Transfer Effects : Exploring the Relationship Between Celebrity and Brand

  • Yang D
  • Wang S
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Abstract

Celebrity endorsement is one of the most popular promotions of marketing communication. The purpose of this study is to understand the transfer effectiveness between celebrity and brand. Experiment 1 indicates that audiences perceive both images of a celebrity and a brand as being consistent/ inconsistent, and the positive/negative transfer effect did not occur. Experiment 2 shows a positive endorser image can benefit a negative brand image and a positive brand image can weaken a negative endorser image. Experiment 3 shows that when the same celebrity endorsement changed from high to low, brand awareness has a positive transfer effect; conversely, when the same celebrity endorsement changed from low to high, brand awareness has a negative transfer. The results show interesting transfer effects between celebrity and brand, and support most of the hypothesized relationships. These findings advance our understanding of the pervasive influence of celebrity in today’s society. Keywords: Celebrity, brand image, meaning transfer, match-up hypothesis, cognition dissonance.

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Authors

  • Dong-jenn Yang

  • Sheng Wang

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