An exploration of celebrity business ventures and their appeal to fans and non-fans

Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customers’ purchase intentions, this study does not find this effect. Instead, it finds that customers’ purchase intentions rely mainly on customers’ attitudes toward the celebrity's venture brand. Customers’ perceived congruence between a celebrity and the celebrity's business significantly affects their brand attitudes. Additionally, this study finds that a celebrity's credibility can only increase fans’ positive attitudes toward the celebrity's venture brand; therefore, being a celebrity entrepreneur is riskier than being a brand endorser in terms of consumer attitude.     

Determinants for Effects of Celebrity Negative Information: When to Terminate a Relationship with a Celebrity Endorser in Trouble?

This study examines three factors that influence consumers’ brand evaluation and purchase intention under negative celebrity information. The study is designed to investigate the effects of consumers’ perceived associative strength between celebrity endorser and brand, the role of congruence between a celebrity endorser's negative information and his/her endorsed brand, and the effects of consumers’ level of brand commitment. The study's findings suggest that congruence or “fit” between a celebrity endorser's negative information and an endorsed brand moderates a consumers’ evaluation of brand and purchase intentions. The study finds that a strong associative link between the brand and the celebrity endorser leads to lower brand evaluation as well as lower purchase intention. It also finds that consumers with a higher level of brand commitment are less likely to react negatively to a celebrity's bad publicity than are consumers with a lower level of brand commitment. Theoretical and practical implications are discussed.     

Measuring the impact of brand-celebrity personality congruence on purchase intention

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.     

Gender and Celebrity Scandals: A Cross-Cultural Examination on Celebrity Endorsement

Abstract

This research examines the effects of consumers’ culture and celebrity’s gender role on source credibility and attitude toward brand. Using culture difference theory (individualism and Confucianism) helps to explain why sex scandals can result in a greater negative impact on the response of Chinese customers than US customers. Finally, we provide a celebrity-select suggestion to mitigate the negative damage brought by the endorser’s sex scandal. Specifically, we conducted experiments by using a 2 (sex scandal vs. tax evasion) x2 (Confucianism vs. individualism) x3 (celebrity gender: male vs. female vs. transgender) between-subjects design.     

What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence,identification, and attribution

This study draws upon congruence theory, identification theory, and attribution theory as a means of examining how celebrity endorsement works. The study proposes that the effectiveness of celebrity endorsement may be influenced by the following three factors: congruence between a celebrity endorser and endorsed brand/product, identification with a celebrity endorser, and consumers’ attribution styles (i.e., internal vs. external). To test the proposed hypotheses, the study employs a 2 × 2 × 2 between-subject factorial design. A total of 317 college students participated in the study in return for course credits. The study findings suggest that congruence, identification, and consumers’ attribution styles indeed have impacts on consumers’ attitude toward ad, brand, or purchase intention. The study also finds that there is a relationship between congruence (low vs. high congruence) and attribution styles (internal vs. external). Theoretical and practical implications are discussed.     

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.     

Can a Celebrity Serve as an Issue‐Relevant Argument in the Elaboration Likelihood Model?

While celebrity endorsement has been traditionally perceived as a peripheral cue in the elaboration likelihood model, several conceptual studies suggest otherwise that it may play a significant role in delivering issue‐relevant information when celebrity–product congruence exists. The current study provides empirical evidence that a celebrity indeed serves as an issue‐relevant argument by investigating the interaction effects between endorser–product congruence and product involvement on consumer responses in two different match‐up conditions. Moderated regression analysis results indicated that product involvement strengthened the effect of expertise‐based endorser–product congruence on consumer responses. However, the relationship between attractiveness‐based endorser–product congruence and consumer responses generated insignificant results. Research findings entail that a celebrity persuades consumers through the central route when the expert image in particular fits well with the endorsed product. Further analyses indicated that attitude toward the brand mediated the relationship between attitude toward the advertisement and purchase intention in both match‐up environments.     

