Thirdly, the present study examines the extent to which consumer–celebrity attachment influences consumer attitude to-wards the advertisements, their attitude toto-wards the brands, and t
Trang 1Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention
Jasmina Ilicic⇑, Cynthia M Webster
Faculty of Business and Economics, Department of Marketing and Management, Macquarie University, NSW 2109, Australia
a r t i c l e i n f o
Article history:
Received 1 March 2011
Revised 6 July 2011
Accepted 6 July 2011
Available online 2 August 2011
Keywords:
Celebrity endorsement
Celebrity attachment
Attitude
Purchase intention
a b s t r a c t
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 con-trolling for celebrity attractiveness, familiarity and match-up Results show strong attachment to a celeb-rity 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
Ó 2011 Australian and New Zealand Marketing Academy Published by Elsevier Ltd All rights reserved
1 Introduction
Celebrities are a common feature in the contemporary
market-place, often becoming the face, or image, not only of consumer
products and brands, but of organisations themselves In Australia,
for example, Hugh Jackman is the face of Lipton Ice Tea, Nicole
Kid-man features in ads for Nintendo DS and George Clooney teams up
with John Malkovich for Nespresso coffee Brands make use of
well-known and likable celebrities by leveraging the celebrities’
equity (Keller, 2008) By pairing a brand with a celebrity, a brand
is able to leverage unique and positive secondary brand
associa-tions from a celebrity and gain consumer awareness, transfer
posi-tive associations tied to the celebrity onto the brand, build brand
image and ultimately enhance the endorsed brand’s equity (Keller,
2008) Celebrity endorsements lead to higher advertisement recall
rates (O’Mahony and Meenaghan, 1997/1998) and improve
com-munication with potential customers by establishing connections
between consumers and the advertised brand (Atkin and Block,
1983; Sherman, 1985) Additionally, celebrities aid in breaking
down cultural barriers (Mooij, 2004), assist in repositioning brand
and company images (Till and Shimp, 1998), and ultimately,
im-prove sales of the endorsed products (Kaikati, 1987) An
announce-ment of a celebrity endorser contract is found to positively affect
stock returns, making celebrities a worthwhile investment (
Agra-wal and Kamakura, 1995; Mathur et al., 1997)
Celebrities not only sell products and brands, they in fact exert powerful influence across all facets of popular culture and public life, influencing consumer attitudes and perceptions (Time Inc.,
2006) As such, celebrities increasingly are sought as endorsers for several brands within different product categories For exam-ple, former Miss Universe, Jennifer Hawkins, endorses a depart-ment store (Myer), lingerie (Lovable), a soft drink (Pepsi), soap (Lux) and make-up (CoverGirl) While many celebrities endorse multiple brands, overexposure is potentially detrimental (Till,
1998) Advertising professionals (Foote and Belding, 1978) suggest selecting an appropriate celebrity endorser with care, so as not to choose a celebrity tarnished by their associations with other prod-ucts (Mowen and Brown, 1981) Research shows that consumers perceive celebrities who endorse brands in multiple product cate-gories as less credible than those who only endorse one (Mowen and Brown, 1981; Tripp et al., 1994)
2 Multiple endorsements and consumer attachment Much of the endorsement research focuses on what character-istics constitute an effective celebrity endorser, namely in terms
of their personal attractiveness (McGuire, 1985), familiarity (Kamins, 1990; Misra and Beatty, 1990), likeability (Erdogen,
1999), credibility, believability and expertise (Ohanian, 1990) Other research examines whether the celebrity endorser’s image
is consistent with the image of the product, brand or organisation (Kamins, 1990; Kamins and Gupta, 1994; Lynch and Schuler, 1994; Till and Busler, 1998) Another stream of research assesses the im-pact of celebrity endorsements for marketing purposes, including
1441-3582/$ - see front matter Ó 2011 Australian and New Zealand Marketing Academy Published by Elsevier Ltd All rights reserved.
⇑Corresponding author Tel.: +61 2 9850 4857; fax: +61 2 9850 6065.
E-mail addresses: jasmina.ilicic@mq.edu.au (J Ilicic), cynthia.webster@mq.
edu.au (C.M Webster).
