Attitudes towards irrelevant celebrity co-branding partners

Jasmina Ilicic, Cynthia M. Webster

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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 languageEnglish
Title of host publicationANZMAC 2012
Subtitle of host publicationconference proceedings : Sharing the cup of knowledge
Place of PublicationAdelaide
PublisherANZMAC2012 Conference
Number of pages7
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academy Conference (2012) - Adelaide
Duration: 3 Dec 20125 Dec 2012


ConferenceAustralian and New Zealand Marketing Academy Conference (2012)


  • dilution
  • celebrity
  • co-branding
  • attitudes
  • match-up


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