Brand trait transference: When celebrity endorsers acquire brand personality traits

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.     

Who Benefits from Multiple Brand Celebrity Endorsements? An Experimental Investigation

Advertisers commonly use celebrity endorsers to increase the effectiveness of advertising in persuading consumers. In many cases, these celebrities endorse more than one brand. Little is known, however, about the benefit to brands from these multiple endorsements by the same celebrity. This research applies classical conditioning theory to an exploration of multiple brand endorsements by a single celebrity, and examines how brand concept consistency between endorsed brands affects consumers’ evaluations of the endorsed brand. The findings, over two separate studies, indicate that exact and high concept consistency between endorsed brands positively influences consumers’ attitude toward these brands.     

When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing

In social media marketing, celebrity endorsement is a widely used strategy. Luxury brands use their social media accounts to post pictures of celebrities using their products. However, they would be confronted with the dilemma of whether to standardize or localize their celebrity endorsers for different markets. This dilemma of whether to standardize or adapt their advertisements to the local market has been haunting luxury brands for a long time. This paper examines the effectiveness of localized celebrity endorsements for luxury brands on Chinese social media. We analyze whether Chinese celebrity endorsers could trigger more social media interactions and enhance perceived brand luxury than Western celebrity endorsers, based on an analysis of online big data and two experiments. We also explore when localized celebrity endorsement is most effective, focusing on the moderating role of patriotism. The results suggest that localized (vs. standardized) celebrity endorsements lead to more social media interactions. Using localized (standardized) celebrity endorsements enhance the perceived brand luxury for people with high (low) patriotism.     

Global Issues in Selecting Athlete Endorsers for National Markets: A Macroinvestigation

ABSTRACT

Little advertising research explores the role of culture in selecting celebrity endorsers. The purpose of this study is to explore how the selection process of athlete endorsers is shaped by national contexts. Based on interviews with advertising practitioners in 10 countries, the study reveals similarities in practitioners’ thinking across countries on a variety of matters related to athlete endorsement. It reveals the importance given by practitioners to the “cultural attractiveness” of national athlete endorsers when using them to connect with their national audience and shows that the selection process depends greatly on various cultural pressures linked to sporting traditions of each country. The study also shows how practitioners believe that athlete endorsers should be used mainly to generate brand and advertising awareness principally under pressure from clients’ emotional input.     

论代言人推荐式广告如何影响消费者态度

在日常生活中,常看到许多广告运用具有专家、真实产品的使用团体,或用明星为产品代言,这种利用代言人的推荐式广告手法,是期望能对消费者提供专家性、比较性或象征性,来达到品牌知名度提升,使产品表现出差异化形象,促使消费者的人格特质与品牌形象间产生连结效果,甚至产生行为规范性的影响,于是有越来越多的学者和市场营销人员将注意力放在广告中使用的代言人(Spokesperson)或推荐人(Endorser)上,并为其提出理论基础。     

The Attitudes of Middle Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers

Abstract

This study analyzes consumer perceptions regarding the effectiveness of celebrity endorsers in relation to the AIDA framework and the match-up hypothesis. Findings indicate that celebrity endorsers influence both men and women, but men were influenced to a greater degree than women. The main AIDA influence is the celebrity endorser's ability to get and hold attention. Celebrity endorsers also appear to help products stand out from the competition, and make ads more memorable, as well as enhancing brand awareness, particularly for desired products. Indications are that the most important celebrity source characteristic is expertise, which apparently can overcome certain celebrity character flaws, such as the lack of trustworthiness and likeability.     

Slowing the adoption and diffusion process to enhance brand repositioning: The consumer driven repositioning of Dunlop Volley

What should you do when your brand becomes ‘hot’ overnight among influential endorsers? Do you exploit this sudden rise in popularity and mainstream the brand, or do you attempt to slow the diffusion process and seek to understand how to market to these consumers? Drawing on the case of Dunlop Volley in Australia, we argue that mainstreaming the brand by targeting later adopters results in a short-term fashion cycle rather than creating long-term brand value. Since these brands are ‘discovered’ by consumers, marketers must first understand the value system underlying this adoption and then fit the marketing program to these values. In the case of Dunlop Volley, slowing diffusion rates was achieved through four tactics: the rejection of hard sell marketing, appearing authentic, targeting alternative distribution channels and delaying launch to the mainstream audience. These activities ensured the ongoing credibility of the brand with endorsers and helped revitalize a long-thought ‘dead’ brand.     

