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 |
|---|---|
| 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) |
|---|---|
| City | Adelaide |
| Period | 3/12/12 → 5/12/12 |
Keywords
- dilution
- celebrity
- co-branding
- attitudes
- match-up