ORCID Profile
0000-0002-2658-4492
Current Organisation
Monash University - Caulfield Campus
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Publisher: Informa UK Limited
Date: 03-09-2015
Publisher: Informa UK Limited
Date: 02-10-2018
Publisher: Emerald
Date: 13-04-2015
Abstract: – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. – Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer – celebrity brand relationship. – The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. – This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.
Publisher: WARC Limited
Date: 12-02-2016
DOI: 10.2501/JAR-2016-003
Publisher: Wiley
Date: 27-09-2018
DOI: 10.1002/MAR.21161
Publisher: JMIR Publications Inc.
Date: 23-07-2020
DOI: 10.2196/17296
Abstract: Nutrition science is currently facing issues regarding the public’s perception of its credibility, with social media (SM) influencers increasingly becoming a key source for nutrition-related information with high engagement rates. Source credibility and, to an extent, authenticity have been widely studied in marketing and communications but have not yet been considered in the context of nutrition or health communication. Thus, an investigation into the factors that impact perceived source and message credibility and authenticity is of interest to inform health communication on SM. This study aims to explore the factors that impact message and source credibility (which includes trustworthiness and expertise) or authenticity judgments on SM platforms to better inform nutrition science SM communication best practices. A total of 6 databases across a variety of disciplines were searched in March 2019. The inclusion criteria were experimental studies, studies focusing on microblogs, studies focusing on healthy adult populations, and studies focusing on either source credibility or authenticity. Exclusion criteria were studies involving participants aged under 18 years and clinical populations, gray literature, blogs, WeChat conversations, web-based reviews, non-English papers, and studies not involving participants’ perceptions. Overall, 22 eligible papers were included, giving a total of 25 research studies. Among these studies, Facebook and Twitter were the most common SM platforms investigated. The most effective communication style differed depending on the SM platform. Factors reported to impact credibility included language used online, expertise heuristics, and bandwagon heuristics. No papers were found that assessed authenticity. Credibility and authenticity are important concepts studied extensively in the marketing and communications disciplines however, further research is required in a health context. Instagram is a less-researched platform in comparison with Facebook and Twitter.
Publisher: Springer Science and Business Media LLC
Date: 10-12-2019
DOI: 10.1007/S10899-019-09921-5
Abstract: It has been suggested that much like commercial environments (e.g., retailing), the situational characteristics of gambling environments form an important determinant of gambling behavior. However, no research has examined whether ambient lighting in gaming venues can have unintended consequences in terms of gambling behavior. The results of three experimental laboratory studies show that game play duration and total spend increase when ambient lighting is dim (vs. bright). Process evidence suggests that this phenomenon occurs as ambient lighting influences risk-taking, which in turn increases game play duration and total spend. Further, evidence is provided that the effect of dim (vs. bright) ambient lighting reduces risk-taking and subsequent game play duration and total spend when an in idual's self-awareness is facilitated (i.e., screening between gaming machines is removed). This research has implications in terms of public policy regarding the determination of minimum lighting levels in venues as a means to decrease gambling-related harm. Moreover, while gaming venues can use these insights and their ambient lighting switches to nudge in iduals toward reducing their game play duration and total spend, gambling-afflicted consumers can opt for gambling venues with bright ambient lighting and those without screened gaming machines.
Publisher: JMIR Publications Inc.
Date: 03-12-2019
Abstract: utrition science is currently facing issues regarding the public’s perception of its credibility, with social media (SM) influencers increasingly becoming a key source for nutrition-related information with high engagement rates. Source credibility and, to an extent, authenticity have been widely studied in marketing and communications but have not yet been considered in the context of nutrition or health communication. Thus, an investigation into the factors that impact perceived source and message credibility and authenticity is of interest to inform health communication on SM. his study aims to explore the factors that impact message and source credibility (which includes trustworthiness and expertise) or authenticity judgments on SM platforms to better inform nutrition science SM communication best practices. total of 6 databases across a variety of disciplines were searched in March 2019. The inclusion criteria were experimental studies, studies focusing on microblogs, studies focusing on healthy adult populations, and studies focusing on either source credibility or authenticity. Exclusion criteria were studies involving participants aged under 18 years and clinical populations, gray literature, blogs, WeChat conversations, web-based reviews, non-English papers, and studies not involving participants’ perceptions. verall, 22 eligible papers were included, giving a total of 25 research studies. Among these studies, Facebook and Twitter were the most common SM platforms investigated. The most effective communication style differed depending on the SM platform. Factors reported to impact credibility included language used online, expertise heuristics, and bandwagon heuristics. No papers were found that assessed authenticity. redibility and authenticity are important concepts studied extensively in the marketing and communications disciplines however, further research is required in a health context. Instagram is a less-researched platform in comparison with Facebook and Twitter.