The Role of Country of Origin in Celebrity Endorsements: Integrating Effects of Brand Familiarity

ABSTRACT

With the advent of globalization and open economies in the developing nations, the consumers in the same are experiencing entry of more and more foreign products. The traditional practice of having country of origin (COO) cues to influence consumer attitudes is being juxtaposed with COO cues of celebrity endorsers to influence consumers. In that context, the present study investigates whether (a) a global celebrity would be more applicable for a brand regardless of its COO (local or global); (b) a global celebrity would have a more favorable impact on the consumer attitudes for a third country (TC) brand; and (c) brand familiarity would moderate the effects of celebrity endorsements on consumer attitudes. Based on a detailed literature review, four hypotheses were developed and tested through two experimental designs using nonstudent participants. The independent variables used in study were celebrity endorser COO and brand COO. Major findings indicate a celebrity–brand COO match to create favorable impact on consumer attitudes. Findings also supported the effectiveness of a global celebrity for a brand that does not share the same COO. Brand familiarity was found to moderate the effect of the endorser on consumer attitudes. The study has implications for academia and practitioners.     

Communion-over-Agency Effects on Advertising Effectiveness

Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.     

Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention?

We examine whether image congruence (IC) of celebrities have significant effect on purchase intention (PI) and whether attitude towards brand and attitude towards advertisement mediate the relationships in a developing country, based on sample data from India. The data was collected using a Likert Scale of 1 to 7. Structural Equation Modeling (SEM) was employed to test the recursive model incorporating endorser-brand IC, advertising effectiveness (AE), attitude toward advertisement (ATA), attitude towards brand (ATB), and purchase intention (PI). It was found that the celebrity image congruence (IC) has a negative significant effect on ATB and positive significant effect on ATA whereas advertising effectiveness (AE) had significant effect on both attitude towards brand and attitude towards advertisement. Finally AE and ATA both had significant positive effect on PI. Drawing on research on moral reasoning associated with celebrity endorsement, we provide strong theoretical as well as empirical evidence that celebrity (endorser-brand) IC is not a strong predictor of PI in a developing country. Spending huge resources on endorsers for IC does not always provide the desired benefits in countries like India. Findings would be useful for both multinational firms engaged in international marketing as well as local firms.     

Being True to Oneself: Investigating Celebrity Brand Authenticity

Celebrity brand authenticity is introduced as a construct that represents consumer perceptions of celebrities being “true to oneself” in their behaviors and interactions with consumers. A scale is developed through two purification stages and the scale's predictive validity is assessed. First, the meaning of celebrity brand authenticity to consumers is explored. Second, the Authenticity Inventory from the psychology literature is adapted to develop a scale for consumer perceptions of celebrity brand authenticity. Celebrity brands are perceived as true to self when they appear genuine in their relationships with consumers and behave in accordance with their perceived held values. Evidence of the convergent and discriminant validity of the celebrity brand authenticity scale is provided, which confirms celebrity brand authenticity as distinct from celebrity attachment, despite containing relational items. Finally, the predictive power of celebrity brand authenticity is confirmed through positively influencing consumer intentions to purchase an endorsed brand. Brand managers can use celebrity brand authenticity to position or develop celebrity brands, as well as in the selection of celebrity endorsers.     

Endorsers in Advertising: The Case of Negative Celebrity Information

Abstract

The use of celebrity endorsers is a popular executional device, but it is not without risk. The authors report three studies examining how negative information about a celebrity can affect the brand the celebrity endorses. Using an associative network model of memory as a theoretical framework, they considered four moderating variables: the size of the association set for the brand, the size of the association set for the celebrity, the timing of the negative celebrity information, and the strength of the associative link between the brand and the celebrity. In the first two studies, they used a fictitious but realistic celebrity endorser and in the third they used an actual celebrity. Negative information about a celebrity resulted in a decline in attitude toward the endorsed brand only for the fictitious celebrity. That general relationship was moderated in varying degrees by association set size, timing of the negative information, and the strength of the link between brand and celebrity.     