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Trang 2consumer attitude towards the brand and/or the advertisement
and purchase intention (Misra and Beatty, 1990; Lynch and
Schu-ler, 1994; Tripp et al., 1994; Till and Shimp, 1998) Recent research
explores the deeper connections between consumers and
celebri-ties.Escalas and Bettman (2009)useMcCracken’s (1989)meaning
transfer model, whereby the symbolic meanings associated with a
celebrity are transferred onto the brands the celebrity endorses,
and in turn, these meanings are then transferred from the celebrity
to consumers through selecting brands that communicate their
self-concept, ultimately forming a self-brand connection.Thomson
(2006)investigates consumer–celebrity (or human brand)
connec-tions through the varying levels of attachment consumers feel for
celebrities Although,Thomson’s (2006)study identifies the
exis-tence of consumer–celebrity connections, research is yet to
inves-tigate whether these celebrity connections influence consumer
attitude and purchase intention in an endorsement context
Although the business case for celebrity endorsement may
ex-plain why multiple endorsements by a celebrity are common
fea-tures in today’s marketing world, too little research is devoted to
examining the effectiveness of multiple brand endorsements (
Mo-wen and Brown, 1981; Tripp et al., 1994) In addition, the impact of
consumer attachment to celebrities on consumer brand
evalua-tions is not known As research only identifies the existence of
con-sumer–celebrity attachment (Thomson, 2006), it is not known
whether consumer attachment to a celebrity affects their attitude
towards brands endorsed by that celebrity While the implicit
sug-gestion of the meaning transfer process (McCracken, 1989) is that a
positive relationship exists between consumer attachment to a
celebrity and consumer attitude towards brands endorsed by that
celebrity, these relationships have not been empirically tested The
influence of attachment within the brand endorsement context is
still unknown
The purpose here is to contribute to the body of marketing
re-search on celebrity endorsements in three areas Firstly, the
multi-ple endorsement situation is further examined to determine the
effectiveness of multiple endorsements by a celebrity Secondly,
the present study extends the research on consumer–celebrity
relationships by investigating the degree to which attachment to
a celebrity impacts consumers’ evaluations of endorsed brands,
in terms of their advertisement and brand attitude, and purchase
intention Thirdly, the present study examines the extent to which
consumer–celebrity attachment influences consumer attitude
to-wards the advertisements, their attitude toto-wards the brands, and
their purchase intention for multiple brands endorsed by a single
celebrity
2.1 Celebrity characteristics: attractiveness and congruency
Empirical studies in the area of celebrity endorsement focus on
how specific celebrity characteristics influence consumers’
evalua-tions and recall of advertisements as well as the featured products
and brands (McGuire, 1985; Misra and Beatty, 1990; Ohanian,
1991; Lynch and Schuler, 1994) The Source Attractiveness Model
posits that the effectiveness of a message is dependent on the
similarity, familiarity, liking and attractiveness of an endorser
(McGui re, 1985) Experimental research demonstrates that
attrac-tive communicators are able to generate greater likeability, intent
to purchase and higher recall rates for the products and brands
endorsed (Kahle and Homer, 1985) Although the Source
Attrac-tiveness Model is valuable in researching celebrity endorsement
effectiveness, it has received criticism (McCracken, 1989) The
model proposes that if the attractiveness condition is satisfied,
‘‘any celebrity should serve as a persuasive source for any
advertis-ing message’’ (McCracken, 1989, p 311) The model identifies the
importance of attractiveness but fails to explain the extent to
which a celebrity must be seen to be appropriate for the brand endorsed
The Match-Up Hypothesis (Kamins, 1990; Misra and Beatty, 1990; Kamins and Gupta, 1994; Lynch and Schuler, 1994; Till and Busler, 1998) introduces the need for an appropriate fit be-tween the celebrity and the brand being endorsed The match-up hypothesis occurs when ‘‘highly relevant characteristics of the spokesperson are consistent with highly relevant attributes of the brand’’ (Misra and Beatty, 1990, p 160) In other words, the spokesperson must be perceived as an appropriate match with the brand and product category in which the brand is located For example, a muscular spokesperson is seen as congruent when endorsing a stamina-associated product such as Nautilus weight-lifting equipment (Lynch and Schuler, 1994) Results from experi-mental work show that a spokesperson is perceived as more knowledgeable, credible and persuasive when s/he matches the product and brand Congruency results in higher brand recall (Misra and Beatty, 1990) and positive attitude towards the brand endorsed, while incongruence leads to negative brand evaluations (Kamins and Gupta, 1994)
