Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention

Jasmina Ilicic*, Cynthia M. Webster

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

62 Citations (Scopus)

Abstract

This study examines consumer-celebrity attachment within multiple endorsement situations. A 2. ×. 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while controlling for celebrity attractiveness, familiarity and match-up. Results show strong attachment to a celebrity encourages positive attitude towards the advertisement and brand regardless of the number of endorsements. A significant interaction effect is found for purchase intention, suggesting that both attachment and the number of endorsements influence likelihood of purchase. When consumers are more attached to a celebrity and view that celebrity endorsing multiple brands, this negatively impacts their purchase intention. Yet, when consumers have a weak attachment, their purchase intention is increased with multiple endorsements.

Original languageEnglish
Pages (from-to)230-237
Number of pages8
JournalAustralasian Marketing Journal
Volume19
Issue number4
DOIs
Publication statusPublished - Nov 2011

Fingerprint

Dive into the research topics of 'Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention'. Together they form a unique fingerprint.

Cite this