Abstract
Using a 2x2 experimental design with 2 control groups, we found that the brand personality of a watch, as assessed using Aaker’s (1997) scale, can be changed when different celebrities endorse it. When the image-fit between the celebrity and product (in this case a watch) is good (e.g., Swatch + Orlando), the transfer of the personality from the celebrity to the product is more likely to occur and this tends to be positive. On the other hand when the image-fit is bad (e.g., Swatch + Willis), this is less likely to occur, but if it does occur, it tends to be negative. Furthermore, we found that if a product has a strong brand personality (e.g., Breitling), the use of celebrity endorsement is not effective in shifting its image.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2007 |
| Subtitle of host publication | proceedings : 3Rs - reputation, responsibility and relevance |
| Editors | Maree Thyne, Kenneth R. Deans, Juergen Gnoth |
| Place of Publication | Dunedin, N.Z. |
| Publisher | University of Otago |
| Pages | 1679-1686 |
| Number of pages | 8 |
| ISBN (Print) | 9781877156299 |
| Publication status | Published - 2007 |
| Event | Australian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand Duration: 3 Dec 2007 → 5 Dec 2007 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2007) |
|---|---|
| City | Dunedin, New Zealand |
| Period | 3/12/07 → 5/12/07 |
Keywords
- celebrity endorsement
- watch
- brand image
- brand personality
- perceived fit