Publisher: Emerald
Date: 09-02-2015
Abstract: – The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit. – Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson–product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson–product fit. The mediating role of spokesperson–product fit on attitude towards the advertisement and the moderating role of need for cognition (NFC) was also tested. – Findings indicate that verbal congruence influences consumer perceptions of fit, regardless of visual congruence. Perceptions of spokesperson–product fit also act as mediators between visual and verbal congruence and attitude towards the advertisement. However, verbal congruence did not influence consumer perceptions of spokesperson–product fit when the NFC was low. – This research has implications for advertisers and brand managers considering the creation of a name for a non-celebrity spokesperson or the development of a brand/spokes-character. However, this research is limited, as it examines only male names. – This research shows that perceptions of spokesperson and product fit are not only influenced by spokesperson appearance (visual congruence) but also by spokesperson name (verbal congruence). This research also identifies limitations of the applicability of phonetic symbolism theory by identifying a condition under which phonetic symbolism (verbal congruence) exerts no effects on perceptions of spokesperson–product fit.
Publisher: Wiley
Date: 10-05-2016
DOI: 10.1002/MAR.20887
Publisher: Informa UK Limited
Date: 2019
Publisher: Emerald
Date: 17-08-2015
DOI: 10.1108/JPBM-11-2014-0748
Abstract: – The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages. – The relationship between sounds and shapes was examined in a pilot study. A 2 × 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children’s (from 5 to 12 years) product-related judgments. – Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate that brand logo-related shape symbolism effects are weaker and appear later in age when compared with brand name-related sound symbolism effects. Further, younger children are able to infer product attribute meaning when exposed to two symbolic cues (that is, brand name and brand logo). – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes. – This is the first experiment undertaken to examine the combination of brand name- and brand logo-related symbolism effects in the context of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues.
Publisher: Springer Science and Business Media LLC
Date: 05-2014
DOI: 10.1057/BM.2014.11
Publisher: Wiley
Date: 04-05-2017
DOI: 10.1002/MAR.21012
Publisher: Springer Science and Business Media LLC
Date: 14-03-2014
Publisher: Springer Science and Business Media LLC
Date: 12-01-2021
Publisher: Elsevier BV
Date: 12-2016
Publisher: Elsevier BV
Date: 07-2013
Publisher: Springer International Publishing
Date: 02-12-2015
Publisher: Maad Rayan Publishing Company
Date: 14-11-2022
Abstract: Marketing responses to sugar-sweetened beverage (SSB) taxes are understudied in the literature. Previous research has been limited to examining price and advertising, in particular promotions responses. Forde et al advocate for a focus on exploring a range of marketing responses to a SSB tax, with an emphasis on the marketing mix (price, promotion, product, and place). Their qualitative findings from the United Kingdom focus mostly on possible product and price decisions, with limited discussion of place and promotions decisions. We argue that the proposed marketing mix decisions may be used to avoid or side-step a SSB tax and that their likelihood of adoption may be dependent upon additional factors besides brand strength, reputation, and portfolio size highlighted by Forde and colleagues, such as organizational capabilities, industry competition, and brand positioning. We recommend future research examine the importance of consumer behaviour in developing marketing programs and in response to the marketing mix levers pulled by industry.
Publisher: Springer Science and Business Media LLC
Date: 15-07-2017
Publisher: Emerald
Date: 12-02-2018
Abstract: This research aims to examine the effect of spokesperson facial symmetry on advertisement attitude, brand attitude and purchase intention and the mediating role of source authenticity on attitudinal and behavioral judgments. Two studies were undertaken. Study 1 examined the effect of facial symmetry on source authenticity and endorsement effectiveness. Study 2 investigated the influence of the authentic facial cues of freckles and moles on source authenticity and advertisement attitude, brand attitude and purchase intention. Findings indicate that source authenticity is the mechanism that explains attitudinal and behavioral judgments toward advertisements featuring asymmetrical spokespeople. The phenomenon observed is due to a proposed source authenticity overgeneralization effect, whereby spokespeople with asymmetrical faces are perceived as more genuine and real which, subsequently, results in more positive attitude toward the advertisement, attitude toward the brand and greater purchase intention than advertisements featuring spokespeople with symmetrical faces. The addition of authentic (biological) facial cues (i.e. freckles and moles) on spokespeople with a symmetrical facial structure, however, can heighten perceptions of source authenticity and the manifestation of the source authenticity overgeneralization effect. This research has implications for marketing managers in the selection and depiction of spokespeople in their advertisements. However, this research is limited, as it only examines the facial feature characteristics of symmetry, freckles, and moles. This research shows that an asymmetrical facial structure can positively influence source, attitudinal and behavioral judgments. This research also identifies that although symmetrical facial structures dilute source- and endorsement-based judgments, the addition of authentic facial cues, freckles and moles, can reverse the negative effects and enhance perceptions of source authenticity, attitude toward the advertisement, attitude toward the brand and purchase intentions.
