Multiple endorsements and consumer-human brand attachment

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.