Brand trait transference: When celebrity endorsers acquire brand personality traits

Ashley Arsena, David H. Silvera and Mario Pandelaere

Journal of Business Research, 2014, vol. 67, issue 7, 1537-1543

Abstract: Using celebrity endorsers can be an effective way to influence brand perceptions and elevate the brand. However, although there is a significant amount of research investigating how endorsers influence brand perceptions, there is little research showing whether traits associated with the brand influence perceptions of the endorser. This article addresses this under-researched area and provides evidence for brand trait transference. Brand trait transference occurs when a trait transfers from a brand to people associated with that brand. Three studies demonstrate brand trait transference and identify a boundary condition for this novel effect. The article discusses the implications of these findings for effective marketing communications as well as the theoretical implications for the growing research on branding, association transfer, and endorsers.

Keywords: Endorsers; Branding; Traits; Associations; Transference; Attributions; Trait inferences (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:7:p:1537-1543

DOI: 10.1016/j.jbusres.2014.01.011

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