Publisher: Wiley
Date: 26-06-2014
DOI: 10.1002/NVSM.1497
Publisher: Springer Science and Business Media LLC
Date: 28-05-2018
Publisher: Emerald
Date: 08-05-2017
Abstract: This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments. Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.
Publisher: Emerald
Date: 20-01-2022
Abstract: This research aims to introduce an anxious product-shaking effect, whereby consumers regulate the emotion of anxiety (i.e. anxious, nervous and jittery) elicited through product packaging design by shaking a product, which decreases eating intentions and behavior. Shaking product interaction as a result of anxiety-inducing product packaging design is introduced as a strategy to counter emotional eating, as an effective preventive measure of obesity. Three laboratory studies (Studies 1–3) and one online study (Study 4) are conducted. Study 1 examines the effect of anxiety-inducing product packaging design on product interaction (i.e. shaking vs pouring). Study 2 investigates whether product shaking is a form of emotional regulation to anxiety-inducing product packaging design. Study 3 explores the effect of emotional regulation suppression (i.e. pouring) and facilitation (i.e. shaking) on eating behavior. Study 4 examines the moderating role of phobia severity on the effect of anxiety-inducing product packaging on emotional regulation and the downstream consequences on eating intentions. Results demonstrate that the presence of anxiety-eliciting product packaging design results in shaking of the product (Study 1) as a form of emotional regulation (Study 2). Results from Study 3 find that emotional regulation facilitation (i.e. shaking) decreases eating, while emotion regulation suppression (i.e. pouring) increases eating. Results of Study 4 show that when exposed to anxiety-inducing product packing design, those with low phobia severity are less likely to regulate their emotions, which subsequently increases their eating intentions. This research is limited as it focuses only on product interaction and consumption of food products. This research has important implications for marketers and product managers, as well as public policymakers, in encouraging responsible consumption behaviors in consumers. Marketing, product managers and policymakers should consider packaging design to introduce anxiety-inducing imagery on the packaging itself as a way to encourage shaking emotional regulation and to reduce eating, especially of unhealthy foods such as confectionary. This research introduces and provides evidence of an anxious product-shaking effect that can reduce consumption of unhealthy food products. Anxiety-inducing packaging design strategy results in the emotional regulation of product shaking, which can reduce eating intentions and behavior.
Publisher: MDPI AG
Date: 22-06-2020
DOI: 10.3390/NU12061861
Abstract: Communicating evidence-based nutrition messages to the public is challenging and is often in conflict with popular opinions, particularly from social media influencers (SMIs). In order to increase engagement with nutrition professionals (NPs) on social media, we aimed to explore young adults’ perceptions of the authenticity and trustworthiness of SMIs and NPs Instagram posts. A cross-sectional questionnaire was administered to students (n = 149) from an Australian University. Participants viewed a real-life Instagram profile and one post from both a NP and a SMI. Main outcomes were post authenticity and trustworthiness, and emotional message appeals measured on five-point Likert scales. Regression models were developed to assess whose post (the NP or SMI) was perceived to be more authentic and trustworthy. Participants were young adults (median age (25th, 75th percentiles): 20 (19,21)), with approximately half identifying as female. A high heroic message appeal (+1SD above mean) significantly increased the perceived authenticity of the NPs post only (p = 0.01). Post authenticity enhanced post trustworthiness, but only when a heroic message appeal was used by the NP. When appropriate, NPs should convey positive emotions such as bravery and success to enhance the authenticity and trustworthiness of their posts.
Publisher: Elsevier BV
Date: 12-2014
Publisher: Elsevier BV
Date: 03-2017
Publisher: Springer International Publishing
Date: 18-11-2017
Publisher: SAGE Publications
Date: 23-03-2018
Abstract: This study introduces consumer socialization agency (CSA i.e. the act of influencing another about consumption) as the reason why consumers learn through peer communication on social media tourism sites. Based on an online panel of 193 US consumers, the study investigated how a personal connection to a tourism site (i.e. customer engagement [CE]) and a connection with peers on social media (i.e. peer group identification) drives CSA about tourism, which, subsequently, influences learning about tourism-related consumption decisions (i.e. peer communication). Our model establishes that identification with peers on social media and CE with tourism sites are antecedents to consumer socialization. Consumers need to feel engaged with tourism social media sites to participate in socialization and feel connected to their peers on social media in general. Consumer socialization, or the willingness to teach/influence tourism-related skills to friends, influences the willingness to learn new tourism consumer skills, including tourism-related decision-making. We propose that for a tourism site to be successful, it must enable social exchange of knowledge and ideas (through enabling consumer socialization), not just in idual user experience.