Kamins’ (1990) work investigates the match-up between the attractiveness of a celebrity and a product that is related to enhancing personal appearance The results reveal that for a prod-uct that is attractiveness-related, such as perfume and cosmetics,
an attractive celebrity outperforms an unattractive celebrity on likeability and familiarity An attractive model also significantly enhances spokesperson credibility and attitude toward the ad when endorsing an attractiveness-enhancing product Conversely, when an attractive model endorses an attractiveness-unrelated product, such as a computer, no significant effects are found.Till and Busler (1998) further investigate the match-up hypothesis and the importance of attractiveness contributing to the effective-ness of fit between endorser and product Results of their study show that the combination of attractiveness and expertise results
in higher attitude toward the brand and purchase intention Over-all, the research on celebrity endorsement shows that it is impor-tant to control specifically for product/brand and celebrity associations, celebrity-product/brand congruency, as well as famil-iarity and attractiveness of the celebrity, as these factors signifi-cantly impact consumer evaluations of the brands endorsed by celebrities
2.2 Endorsement situation: single versus multiple Limited research examines the impact of celebrities endorsing multiple products Mowen and Brown (1981) utilise Attribution Theory (Kelley, 1967) in their study of multiple product endorse-ments According to Attribution Theory, consumers view advertise-ments featuring celebrity endorsers and then seek ‘‘to determine the causal reasons for a celebrity endorsing a product’’ (Mowen and Brown 1981, p 437) This suggests that consumers perceive celebrity endorsers as believing in the brands they endorse, rather than endorsing brands purely for monetary reasons They find that subjects react more favourably to a branded product and evaluate a celebrity more positively when the celebrity endorses only a single product compared to when the celebrity endorses multiple prod-ucts Findings also show that advertisements are perceived more favourably and are more interesting when a celebrity endorses only one product
Tripp et al (1994)use the Source Credibility Model to investi-gate the impact of multiple product endorsements, whereby the effectiveness of a message is dependent on the perceived level of expertise (knowledge, experience and skills) and trustworthiness (honesty, integrity and believability) of an endorser (Hovland and Weiss, 1951; Hovland et al., 1953) An endorser who is perceived
to be an expert is found to be more persuasive (Aaker and Myers,
Trang 31987) and to generate greater intentions to buy the brand (
Oha-nian, 1991).Tripp et al.’s (1994)results suggest that a celebrity is
seen as more trustworthy and more of an expert when only
endorsing one brand Trustworthiness, expertise and liking of a
celebrity significantly lessen when the celebrity endorses multiple
products
Taking into consideration past research on multiple product
endorsement, celebrity-product/brand congruency,
celebrity-prod-uct/brand associations and controlling for celebrity attractiveness
and familiarity, the following hypothesis is put forward:
H1 Consumers’ evaluations, in terms of (a) attitude towards the
advertisement, (b) attitude towards the brand and (c) purchase
intention are greater when celebrities endorse a single branded
product than when they endorse multiple brands
2.3 Consumer–brand connections
Building a strong brand, and therefore consumer based brand
equity, partly relies on creating Consumer–brand connections
Marketers now stress the importance of creating brand resonance
or brand relationships (Keller, 2008), due to their enduring nature
Consumers’ attachment to brands is at the ‘‘core of all strong
con-sumer–brand relationships’’ (Fournier, 1998, p 363), is a crucial
component of brand resonance (Keller, 2008) and, therefore a
crit-ical driver of brand equity (Park et al., 2007; Keller, 2008)
2.3.1 Consumer–celebrity brand attachment
Researchers argue that, through the marketing communication
process, brands take part in active relationship roles, qualifying
them as reciprocating relationship partners (Fournier, 1998;
Thomson et al., 2005) Thomson et al (2005) investigate
con-sumer–brand relationships under attachment theory Recognising
the basic human need to make strong emotional attachments to
particular others, attachment is defined as an emotion-laden
tar-get-specific bond between a person and a specific object, such as
another ordinary person, celebrity or brand (Bowlby, 1979,
1980) Attachment theory rests on the notion of ‘‘separation
dis-tress’’, which is the degree to which individuals express strong
emotional reactions when threatened with real or imagined
sepa-ration from an object of affection This sepasepa-ration distress is a
use-ful indicator of the strength or intensity of an attachment bond
(Berman and Sperling, 1994).Thomson et al.’s (2005)study points
up the strong relationship between brand attachment (feelings of
connection, affection and passion) and psychological separation
distress
Thomson (2006)further applies Self-Determination Theory (La
Guardia et al., 2000; Ryan and Deci, 2000) to investigate the
