Who is the attached endorser? An examination of the attachment-endorsement spectrum

While brand endorsement research has focused on endorsement effectiveness based on match-up and endorser's appeal, there is limited understanding of how the type of endorser and type of endorsement interact to create perceptions of attachment of the celebrity to the product. We also examine the effect of this interaction on the three elements of source credibility - Attractiveness, Trustworthiness and Expertise. Consistent with attachment and source credibility theory, we find significant main effects of message type on attachment, source credibility components and purchase intention.