EXPLORING THE EFFECTS OF SINGLE VS.MULTIPLE PRODUCTS AND MULTIPLE CELEBRITY ENDORSEMENTS

Nam-Hyun Um ()
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Nam-Hyun Um: Department of Advertising, The University of Texas at Austin USA

IBT Journal of Business Studies (JBS), 2008, vol. 4, issue 2, 104-114

Abstract: Participating students were randomly assigned to one of three conditions single product endorsement, multiple product endorsement, and multiple celebrity endorsement.This study was designed to measure the effects of respective types of celebrity endorsement.This initial attempt to compare the effects of celebrity endorsement could be conducive in understanding current phenomenon of celebrity endorsement campaigns.This study found that multiple product endorsements increased higher level of attitude toward ad, attitude toward brand, and purchase intention than a single celebrity product endorsement while a single celebrity product endorsement increased higher level of attitude toward ad, attitude toward brand, and purchase intention than multiple celebrity endorsements.However, the finding of this study had a conflicting result.

Keywords: Celebrity Endorsement; Attribution Theory; Meaning Transfer Model (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:4:y:2008:i:2:p:104-114

DOI: 10.46745/ilma.ibtjbs.2008.42.4

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