Multiple endorsements and consumer-human brand attachment

Jasmina Ilicic, Cynthia M. Webster

Research output: Contribution to conferencePaper

Abstract

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.
Original languageEnglish
Number of pages24
Publication statusPublished - 2010
EventInternational Consumer Brand Relationships Collequium (1st : 2010) - Orlando, Florida
Duration: 22 Apr 201024 Apr 2010

Conference

ConferenceInternational Consumer Brand Relationships Collequium (1st : 2010)
CityOrlando, Florida
Period22/04/1024/04/10

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Ilicic, J., & Webster, C. M. (2010). Multiple endorsements and consumer-human brand attachment. Paper presented at International Consumer Brand Relationships Collequium (1st : 2010), Orlando, Florida, .