exis-tence of consumer–celebrity, or human brand, relationships
According toRyan and Deci (2000, p 262), self-determination is
based on the basic psychological needs of Autonomy (freedom to
make choices), Relatedness (closeness to others) and Competence
(achievement) and these A–R–C needs are ‘‘crucial in predicting
feelings of attachment’’.Thomson (2006)examines the extent to
which individuals feel a celebrity satisfies their A–R–C needs
Thomson’s (2006)study shows that participants have a stronger
attachment towards celebrities who make them feel they are cared
for (relatedness) but also free to do as they wish (autonomy) The
need for achievements to be recognised (competence) is not a
fac-tor in participants’ attachment to celebrities As such,Thomson’s
(2006)results confirm the importance of autonomy and
related-ness components of self-determination, but not competency, for
the development of a consumer’s attachment for a celebrity
Thomson (2006)also examines more positive outcomes of
attach-ment, such as satisfaction, commitment and trust Once more,
results show attachment strength results in higher satisfaction, trust and commitment with the celebrity brand relationship Although,Thomson (2006)identifies the existence of consumer– celebrity attachment bonds, the importance of consumer–celebrity relationships for marketing purposes in an endorsement situation
is unknown
Research is yet to integrate the brand attachment literature with the celebrity endorsement literature The examination of the attachment literature leads us to hypothesise that a relation-ship exists between consumer–celebrity endorser attachment and consumers’ evaluations of single and multiple endorsed brands Based on multiple product endorsement and consumer– celebrity relationship research, the following hypotheses are put forward:
H2 Consumers’ evaluations, in terms of (a) attitude towards the advertisement, (b) attitude towards the brand and (c) purchase intention, are greater in a strong celebrity endorser attachment condition than in a weak celebrity endorser attachment condition H3 Consumer–celebrity endorser attachment has a greater influ-ence than does celebrity endorsement on (a) attitude towards the advertisement, (b) attitude towards the brand and (c) purchase intention
H4 Consumers’ evaluations, in terms of (a) attitude towards the advertisement, (b) attitude towards the brand and (c) purchase intention, are similarly more positive in a strong celebrity endorser attachment condition than in a weak celebrity endorser attach-ment condition, regardless of whether the celebrity is seen endors-ing sendors-ingle or multiple brands
Consistent with the literature, more positive evaluations will occur when celebrities endorse a single brand as opposed to endorsing multiple brands, regardless of the attachment strength Consumer–celebrity attachment strength, on the other hand, will have a positive impact on consumer evaluations, regardless of the number of brands endorsed by celebrities The current research extends the research on celebrity endorsement by examining the extent to which attachment and endorsement situation influence consumer attitude towards advertisements, attitude towards brands and purchase intention
3 Method
To test the hypotheses and ensure that celebrities and endorsed brands are critically evaluated without any pre-existing brand asso-ciations, a 2 2 between subjects factorial design is employed to manipulate attachment strength to the celebrity (strong versus weak) and endorsement situation (single versus multiple), while controlling for the extraneous variables, through pretesting of celeb-rity attractiveness, celebceleb-rity-product match, and pre-existing brand associations Attachment strength is manipulated by using two celebrities, one celebrity for the strong attachment condition and one celebrity for the weak attachment condition Hypothetical brands in generic product categories are used for the single and mul-tiple endorsement conditions (see Fig 1) Two pre-tests are ar-ranged, the first of which determines the celebrities to be used within the main experiment and the second assists in the selection
of the products and brand names to be used in the main experiment 3.1 Pre-test 1: celebrity selection
Pre-test 1 is undertaken to select two celebrities who are not known for endorsing any brands, are perceived to be equal on attractiveness and familiarity, and yet are seen to differ on
Trang 4attachment While sports, music, and movie celebrities are
appro-priate, TV celebrities are chosen, as ample opportunity exists for
frequent exposure, increasing the likelihood of varying levels of
attachment TheHottest on TV website (2007)is used to identify
attractive and familiar Australian TV personalities The website
al-lows the public to vote for whom they believe is the hottest
Austra-lian celebrity on television for the month of July In order to be an
eligible candidate for the website, the television personalities have
to be a regular presenter, panelist, actor or reporter on a television
show produced in Australia Celebrities are evaluated on various
characteristics including looks, charisma, personality, hype,