The Strategic Use of Contextual and Competitive Interference to Influence Brand-Attribute Associations

Broadening brand positioning is challenging because strong brand images are resistant to change. Consumers are likely to reject attempts to associate new discrepant attributes due to incongruence with the brand's existing image. This research presents a contextual and competitive interference-based advertising tactic that facilitates acceptance of new attribute information into familiar brand meaning. Advertisers can influence new attribute associations by featuring an advertising image similar in both style and meaning to a competitor. Boundary conditions image similarity and competitor selection, and process variable response time, are investigated. This tactic presents a strategic way to use the cluttered advertising environment advantageously.     

Celebrity endorsements,self-brand connection and relationship quality

The extant literature on celebrity endorsement effects largely focuses on the endorsement effects on consumer evaluations of the endorsed brand. The current study extends the literature by assessing the impact of endorser credibility on two consumer–brand relationship-oriented outcomes – brand relationship quality and consumer self-brand connections. Additionally, the self-brand connection is positioned as a partial mediator of the effect of endorser credibility on relationship quality. A conceptual model is developed and estimated on a sample of 535 Generation Y (youth) consumers from India. The hypotheses are supported and the model demonstrates acceptable fit to the data. Overall, the present study introduces a relationship-building perspective to the celebrity endorsement literature. The results suggest that celebrity endorsers possess the ability to provide meaningful self-definitional benefits to consumers as well as cultivate enhanced relationship quality with the endorsed brands, thus contributing novel insights into celebrity endorsement dynamics.     

Celebrity versus film persona endorsements: Examining the effect of celebrity transgressions on consumer judgments

This study introduces film personas (e.g., Hermione Granger, Jack Sparrow, Bridget Jones) as effective brand endorsers. A three study, mixed‐method approach is used. Results show that a film persona (e.g., Legolas, from Lord of The Rings, vs. celebrity, Orlando Bloom) is a more (less) effective endorser (i.e., resulting in more positive attitudinal and behavioral judgments). Exploratory findings indicate that this may be due to film personas possessing a tight (vast) association set, which is more (less) easily transferred onto the endorsed brand. Results of this study also illustrate that endorsed brands are shielded from the negative effects of celebrity transgressions when they are featured as their film persona in an endorsement. This study has important implications for advertisers in the choice and execution of their advertisements featuring celebrities.     

Lose like a man: body image and celebrity endorsement effects of weight loss product purchase intentions

Abstract

Recent research suggests men are increasingly concerned with their body size, which has led to a corresponding increase in marketing efforts for weight loss products geared toward them. In many cases, these ads include athlete endorsers of the product. Drawing from the match-up hypothesis and social comparison theory, this study employed structural equation modeling to explore relationships between men’s body image, endorser credibility, advertisement believability, and purchase intentions for weight loss products using two advertisements featuring former professional athlete endorsers. Results indicate an inverse relationship between consumer body image and athlete endorser credibility, such that individuals with lower body image perceived the endorsers as more credible. Further, athlete endorser credibility was positively associated with advertisement believability, which itself was associated with purchase intentions. These findings suggest that athlete endorsers are an effective tool in marketing weight loss products to men, particularly those with negative body image. Further implications and directions for future research are discussed.     

