Abstract
This study examines the effect of irrelevant information presented in advertisements by a celebrity co-branding partner on consumer judgments of a celebrity brand. Three experimental conditions manipulate the relevancy of information: 1) relevant information, 2) irrelevant information and 3) relevant plus irrelevant information. Results show the reciprocal effect of co-branding partnerships. Findings from this study suggest that partner brands can dilute consumers’ attitudes towards celebrity brands for those consumers familiar with the celebrity.
Original language | English |
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Title of host publication | ANZMAC 2012 |
Subtitle of host publication | conference proceedings : Sharing the cup of knowledge |
Place of Publication | Adelaide |
Publisher | ANZMAC2012 Conference |
Pages | 1-7 |
Number of pages | 7 |
Publication status | Published - 2012 |
Event | Australian and New Zealand Marketing Academy Conference (2012) - Adelaide Duration: 3 Dec 2012 → 5 Dec 2012 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2012) |
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City | Adelaide |
Period | 3/12/12 → 5/12/12 |
Keywords
- dilution
- celebrity
- co-branding
- attitudes
- match-up