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Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.14/90536
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- Title
- Changing brand personality through celebrity endorsement
- Related
- Australian and New Zealand Marketing Academy Conference (3 - 5 December 2007 : Dunedin, New Zealand)
- Related
- Thyne, Maree; Deans, Kenneth R. and Gnoth, Juergen. ANZMAC 2007 : proceedings : 3Rs - reputation, responsibility and relevance, p.1679-1686
- Related
- http://conferences.anzmac.org/ANZMAC2007/papers/Ang_1.pdf
- Publisher
- Dunedin, N.Z : University of Otago
- Date
- 2007
- Author/Creator
- Ang, Lawrence
- Author/Creator
- Dubelaar, Chris
- Author/Creator
- Kamakura, Wagner
- Description
- Using a 2x2 experimental design with 2 control groups, we found that the brand personality of a watch, as assessed using Aaker’s (1997) scale, can be changed when different celebrities endorse it. When the image-fit between the celebrity and product (in this case a watch) is good (e.g., Swatch + Orlando), the transfer of the personality from the celebrity to the product is more likely to occur and this tends to be positive. On the other hand when the image-fit is bad (e.g., Swatch + Willis), this is less likely to occur, but if it does occur, it tends to be negative. Furthermore, we found that if a product has a strong brand personality (e.g., Breitling), the use of celebrity endorsement is not effective in shifting its image.
- Description
- 8 page(s)
- Subject Keyword
- 080600 Information Systems
- Subject Keyword
- celebrity endorsement
- Subject Keyword
- watch
- Subject Keyword
- brand image
- Subject Keyword
- brand personality
- Subject Keyword
- perceived fit
- Resource Type
- conference paper
- Organisation
- Macquarie University. Dept. of Business
- Identifier
- http://hdl.handle.net/1959.14/90536
- Identifier
- ISBN:9781877156299
- Identifier
- mq-rm-2007002108
- Language
- eng
- Reviewed
Macquarie University ResearchOnline
