Changing brand personality through celebrity endorsement

Lawrence Ang; Chris Dubelaar; Wagner Kamakura

Changing brand personality through celebrity endorsement

Lawrence Ang, Chris Dubelaar, Wagner Kamakura

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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

Access to Document

http://conferences.anzmac.org/ANZMAC2007/papers/Ang_1.pdf

Cite this

@inproceedings{561c04445cf34ca1aa1bda90d96e2263,

title = "Changing brand personality through celebrity endorsement",

abstract = "Using a 2x2 experimental design with 2 control groups, we found that the brand personality of a watch, as assessed using Aaker{\textquoteright}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.",

keywords = "celebrity endorsement, watch, brand image, brand personality, perceived fit",

author = "Lawrence Ang and Chris Dubelaar and Wagner Kamakura",

year = "2007",

language = "English",

isbn = "9781877156299",

pages = "1679--1686",

editor = "Maree Thyne and Deans, \{Kenneth R.\} and Juergen Gnoth",

booktitle = "ANZMAC 2007",

publisher = "University of Otago",

note = "Australian and New Zealand Marketing Academy Conference (2007) ; Conference date: 03-12-2007 Through 05-12-2007",

}

Ang, L, Dubelaar, C & Kamakura, W 2007, Changing brand personality through celebrity endorsement. in M Thyne, KR Deans & J Gnoth (eds), ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. University of Otago, Dunedin, N.Z., pp. 1679-1686, Australian and New Zealand Marketing Academy Conference (2007), Dunedin, New Zealand, 3/12/07. <http://conferences.anzmac.org/ANZMAC2007/papers/Ang_1.pdf>

Changing brand personality through celebrity endorsement. / Ang, Lawrence; Dubelaar, Chris; Kamakura, Wagner.
ANZMAC 2007: proceedings : 3Rs - reputation, responsibility and relevance. ed. / Maree Thyne; Kenneth R. Deans; Juergen Gnoth. Dunedin, N.Z.: University of Otago, 2007. p. 1679-1686.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Changing brand personality through celebrity endorsement

AU - Ang, Lawrence

AU - Dubelaar, Chris

AU - Kamakura, Wagner

PY - 2007

Y1 - 2007

N2 - 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.

AB - 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.

KW - celebrity endorsement

KW - watch

KW - brand image

KW - brand personality

KW - perceived fit

M3 - Conference proceeding contribution

SN - 9781877156299

SP - 1679

EP - 1686

BT - ANZMAC 2007

A2 - Thyne, Maree

A2 - Deans, Kenneth R.

A2 - Gnoth, Juergen

PB - University of Otago

CY - Dunedin, N.Z.

T2 - Australian and New Zealand Marketing Academy Conference (2007)

Y2 - 3 December 2007 through 5 December 2007

ER -

Changing brand personality through celebrity endorsement

Abstract

Conference

Keywords

Access to Document

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Cite this