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

Jasmina Ilicic and Cynthia M. Webster

Australasian marketing journal, 2011, vol. 19, issue 4, 230-237

Abstract: 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.

Keywords: Celebrity endorsement; Celebrity attachment; Attitude; Purchase intention (search for similar items in EconPapers)
Date: 2011
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:19:y:2011:i:4:p:230-237

DOI: 10.1016/j.ausmj.2011.07.005

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