When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations
Article
Jun, M., Han, J., Zhou, Z. and Eisingerich, A. 2023. When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations. Journal of Business Research. 164. https://doi.org/10.1016/j.jbusres.2023.113951
Type | Article |
---|---|
Title | When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations |
Authors | Jun, M., Han, J., Zhou, Z. and Eisingerich, A. |
Abstract | This study examines how a celebrity endorser’s key associations can complement and help improve a brand’s low corresponding associations. By conducting three studies, we find that when consumers have no prior knowledge about the benefits of a brand, a celebrity’s enabling, enticing, and enriching (3E) associations get transferred to the brand. However, when consumers know that a brand has low 3E benefits, only the celebrity endorsers’ enriching associations are transferred to the brand. Thus, from the current study the importance of a celebrity’s enriching benefits is emphasized for both unknown and well-known brands. Furthermore, we theorize and demonstrate consumer elevation as the underlying mechanism whereby the enriching benefits of a celebrity endorser are transferred to a brand. The current findings extend the extant literature on celebrity endorsement management and provide valuable managerial insights for developing effective celebrity endorsement strategies. |
Keywords | Brand endorsement; Celebrity endorser; Elevation; Enriching benefits; Brand evaluation |
Sustainable Development Goals | 9 Industry, innovation and infrastructure |
Middlesex University Theme | Creativity, Culture & Enterprise |
Publisher | Elsevier |
Journal | Journal of Business Research |
ISSN | 0148-2963 |
Electronic | 1873-7978 |
Publication dates | |
Sep 2023 | |
Online | 28 Apr 2023 |
Publication process dates | |
Accepted | 11 Apr 2023 |
Deposited | 11 Oct 2023 |
Output status | Published |
Publisher's version | License |
Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2023.113951 |
Web of Science identifier | WOS:000990823600001 |
Language | English |
https://repository.mdx.ac.uk/item/v65v1
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