fresh-ness and popularity In total, 16 celebrities meet the criteria and
eight males and eight females are selected for pre testing An
extensive web search shows that none of the 16 celebrities have
previously endorsed any products or brands
A convenience sample of 25 students from an undergraduate
marketing course is asked to rate their familiarity with the 16
celebrities and evaluate the attractiveness of each Familiarity is
assessed with a single item 7-point likert scale Five items of
attractiveness are measured on a 7-point likert scale based on
Oha-nian (1990) including attractive, handsome or beautiful, classy,
elegant, and sexy The 25 informants then evaluate their
attach-ment to each of the 16 celebrities A series of rank order questions
are used to measure six different items and outcomes of
attach-ment based onThomson (2006)including relatedness, autonomy,
separation distress, satisfaction, trust and commitment
FollowingMcGuire (1985), a combination of the familiarity and
attractiveness guides the choice of two male celebrities: Rove
McManus and Eddie McGuire Both Rove and Eddie receive high
mean scores for familiarity (5.6 and 5.5, respectively), are
per-ceived to be similarly attractive (4.64 and 4.89, respectively) and
neither is thought to have endorsed brands previously Rove
re-ceives very high mean rank scores on all levels of attachment,
whereas Eddie is ranked lower by respondents on all levels of
attachment (4.99 and 2.55, respectively) Accordingly, Rove is used
in the Strong Attachment condition and Eddie is used in the Weak
Attachment condition
3.2 Pre-test 2: product and brand name selection
Pre-test 2 is undertaken to ensure that product categories
cho-sen are seen as attractiveness-unrelated and seen as neither
con-gruent nor inconcon-gruent with the image of the two chosen
celebrities (Rove and Eddie) Previous studies utilise products such
as a pen (Mowen and Brown, 1981; Till and Busler, 1998), home
computer (Kamins, 1990; Kamins and Gupta, 1994; Biswas et al.,
2006), coffee (Misra and Beatty, 1990), and camera (Tripp et al.,
1994) Translating the product name into another language creates
fictitious brand names for the products If a subject understands
the word, no attributes are associated as the translation is purely
the name of the product The brand names for the test products are: Gafae Coffee, Marc Pen, Ordinateur Home Computer and Photographica Camera
A convenience sample of 19 students in an undergraduate mar-keting course completes the survey Informants are provided with
a list of 10 products (six attractiveness-related and four attractive-ness-unrelated) and asked to indicate the degree to which each of the products is attractiveness-related (1 = attractiveness-related and 7 = attractiveness-unrelated) and to evaluate whether the products and brands are congruent with or match the image of the celebrity (1 = match and 7 = mismatch) Only those products that are seen as attractiveness-unrelated and neither congruent nor incongruent with the celebrity are chosen Although the cam-era (attractiveness mean = 5.21, Rove congruence mean = 3.53, Ed-die congruence mean = 3.79), pen (attractiveness mean = 6.16, Rove congruence mean = 4.47, Eddie congruence mean = 3.73), cof-fee (attractiveness mean = 5.37, Rove congruence mean = 4.73, Ed-die congruence mean = 4.57) and home computer (attractiveness mean = 5.37, Rove congruence mean = 5.84, Eddie congruence mean = 5.05) are all perceived as attractiveness-unrelated prod-ucts, the home computer is seen as incongruent with the images
of both celebrities As such, Photographica Camera, Marc Pen and Gafae Coffee product categories and brands are selected for use
in the main experiment, with Photographica Camera chosen as the test brand
3.3 Main experiment
In total, 237 undergraduate students participate in the experi-ment, all of whom are enrolled in marketing courses at a regional university in Australia Undergraduate students are specifically chosen as suitable subjects for this particular study as research indicates that young adults are more susceptible to celebrity en-dorser influence (Kaikati, 1987) and consumers’ aged between 16 and 34 are twice as likely to purchase products from a celebrity they like (The Future Data Foundation, 2004 cited inPringle and Binet, 2005) In addition,Thomson’s (2006)study investigates the existence of consumer–celebrity attachment bonds specifically in undergraduate students This study uses the same sampling frame
in order to replicate and extendThomson’s (2006)research to the endorsement context Valid responses are obtained from 198 sub-jects with roughly equal numbers in each condition A total of 50.5% of subjects view Eddie McGuire the Weak Attachment condi-tion and 49.5% view the Strong Attachment condicondi-tion of Rove McManus Females comprise 48.5% of the subjects, with 51.5% male Females and males report similar mean attachment levels for Rove McManus (females mean = 3.09, SD = 1.13, n = 48, males mean = 3.04, SD = 1.14, n = 50) Males, however, are slightly more attached to Eddie McGuire than females (males mean = 2.53,
SD = 0.84, n = 52; females mean = 2.10, SD = 0.77, n = 48)
Fig 1 2 2 Factorial research design.
