Changing brand personality through celebrity endorsement

Lawrence Ang, Chris Dubelaar, Wagner Kamakura

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


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 languageEnglish
Title of host publicationANZMAC 2007
Subtitle of host publicationproceedings : 3Rs - reputation, responsibility and relevance
EditorsMaree Thyne, Kenneth R. Deans, Juergen Gnoth
Place of PublicationDunedin, N.Z.
PublisherUniversity of Otago
Number of pages8
ISBN (Print)9781877156299
Publication statusPublished - 2007
EventAustralian and New Zealand Marketing Academy Conference (2007) - Dunedin, New Zealand
Duration: 3 Dec 20075 Dec 2007


ConferenceAustralian and New Zealand Marketing Academy Conference (2007)
CityDunedin, New Zealand


  • celebrity endorsement
  • watch
  • brand image
  • brand personality
  • perceived fit


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