Reverse Transfer Effect of Celebrity-Product Congruence on the Celebrity's Perceived Credibility

In contrast with traditional celebrity endorsement research, this study examines the effect of celebrity advertisement on the celebrity himself/herself, that is, a reverse transfer effect, in terms of the celebrity's perceived attractiveness, trustworthiness, and expertise. Online questionnaires were conducted for sport and film celebrities using an identical 2 (Korean vs. non-Korean) X 3 (very congruent, moderately incongruent, very incongruent) design. The results show that a celebrity's perceived expertise, trustworthiness, and attractiveness were significantly decreased when the celebrity-product congruence was low, whereas no significant effects were found when the congruence level was high. Theoretical and managerial implications as well as directions for future research are discussed.     

名人代言广告效果影响因素综述

作为一种重要的营销策略和宣传手段,名人代言广告被很多企业寄予厚望,但名人的推荐并不是成功的保证。近三十多年来,国内外学者对名人代言广告进行了深入研究,提出了信源模式理论、匹配理论等多种解释,从名人、产品、受众三方面提取了影响名人代言广告效果的诸多因素,在丰富和拓展了广告心理学研究的同时,也对企业营销实践发挥了重要指导作用。     

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.     

双语品牌名称的呈现顺序对消费者品牌评价的影响

文章探究了中国市场大量出现的“品牌名称双语化”现象,检验了双语品牌名称的水平呈现顺序对消费者品牌评价的影响及其中介机制。两个研究结果表明,双语品牌名称的水平呈现顺序和有利的来源国形象对消费者品牌评价的交互作用显著。具体而言：当双语品牌名称的“左中右英”(vs.“左英右中”)呈现顺序对应于有利的中国来源国形象,或当“左英右中”(vs.“左中右英”)的呈现顺序对应于有利的欧美来源国形象时,能够提高消费者的品牌评价。其中,当双语品牌名称的不同呈现顺序与消费者相应的有利来源国心理图式相匹配时,图式一致性效用发挥中介作用。文章丰富了品牌命名理论,同时为企业根据消费者的来源国形象感知调整双语品牌名称的水平呈现顺序提供了导向性参考。     

Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement

Practitioners’ perspectives have been neglected to some extent. Research on practitioners’ perspectives is important because it will provide valuable information, especially on how theories have been reflected in practice. The study investigates Korean advertising practitioners’ perspectives on celebrity endorsement in advertising campaigns. By comparing the perspective between advertising practitioners and that from their counterparts on the client side, this study may provide insights into their respective roles in advertising campaigns. This study finding suggests that Korean advertising practitioners consider a celebrity's likeability as the most important criterion when selecting a celebrity endorser. The most important reason why they employ a celebrity endorser is that celebrity endorsement helps generate awareness of the brand. In addition, concerns over celebrity endorsement as well as limitations and suggestions for future research have been discussed.     

Are They Celebrity Followers? Examining the Third-Person Perception of Celebrity-Endorsed Advertising

This study explored how consumers' presumed influences mediated the impacts of source credibility and advertising skepticism on purchase intention in the context of celebrity-endorsed advertising (CEA). A national media consumer panel (N = 445) indicated the third-person perception (TPP) were positively correlated to celebrity expertise and attractiveness, but negatively influenced by advertising skepticism. Moreover, three celebrity credibility variables and advertising skepticism yielded direct effects on purchase intention. Indirect effects by the TPP were also generated on purchase intention. The TPP would mediate the impacts of celebrity credibility and advertising skepticism on purchase intention in response to various desirable/undesirable endorsers. Moreover, the TPP would decrease the impact of celebrity credibility, but increase the impact of advertising skepticism on purchase intention, indicating that the third persons' attitudes toward CEA may become a key reference in consumers' purchase intention processes.     