Trang 53.3.1 Materials: stimuli and measures
Ad booklets containing 12 ads each are constructed for the
sin-gle and multiple endorsement conditions In the sinsin-gle
endorse-ment condition, the ad booklets contain one test ad featuring
either Rove McManus (strong) or Eddie McGuire (weak)
endors-ing Photographica Camera Another five Australian TV
personali-ties, who in the pre testing process rank highly on familiarity,
attractiveness and neutral on attachment, feature in five filler
ads endorsing other fictitious brands Six additional filler ads
fea-ture attractiveness-unrelated products with fictitious brand
names, but no celebrity endorser In the multiple endorsement
condition, subjects view either Rove (Strong) or Eddie (Weak)
endorsing one fictitious test brand (Photographica) and two
func-tional brands (Marc and Gafae) There are nine filler ads with only
three of the five Australian TV celebrities from the single ad
book-let featuring with multiple attractiveness-unrelated products (e.g
rice, milk and water) and fictitious brands All test ads, functional
ads and filler ads within the booklets follow a similar layout The
celebrity is featured only from the shoulders up so as not to
en-hance attractiveness (as attractiveness is not a component
inves-tigated within this particular study) The two celebrities within
the test ads and functional ads are both wearing black suits and
are featured from mid chest upwards, with a grey studio
background
Measures used to quantify attachment are taken directly from
Thomson (2006), who adapts four items from La Guardia et al
(2000) based on self-determination and four items from Hazan
and Shaver (1994)based on attachment Two items for Autonomy
and two for Relatedness are adapted fromLa Guardia et al (2000)
and measured on 7-point likert scales ended 1 = not at all, 7 = very
much Separation distress is measured with four items taken from
Hazan and Shaver (1994) Satisfaction (two items), Trust (three
items) and Commitment (two items) are sourced from Fletcher
et al.’s (2000)Perceived Relationship Quality Scale and measured
on 7-point likert scales ending 1 = not at all, 7 = very much
Atti-tude towards the Ad and attiAtti-tude towards the brand are measured
using four itemsMitchell and Olson’s (1981)5-point semantic
dif-ferential scales Purchase intention is measured using one item
fromKamins and Gupta (1994)and two items fromChoi (2002)
3.3.2 Procedure
With course coordinator approval, the researcher greets
stu-dents within classes and distributes project information
state-ments Students who agree to take part in the study sign consent
forms and are randomly assigned a questionnaire plus ad booklet
Subjects are given a brief time to look over the ad booklet First,
subjects provide information on their TV viewing and on their
familiarity with the celebrity endorser (either Rove or Eddie) They
are then asked to view a photograph of either Rove or Eddie and
evaluate their attachment to the celebrity Subjects then are
direc-ted to view a specific ad and to presume that the celebrity had signed a contract with one fictitious brand (Photographica Camera)
or all three fictitious brands (Gafae Coffee, Marc Pen and Photo-graphica Camera) In the multiple brand endorsement conditions subjects are asked to view three ads (functional ads for Marc and Gafae and test ad for Photographica) Finally, subjects evaluate their attitude towards the ad, attitude towards the brand, and their purchase intention of the test brand Photographica Camera
4 Results
An independent samples t-test manipulation check finds a sig-nificant difference (t = 6.812, p < 0.001) in attachment, regardless
of endorsement condition, between Rove and Eddie, with subjects reporting a stronger attachment to Rove (mean = 3.00, SD = 0.61) and a weaker attachment to Eddie (mean = 2.15, SD = 0.96).Table 1 presents means for attachment and outcome evaluations for the test brand Photographica On average, subjects report positive lev-els of attachment with significantly higher levlev-els of attachment for Rove (strong attachment) Subjects report a neutral attitude to-wards the brand and neutral attitude toto-wards the ad in which the test brand Photographica featured, with a slightly more posi-tive attitude in the strong attachment condition Purchase inten-tion is low, with greater intent to purchase in the strong attachment condition
Table 2presents means for the outcome evaluations of the four experimental conditions on the test brand Photographica Subjects report stronger attitude towards the brand in the single endorse-ment situations in both the strong and weak attachendorse-ment condi-tions, providing support for Hypothesis 1b Attitude towards the
ad and purchase intention are inconsistent with the current expla-nations of the effect of multiple endorsements on consumer evalu-ations Attitude towards the ad is stronger when the celebrity is seen endorsing multiple brands, rejecting Hypothesis 1a Purchase intention is more likely in the single endorsement situation only for the strong attachment celebrity, showing partial support for Hypothesis 1c Table 3 also shows subjects report stronger ad and brand attitude and greater likelihood of purchase in both of the strong attachment conditions, compared to those in the weak attachment conditions, providing support for Hypothesis 2a, 2b and 2c
Table 3shows the results of the main effects of all the depen-dent variables, attitude towards the ad, attitude towards the brand and purchase intention Results indicate that the main effect for attachment is significant (p < 0.001), with the endorsement situa-tion not significant In other words, attitude towards the ad, atti-tude towards the brand and purchase intention all are influenced
by attachment but are not significantly influenced by the endorse-ment situation, showing support for Hypothesis 3a, 3b and 3c
Table 1
Means for attachment, ad attitude, brand attitude and purchase intention.