Adolescent brand consciousness and product placements: awareness,liking and perceived effects on self and others

Product placements in entertainment media are increasing, particularly in content targeted to adolescents. This marketing communication tactic is examined in the context of media socialization and individual differences in brand consciousness. The relative influence of commercial media (TV, radio, movies, online) and perceived peer and parent brand consciousness on US adolescent brand consciousness is assessed, as well as differences in how low and high brand‐conscious adolescents view product placements. Awareness, liking and perceived effects of product placements on self and others (third‐person perception) were measured. Results of hierarchical multiple regression analyses show that movies and perceived parent and peer brand consciousness were positively related to adolescent brand consciousness. Those adolescents considered to be highly brand‐conscious were also those who were most aware of and favourable towards product placements. All adolescents demonstrated third‐person perception of media effects in that they considered others to be more influenced by product placements than themselves, with peers influenced more than friends. Highly brand‐conscious teens perceived the greatest effects of product placements on their own and others’ buying behaviours, yet low brand‐conscious teens revealed the largest gap in perceptions of impact on self vs. peers. The results are discussed in view of media effects; ramifications for marketers and public policy makers are also appraised.     

The Persuasive Effect of Circadian Arousal,Endorser Expertise,and Argument Strength in Advertising

Abstract

This research investigates the influence of circadian arousal, endorser expertise, and argument strength of a message on attitudes toward the brand and purchase intention. The quasi-experimental design is a 2 (high versus low endorser expertise) × 2 (strong versus weak arguments) × 2 (morning-type versus evening-type persons) × 3 (advertisement viewing time: 10 a.m., 3 p.m., or 8 p.m.) between-subjects factorial design with 602 Thai female adults. The results are not in complete accordance with predictions from the Elaboration Likelihood Model. For both types of persons, higher argument strength leads to better attitudes toward the brand and higher purchase intention, regardless of endorser expertise and advertisement viewing time. When morning-type persons view the advertisements in the morning and evening, the high- and the low-expertise endorsers have no different effect on attitudes toward the brand, regardless of argument strength. When they view the advertisements in the afternoon, the high expertise endorser creates better attitudes toward the brand than does the low expertise endorser, regardless of argument strength. For evening-type persons, endorser expertise does not affect either of the dependent variables. Theoretical and managerial implications of the study are discussed.     

零售企业自有品牌问题的研究

自有品牌,是零售企业通过搜集、整理、分析消费者对于某类商品的需求信息而开发出来的新产品的品牌。零售企业在功能、价格、造型等方面提出设计要求,自设生产基地或者选择合适的生产企业进行加工生产,最终用自己的商标注册该产品,并在本商店销售该品牌。由于自有品牌能够给零售企业带来更多的利润,赢得顾客的忠诚,因而受到越来越多零售企业的青睐,开发、销售自有品牌产品已成为零售企业广泛采用的营销策略。     

Inclusive advertising featuring disability on instagram: Effect on consumer well-being,brand engagement,and purchase intention

Should advertisers continue to promote their brands through brand endorsers without considering their diverse characteristics, or should they embrace diversity in advertising? Gender, age, ethnicity, and sexual orientation are some of the aspects of diversity that have been investigated in advertising research, primarily in the context of Western and developed countries. However, it remains underexplored how physical disabilities in influencer advertising on Instagram affect consumer well-being and consumers’ responses toward brands in a non-Western market. Through an experimental design (including both inclusive and non-inclusive samples), this study examined the effects of inclusive advertising (including disabled persons) on consumer well-being (both hedonic and eudaimonic), brand engagement, and purchase intention. Two studies were conducted to test the hypotheses. In Study 1 (shampoo brand case), a data analysis of 260 young Pakistani consumers revealed that inclusive (vs non-inclusive) advertisements enhance both hedonic well-being (HWB) and eudaimonic well-being (EWB), with a stronger effect for EWB. The spillover effects of EWB and HWB indicated a significant influence on brand engagement and purchase intention, whereas the effect of HWB is significant only on brand engagement. The effects of HWB on brand engagement and of EWB on purchase intention showed a greater influence in the case of inclusive advertisements than in traditional non-inclusive advertisements. In Study 2 (clothing brand case), an analysis of 235 respondents revealed that inclusive advertising drives both HWB and EWB, which have a greater influence on brand engagement and purchase intention when individuals are exposed to an inclusive advertisement featuring disabled persons than a non-inclusive one. These studies confirm that inclusive advertisements attract a more diverse customer base in addition to existing customers. These findings offer theoretical and practical insights for advertising and consumer research.