Brand trait transference: When celebrity endorsers acquire brand personality traits |
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Authors: | Ashley Arsena David H Silvera Mario Pandelaere |
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Institution: | 1. Department of Marketing, College of Business, University of Texas at San Antonio, One UTSA Circle, San Antonio, TX 78249, USA;2. Department of Marketing, Faculty of Economics and Business, Ghent University, Tweekerkenstraat 2, 9000 Gent, Belgium |
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Abstract: | 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. |
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Keywords: | Endorsers Branding Traits Associations Transference Attributions Trait inferences |
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