Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention

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.