Intergenerational appeal in advertising: impacts of brand–gender extension and brand history

An intergenerational (IG) appeal in an advertising campaign usually presents a nostalgic image with family portraits, emphasizing the traditions that have been passed on from generation to generation or harkening back to the ‘good old days’ between father and son, or mother and daughter. The IG appeal can effectively enhance a brand's image and induce that all-important consumer purchase. This paper takes gender differences (father/son or mother/daughter) into consideration while examining two moderators related to branding: (in)congruent brand–gender extension and brand history. Results indicate that a well-established brand history enhances the effects of the IG appeal. In addition, a congruent brand–gender extension increases the effects of the IG appeal. More interestingly, IG appeals can be effective in presenting a less established brand which has an incongruent brand–gender extension.     

Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality

This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brand–extension fit exerts on consumer evaluations of both extensions and the parent brand. Two studies manipulate fit in terms of either brand concept consistency or product feature similarity. Lower fit results in negative consumer responses, yet an elaborational advertising strategy mitigates the negative effects of lower fit on extension evaluations. This mitigating effect is stronger for high quality than for average quality brands. The results also indicate extension feedback effects for the parent brand, suggesting that elaborational advertising strategies may reduce the impact of fit on parent brand feedback effects. This latter link is not moderated by parent brand quality.     

论企业品牌延伸策略的利弊

品牌延伸成为开拓新市场的一种策略,有益于降低新产品的市场导入费用,增加无形资产的经济价值,实现专业化与规模化生产,减少新产品的市场风险,并可确保企业新产品投资迅速、准确地加快新产品的定位。但其可导致品牌的个性淡化,引发品牌间的冲突,限制企业多元化经营,造成了品牌资产的贬值。因此,只有正确认识品牌延伸策略的优势和陷阱,才能让企业在发展壮大中立于不败之地。     

Consumer perceptions of carbon labeling in print advertising: Hype or effective communication strategy?

Eco-labels are being used more frequently in the marketplace. Recently, carbon-neutral labels have emerged on product packaging and advertisements as a popular form of eco-label. How consumers view these specific labels is of both conceptual and practical interest. Therefore, in a mixed-experimental design building on congruity theory and Deighton's two-step model of advertising effectiveness, the authors examine how consumers view the credibility and environmental concern of companies who use these labels, as well as their resulting purchase intentions. A 2(product) × 2(label) × 3(information) mixed design was used to examine consumer perceptions and behavior intentions. Product category (environmentally neutral vs. environmentally harmful) was a within-subjects factor; the presence/absence of the carbon-neutral label and information (positive/negative/control) was both manipulated between-subjects factors. Results show that the presence of a carbon-neutral label in an advertisement, regardless of the type of product, leads to more favorable perceptions of company environmental concern. However, there is a more pronounced increase in consumer perceptions of company environmental concern for an environmentally harmful product than for an environmentally neutral product.     

如何实施成功的品牌延伸战略

品牌延伸是品牌管理的一个重要组成部分,也是应用广泛的营销手段和工具。实施成功的品牌延伸战略,很重要的前提就是探询出影响品牌延伸结果的因素,针对这些要素来总结成功品牌因素策略的条件和实施背景,并以此作为企业实施正确的品牌延伸策略的理论依据。     

The Relationship Between Consumer-Brand Identification and Brand Extension

The present research aims at examining the role of consumer-brand identification (CBI) in attitude toward brand extension regarding the congruency between the values of consumers and brands. In this way, the benefits of CBI to consumers and brand managers are outlined. This research has been conducted through designing a survey and collecting data through a questionnaire. For data mining and investigating the model, the SEM approach is implemented. According to the findings, high levels of CBI lead to positive attitudes toward the brand extension, and that value congruity positively impacts this relationship. The results outline that CBI impacts fit and tie in separate ways, so that CBI effect on fit is more substantial. Furthermore, according to the results, in comparison to the role of tie, the role of fit is more significant in predicting attitudes toward brand extension. The sample from university students is appropriate for testing theory, but limits generalizing the results of the research. In addition, this research has studied one product category and is limited in this perspective. The findings have remarkable recommendations for implementing brand extension as they emphasize the role of perceived fit. Moreover, by reexamining CBI in a less known market, the research has outlined its positive outcomes for firms. This research has used perceived tie in a brand extension context and, similar to perceived fit, has implemented it as another factor to predict attitude toward brand extension. In addition, this research is unique, as it has investigated CBI in a new context.     

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].