From endorsement to celebrity co-branding: Personality transfer

L. Ambroise (), Gaëlle Pantin-Sohier (), Pierre Valette-Florence () and N. Albert
Additional contact information
L. Ambroise: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique
Gaëlle Pantin-Sohier: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - AGROCAMPUS OUEST - Institut National de l'Horticulture et du Paysage
Pierre Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UPMF - Université Pierre Mendès France - Grenoble 2 - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: A brand's personality is rooted in different sources, including its spokespersons, who can express individual values and visions of the self, in association with a certain type of personality. This study seeks to measure the extent to which a celebrity spokesperson's personality transfers to the brand, as well as how this transfer influences consumers, using a co-branding framework. An empirical study of two ready-to-wear fashion brands specifies the conditions of a successful endorsement: The influence of personality transfers on consumer behavior varies with the brand's reputation and the celebrity's profile. Accordingly, the authors propose a new approach for selecting brand ambassadors on the basis of their personality and in the context of a form of co-branding.

Keywords: Brand ambassador; Brand personality; Co-branding; Endorsement (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (10)

Published in Journal of Brand Management, 2014, 21 (4), pp.273-285. ⟨10.1057/bm.2014.7⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-01064057

DOI: 10.1057/bm.2014.7

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().