Variable Mean weak attachment Mean strong attachment Mean single endorsement Mean multiple endorsement
Table 2
Means for attachment, ad attitude, brand attitude and purchase intention by attachment strength and endorsement situation.
Dependent variable Strong attach/single end mean Strong attach/multiple end mean Weak attach/single end mean Weak attach/multiple end mean
Trang 6Figs 2 and 3graphically show those subjects in the strong
attach-ment condition report a significantly and similarly higher attitude
towards the ad and brand for both the multiple and single
endorse-ment situations than those subjects in the weak attachendorse-ment
condi-tion, providing support for Hypothesis 4a and 4b This finding
indicates that when consumers are more attached to a celebrity,
their attitude towards the ads and brands in which the celebrity is
featured do not decline when the celebrity endorses multiple
brands In fact, attitude towards the ad is higher in the multiple
endorsement situations in both the strong and weak attachment
conditions, again highlighting inconsistencies in the current
multi-ple endorsement literature and rejection of Hypothesis 1a
Purchase intention is a more complex behaviour A significant
interaction effect between attachment and endorsement situation
exists for purchase intention.Fig 4shows that purchase intention
is most likely in the strong attachment/single endorsement situa-tion and least likely in the weak attachment/single endorsement sit-uation Endorsement situation is found to play a crucial role in purchase intent, rejecting Hypothesis 4c When consumers are more attached to a celebrity and view that celebrity endorsing multiple brands, this negatively impacts their purchase intention, a finding consistent with the research undertaken on multiple endorsements (Mowen and Brown 1981) Yet, when consumers have a weak attachment to a celebrity, their purchase intention is increased if the celebrity is seen to endorse multiple brands
Overall, consumer attachment to a celebrity does impact con-sumer attitude towards the ad, brand and purchase intentions Attachment to a celebrity has a significant role in explaining con-sumer attitude Concon-sumer attachment to a celebrity results in
high-er attitude towards the ad and attitude towards the brand the celebrity endorses, regardless of whether the celebrity is seen endorsing a single brand or multiple brands Interestingly, attach-ment also has a positive influence on consumer purchase intention, but only when the celebrity endorses a single brand Consumer pur-chase intention in fact decrease when they see a celebrity to whom they are strongly attached endorsing multiple brands On the con-trary, consumer purchase intention increase when they are weakly attached to a celebrity and view this celebrity endorsing multiple brands The findings suggest that it is a combination of the number
of endorsements made by a celebrity in addition to the degree of attachment strength that influences consumer purchase intent
5 Managerial and theoretical implications Practitioners continually face the challenge of identifying appropriate and effective celebrity endorsers for their brands
Table 3
Main effects and interaction effects.
Fig 2 Attitude towards the ad.
Fig 4 Interaction effect of the dependent variable purchase intention.
