TRANSFER EFFECTS: EXPLORING THE RELATIONSHIP BETWEEN CELEBRITY AND BRAND

Celebrity endorsement is one of the most popular promotions of marketing communication. The purpose of this study is to understand the transfer effectiveness between celebrity and brand. Experiment 1 indicates that audiences perceive both images of a celebrity and a brand as being consistent/ incons...

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Bibliographic Details
Published in:International journal of organizational innovation 2012-04, Vol.4 (4), p.86
Main Authors: Yang, Dong-Jenn, Lo, Jyue-Yu, Wang, Sheng
Format: Article
Language:English
Subjects:
Advertising
Brand image
Brand names
Celebrities
Cognition & reasoning
Cognitive dissonance
Communication
Consumers
Correlation analysis
Distribution channels
Endorsements
Experiments
Hypotheses
Popularity
Product differentiation
Studies
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Summary:Celebrity endorsement is one of the most popular promotions of marketing communication. The purpose of this study is to understand the transfer effectiveness between celebrity and brand. Experiment 1 indicates that audiences perceive both images of a celebrity and a brand as being consistent/ inconsistent, and the positive/negative transfer effect did not occur. Experiment 2 shows a positive endorser image can benefit a negative brand image and a positive brand image can weaken a negative endorser image. Experiment 3 shows that when the same celebrity endorsement changed from high to low, brand awareness has a positive transfer effect; conversely, when the same celebrity endorsement changed from low to high, brand awareness has a negative transfer. The results show interesting transfer effects between celebrity and brand, and support most of the hypothesized relationships. These findings advance our understanding of the pervasive influence of celebrity in today's society. [PUBLICATION ABSTRACT]
ISSN:1943-1813