 When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associationsMina Jun, Jeongsoo Han, Zhimin Zhou and Andreas B. Eisingerich Journal of Business Research, 2023, vol. 164, issue C Abstract: This study examines how a celebrity endorser’s key associations can complement and help improve a brand’s low corresponding associations. By conducting three studies, we find that when consumers have no prior knowledge about the benefits of a brand, a celebrity’s enabling, enticing, and enriching (3E) associations get transferred to the brand. However, when consumers know that a brand has low 3E benefits, only the celebrity endorsers’ enriching associations are transferred to the brand. Thus, from the current study the importance of a celebrity’s enriching benefits is emphasized for both unknown and well-known brands. Furthermore, we theorize and demonstrate consumer elevation as the underlying mechanism whereby the enriching benefits of a celebrity endorser are transferred to a brand. The current findings extend the extant literature on celebrity endorsement management and provide valuable managerial insights for developing effective celebrity endorsement strategies. Keywords: Brand endorsement; Celebrity endorser; Elevation; Enriching benefits; Brand evaluation (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323003090 DOI: 10.1016/j.jbusres.2023.113951 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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