Guilty by Association: The Perils of Celebrity Endorsement for Endorsed Brands and their Direct Competitors

The objective of the research presented in this article is to examine the possibility that the adverse effects on consumer brand attitudes engendered by the involvement of a celebrity endorser in a negative event may spill over brands of the same product category (i.e., competitors). The results of an experimental study with 165 adult consumers showed that a scandal involving an athlete endorser had a negative impact not only on the attitude toward the endorsed brand, but also on the attitude toward competitor brands. This suggests that brands strongly associated with one sport may be vulnerable in the context of a scandal falling upon a celebrity athlete endorsing one of their direct competitors.     

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.     

Effects of Negative Brand Information: Measuring Impact of Celebrity Identification and Brand Commitment

ABSTRACT

This study investigates the relationship between negative brand publicity and a celebrity endorser. First, it explores whether identification with a celebrity moderates the relationship between negative brand publicity and evaluation of a celebrity endorser and a brand. Second, it delves into whether consumers’ brand commitment moderates the relationship between negative brand publicity and evaluation of a celebrity endorser and a brand. And the study poses the research question, “Does negative brand information impact consumer evaluation of a celebrity endorser, a brand, and purchase intention?” A 2 × 2 between-subject factorial design was used to test the proposed hypotheses. The two factors are level of identification with a celebrity endorser (low or high identification) and level of brand commitment (low vs. high brand commitment). The study found that negative brand publicity had negative impacts on the celebrity endorser, brand evaluation, and purchase intention.     

Celebrity endorsement in the world of luxury fashion – when controversy can be beneficial

ABSTRACT

Can a negatively publicised celebrity endorser ever lead to favourable brand attitudes toward a luxury fashion product (i.e. a perfume)? An online experiment was conducted with a sample of 260 target-relevant female consumers where two factors were manipulated: the brand’s positioning objective (image reinforcement versus revitalisation) and the type of celebrity endorser (naturally versus incidentally controversial). Consumer attitudes towards the luxury fashion brand were generally more positive when the type of celebrity endorser was consistent with the brand’s positioning strategy, that is, when a naturally controversial celebrity endorses a brand with a reinforcement strategy and when an incidentally controversial celebrity endorses a brand with a revitalisation strategy. Furthermore, this effect was mediated by consumers’ appreciation of the celebrity-positioning match-up (i.e. the consistency between the celebrity’s persona and the brand’s strategy) but not by their perceptions of appropriateness (i.e. the traditional match-up hypothesis). Several implications suggested by these findings are developed.     

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.     

Celebrity Endorsement for Nonprofit Organizations: The Role of Celebrity Motive Attribution and Spontaneous Judgment of Celebrity-Cause Incongruence

This study investigated relationships among celebrity motive attribution, celebrity-cause congruence, and involvement with a cause. A 2 (altruistic motive: high vs. low) X 2 (congruence: high vs. low) X 2 (involvement: high vs. low) experimental study examined perceptions of celebrity credibility, attitudes toward celebrity endorsement and nonprofit organization, and intentions to donate money and volunteer time. The findings attest to main effects of causal attribution of a celebrity's altruistic motive and interaction effects between motive attribution and congruence (i.e., spontaneous judgment of celebrity-cause incongruence). Further, three-way interaction effects suggest the role of involvement in spontaneously activating celebrity-cause disassociation.     

Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention

The present study provides and tests a conceptual framework aimed at comparing the relative effectiveness of celebrity–user, brand–celebrity, and user–brand personality congruence on brand attitude and brand purchase intention (BPI) thereafter. The data collection was done via an online survey of a representative group of consumers (n = 431) located across India. Hypotheses were tested using regression analysis with mediation approach. The results indicate that while user–brand and brand–celebrity personality congruence have a significant impact on brand attitude and purchase intention, celebrity–user congruence does not. Further, brand attitude is found to be a partial mediator on the relationship between the pair-wise personality congruence on BPI. The findings have major implications for marketers in understanding the significance of personality congruence among celebrity–brand–user in the formation of brand attitude and purchase intention that can be used in positioning and in increasing the advertising effectiveness of brands using celebrity endorsement. The present study is a pioneer in contributing to the celebrity endorsement literature by investigating the relative impact of three pairs of personality congruence: celebrity–brand, brand–user, and celebrity–user, on brand attitude and BPI, thereby supporting the applicability of McCracken's Meaning Transfer Model [McCracken (1989), The Journal of Consumer Research, 16 (3) 310–321) and the Hierarchy-of-effects model (Lavidge and Steiner (1961), Journal of Marketing, 25 (6) 59–62].     

