Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/143890
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- Title
- Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention
- Related
- Australasian marketing journal, Vol. 19, No. 4, (2011), p.230-237
- DOI
- 10.1016/j.ausmj.2011.07.005
- Publisher
- Australia-New Zealand Marketing Academy (ANZMAC)
- Date
- 2011
- FoR/RFCD Code(s)
-
150300 Business and Management
150600 Tourism
150500 Marketing
- Author/Creator
- Ilicic, Jasmina
- Author/Creator
- Webster, Cynthia M
- Description
- 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.
- Description
- 8 page(s)
- Subject Keyword
- 150300 Business and Management
- Subject Keyword
- 150600 Tourism
- Subject Keyword
- 150500 Marketing
- Subject Keyword
- Celebrity endorsement
- Subject Keyword
- Celebrity attachment
- Subject Keyword
- Attitude
- Subject Keyword
- Purchase intention
- Resource Type
- journal article
- Organisation
- Macquarie University. Dept. of Marketing and Management
- Identifier
- http://hdl.handle.net/1959.14/143890
- Identifier
- ISSN:1441-3582
- Identifier
- mq-rm-2011000346
- Language
- eng
- Reviewed
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