کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1027095 | 942190 | 2011 | 8 صفحه PDF | دانلود رایگان |

This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while controlling for celebrity attractiveness, familiarity and match-up. Results show strong attachment to a celebrity encourages positive attitude towards the advertisement and brand regardless of the number of endorsements. A significant interaction effect is found for purchase intention, suggesting that both attachment and the number of endorsements influence likelihood of purchase. When consumers are more attached to a celebrity and view that celebrity endorsing multiple brands, this negatively impacts their purchase intention. Yet, when consumers have a weak attachment, their purchase intention is increased with multiple endorsements.
► We examine consumer–celebrity attachment within multiple endorsement situations.
► Celebrity attachment is associated with positive attitudes towards advertisements and brands.
► Both attachment and the number of endorsements influence purchase intent.
► Purchase intention for multiple brands decreases with strong celebrity attachment.
► Purchase intention for multiple brands increases with weak celebrity attachment.
Journal: Australasian Marketing Journal (AMJ) - Volume 19, Issue 4, November 2011, Pages 230–237