Trang 7who have the ability to enhance their brand equity through the
transference of awareness and image associations (Keller, 2008),
and symbolic meanings linked to the celebrity (McCracken,
1989) Previous criteria are based purely on the characteristics of
the celebrity such as their attractiveness (McGuire 1985),
familiar-ity (Kamins, 1990; Misra and Beatty, 1990), likeability (Erdogen,
1999), credibility, believability and expertise (Ohanian, 1990)
However, findings from this study indicate that brand managers
can significantly benefit from selecting celebrity endorsers with
whom consumers have a connection, in terms of an attachment
bond Results of this study suggest that celebrities to whom
con-sumers are attached may be more effective endorsers of brands
than those celebrities to whom consumers are less attached When
consumers are attached to a celebrity, they possess significantly
more positive attitude towards the advertisement and brand with
which the celebrity features and a greater likelihood to purchase a
brand when the celebrity is seen only to endorse one brand
Find-ings from this study suggest that managers can significantly
en-hance the equity of their brands by leveraging the associations of
celebrities to whom consumers of their target market are attached
Much of the theoretical research within celebrity endorsement
focuses on trustworthiness as a significant factor affecting source
credibility and consequently consumer evaluations of the
effec-tiveness of a celebrity as an endorser (Hovland and Weiss, 1951;
Hovland et al., 1953) Trust is an important positive outcome of
strong celebrity attachment Although previous research identifies
trustworthiness of the celebrity as an important factor predicting
consumer evaluation of their effectiveness as endorsers, research
to date does not identify how trust can be formed or influenced
This study confirmsThomson’s (2006) discovery of the
exis-tence of attachment bonds between consumers and celebrities
using both Attachment and Self-Determination theories The
re-sults of this study suggest that the constructs that explain the
de-gree of relationship strength can be used in the creation and
formation of an attachment towards a celebrity endorser Brand
managers can benefit from incorporating the dimensions that
fos-ter attachment bonds into marketing communication strategies to
encourage consumer–celebrity connections with those celebrities
who endorse their brands Strategies to create stronger
connec-tions between consumers and celebrity endorsers should focus
on emphasising the two key basic human needs of autonomy
and relatedness, as these needs are highly related to consumer
attachment to celebrities
Communication executional frameworks can portray celebrity
endorsers with brands in a way that empowers consumers to
ex-press themselves If celebrities are perceived as people who value
and appreciate consumers’ expressions of their individuality, then
possibly consumers will develop a sense of freedom to value their
choices with regards to endorsed brands This will encourage
con-sumers to feel that the celebrity enables them a degree of
auton-omy Brand managers also can aim to create a connection or
closeness between the endorser and consumers If celebrity
endorsers are represented as individuals who genuinely care about
consumers, this can encourage a sense of belonging and
recogni-tion, facilitating consumers’ needs for relatedness
Furthermore, increasing the frequency of interactions between
consumers and celebrity endorsers can perhaps reduce consumer
uncertainty and foster the creation of attachment bonds (Berman
and Sperling 1994) By carefully crafting communication messages
and designing media strategies with appropriate levels of reach
and frequency, the development of attachments to celebrity
endorsers can be fostered and, in turn, alter consumer attitude to
the brands endorsed By fostering such attachments, brand
manag-ers can then perhaps be able to influence consummanag-ers’ degree of
sat-isfaction, trust and commitment, leading to purchase In effect, the
brand will benefit by encouraging positive consumer attitude and
purchase intention These strategies may also be effective for cre-ating an attachment to celebrities who will in the future endorse
a brand
Although previous studies identify negative effects for brands that attempt to leverage equity from celebrities who endorse mul-tiple brands (Mowen and Brown, 1981; Tripp et al., 1994), the find-ings of this study suggest that consumer attitude towards the advertisement and brand are positive even when a celebrity is seen endorsing multiple brands Purchase intention, on the other hand, are found to decrease when a strongly attached celebrity is seen to endorse more than one brand An increase in consumer purchase intent is found only when a weak attachment celebrity is seen to endorse multiple brands If practitioners are only interested in con-sumer attitude towards their ads and brands, selecting celebrities
to whom consumers are attached and who have been seen endors-ing multiple other brands are of no concern However, if practitio-ners focus on purchase intention, then care should be taken with regards to utilising celebrities to whom consumers are attached who also have multiple brand endorsements
6 Future research directions Results from this study show an interesting relationship be-tween strong consumer attachment to a celebrity and purchase intention Although purchase intention is high when a strong attachment celebrity is seen endorsing a single brand, purchase in-tent decreases when that celebrity is seen endorsing multiple brands On the other hand, purchase intent is found to significantly increase when a weak attachment celebrity is seen to endorse mul-tiple brands Since an interaction effect has occurred, the findings for purchase intention require further investigation Future re-search also is needed to explore the relationship between con-sumer strong and weak attachment to celebrities and their purchase intentions for the multiple brands they endorse For example, experimental work incorporating purchase simulations will aid in clarifying the conditions under which multiple endorse-ments have either positive or negative ramifications for brands Although the use of fictitious brands provides a strictly con-trolled situation that restricts consumer associations in order to identify the purest assessment of the brand, the use of these brands also limits the generalisability of the results to new or unknown brands Practitioners will benefit from understanding the impact that consumer–celebrity attachment has on existing brands Fu-ture research can investigate the impact of consumer attachments
to celebrities using genuine endorsement situations, with real ads and real brands In addition, celebrity associations are not identi-fied in this study and have the ability to significantly affect con-sumer brand evaluations As such, future research can explore consumer associations tied to celebrities and the influence these associations have on their evaluations of endorsed brands It is likely that attachment dimensions are strongly linked in consumer knowledge structures for particular celebrities and can be identi-fied through mapping techniques
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