Examining the Impact of Brand Transgressions on Consumers' Perceptions of Celebrity Endorsers

Prior research has extensively explored the impact of celebrities' transgressions on the brands that they endorse. However, little research exists examining the impact of brand transgressions on consumers' perceptions of the celebrities that endorse these products. This research addresses this oversight and finds that transgressions committed by a brand negatively impact consumers' attitudes toward the endorsing celebrity. Moreover, we find this effect is sequentially mediated by perceptions of responsibility and moral reputation. Finally, we identify two response strategies that a celebrity can employ to mitigate the negative effects of the brand's transgression on the celebrity's reputation. However, the effectiveness of these strategies may be dependent upon perceptions of endorser expertise.     

Exploring the relationship between celebrity endorser effects and advertising effectiveness

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.     

Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor

An attribution is an inference about why an event occurred or about a person's disposition or other psychological state. This study is designed to examine the effects of consumers’ attribution styles (i.e., dispositional and situational) and moderating role of celebrity identification and brand commitment in the evaluation of negative information about a celebrity endorser. The study finds that people who make dispositional attributions judge the endorsed brand more negatively than do those who make situational attributions. The findings also suggest that consumers with a higher level of identification with the celebrity are less likely to react negatively to the bad publicity. Finally, the study found that, when faced with a celebrity scandal, people with high brand commitment showed more favorable attitudes toward the brand as well as higher purchase intention than those with low brand commitment.     

Investigating the Advertising Antecedents to and Consequences of Brand Experience

Brand experience may contribute more to promotional efficacy than concepts such as brand personality/associations/equity/value/attitudes. Yet, little is known about whether managed advertising efforts might evoke more desirable brand experiences and promotional outcomes as a consequence of consumers’ brand experiences. This study examines antecedents and consequences that may be associated with brand experiences. Attitude toward brand name, connectedness to celebrity endorser, message fit, and visual imaging were investigated as antecedents. Brand attitude and brand distinctiveness were examined as consequences. The resulting insights add managerial rigor to advertising processes that currently are often managed more by gut than by reason.     

The impact of death on consumer responses to celebrity endorser misbehavior

A well‐established stream of research on celebrity misbehavior suggests that negative information may have an adverse effect on an endorsed brand because of its association with a celebrity considered as blameworthy. However, the present research calls into question the generalizability of these results to fatal misbehaviors (i.e., misbehaviors that lead to the celebrity's death). Indeed, after death, a celebrity may gain spiritual meanings, and consumers may find it more difficult to blame a sacred individual. As such, the current article investigates the impact of a celebrity's death on blame attribution and consumer attitudes in the context of celebrity endorser misbehavior. The results of three experiments uncover that death favors a partial blame attribution transfer from the celebrity endorser to the brand, but only when the misbehavior implies a product related to the brand. In addition, the findings reveal a positive effect of death through celebrity sacredness on brand attitude.     

Nonprofit Advertising: Impact of Celebrity Connection,Involvement and Gender on Source Credibility and Intention to Volunteer Time or Donate Money

Two studies examine celebrity endorsers in a nonprofit context. In Study One a framework is developed incorporating connection (congruence), source credibility, involvement, and gender as key elements in understanding the impact of celebrity endorsers on nonprofit advertising effectiveness. Hypotheses are tested in the course of the studies that manipulate celebrity connection and advertising involvement. Results support the primary model viewing a relationship between the celebrity's connection, source credibility, and intention. Study Two verifies the connection and source credibility findings of Study One, but cannot confirm the impact of the celebrity connection on intention. Study Two includes attractiveness as a source credibility dimension, and increases the number of endorser types. An attractiveness main effect on intention is identified.