DMM Model in Celebrity: Brand Advertisements

This research tests the Dual Mediation Hypothesis (DMM) Model for the brands endorsed by celebrities. Sometimes consumers like an ad so much that they transfer their positive feelings from the ad to the brand. This invariably leads to formation of a positive attitude towards the brand and purchase i...

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Bibliographic Details
Published in:SCMS journal of Indian management 2014-10, Vol.11 (4), p.89
Main Author: Kamble, Aakash Ashok
Format: Article
Language:English
Subjects:
Advertisements
Attitudes
Brands
Celebrities
Cognition & reasoning
Communication
Consumer attitudes
Consumer behavior
Consumers
Consumption
Endorsements
Hypotheses
Influence
Market shares
Marketing
Mediation
Purchase intention
Studies
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Description
Summary:This research tests the Dual Mediation Hypothesis (DMM) Model for the brands endorsed by celebrities. Sometimes consumers like an ad so much that they transfer their positive feelings from the ad to the brand. This invariably leads to formation of a positive attitude towards the brand and purchase intention of the same. But the same concept in ads featuring celebrities, the DMM model seemed applicable, but in products and services requiring high capital investment it did not seem applicable in Purchase Intention (PI). The consumers formed affective attitude towards the celebrity more than the brand in question.
ISSN:0973-3167