This study examines consumer-human brand attachment within multiple endorsement situations. A 2 x 2 factorial design manipulated attachment strength to the celebrity and endorsement situation while controlling for celebrity attractiveness and familiarity. Results found strong attachment to a celebrity encourages positive attitudes towards the ad and brand in both single and multiple endorsement conditions. A significant interaction effect was found for Purchase Intention. Apparently, 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.
|Number of pages||24|
|Publication status||Published - 2010|
|Event||International Consumer Brand Relationships Collequium (1st : 2010) - Orlando, Florida|
Duration: 22 Apr 2010 → 24 Apr 2010
|Conference||International Consumer Brand Relationships Collequium (1st : 2010)|
|Period||22/04/10 → 24/04/10|