Publisher: Elsevier BV
Date: 09-2018
Publisher: Informa UK Limited
Date: 09-2015
Publisher: Emerald
Date: 02-09-2021
Abstract: This paper aims to explore the power of appeals based on fear mixed with challenge co-designed with vulnerable consumers in motivating the use of credence services. A qualitative phase (Study 1), comprising focus groups of self-identified at-risk gamblers, revealed a series of conceptual themes for advertising stimuli that were then tested empirically (Study 2) on the likelihood to use credence services in a gambling context. In idual characteristics such as tolerance of ambiguity were also tested for their potential moderating influence. In comparison to appeals based on single emotions, fear mixed with the challenge has a significantly stronger impact on intentions to use credence services in at-risk gamblers. Findings confirm the indirect positive impact of fear mixed with the challenge via sequential mediators of involvement with advertising and attitude towards credence service advertising. The moderating role of tolerance of ambiguity on credence service use intentions was confirmed. The potential of a fear mixed with challenge appeal to motivate vulnerable consumers to seek credence services has not been investigated to date. The findings contribute to both the transformative service research and advertising literature streams by providing valuable insights into promotional c aigns aimed at vulnerable consumers such as at-risk gamblers.
Publisher: Springer Science and Business Media LLC
Date: 03-04-2015
DOI: 10.1057/BM.2015.7
Publisher: Emerald
Date: 03-12-2020
Abstract: With limited research on help-seeking in the social marketing domain, this research takes a unique perspective through the lens of McGuire’s psychological framework examining the intrinsic and extrinsic motivations (or perceived help-seeking benefits) influencing help-seeking attitudes and behaviour in at-risk gamblers. This paper aims to examine the role that response efficacy has on the relationship between perceived help-seeking benefits and help-seeking behavioural intentions. Study 1 used focus groups to explore the positive influence of help-seeking in at-risk gamblers. Studies 2 and 3 used online surveys to further test the direct and indirect impacts of perceived help-seeking benefits on attitudes and behavioural intentions. Structural equation modelling with multi-group analysis (low/high response efficacy) tested the hypotheses. Both cognitive and affective psychological motives manifest as distinct intrinsic (well-being, self-esteem and self-control) and extrinsic motivators (social influence) that influence at-risk gamblers’ help-seeking attitudes and intentions to seek professional services. These perceived benefits influence help-seeking intentions directly (for those high in response efficacy) and indirectly via serial attitudinal mediators. The results provide a guide for practitioners to enhance the promotion of professional help. Practitioners should develop marketing communication messages centred on the specific psychological needs of at-risk gamblers to encourage help-seeking behaviour including an emphasis on assertion, affiliation, independence, utilitarian, tension reduction, ego defence and consistency. This research is the first, to the knowledge, to examine the psychological motivations that encourage help-seeking in at-risk gamblers, demonstrating that both preservation and growth motives influence help-seeking attitudes and the decision to act.
Publisher: Springer Science and Business Media LLC
Date: 04-03-2016
DOI: 10.1057/BM.2016.5
Publisher: SAGE Publications
Date: 02-2015
DOI: 10.1016/J.AUSMJ.2014.11.003
Abstract: This study examines the effect of fear intensity and type of fear on smokers’ recall of fear-based graphic stimuli. A 2 × 2 factorial design manipulates fear intensity (high vs. low) and fear type (physical vs. social). Results show high intensity messages promote superior recall, with recall heightening when the message also depicts physical harm. This study also shows that viewing time moderates the interaction effect of fear intensity and fear type on recall. Findings demonstrate that smokers report greater recall when exposed to highly intense messages that depict physical harm, with the effect only significant when viewing time is low. We argue that high intensity physical harm messages encourage greater message recall when viewed for only a short period due to shock arousal.
Publisher: Emerald
Date: 10-08-2020
Abstract: The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience) and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.
Publisher: Emerald
Date: 15-08-2018
Abstract: The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for ex le, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.
Publisher: Springer Science and Business Media LLC
Date: 10-10-2020
Publisher: Wiley
Date: 10-12-2015
DOI: 10.1002/MAR.20857
Publisher: Springer Science and Business Media LLC
Date: 12-12-2017
Publisher: Elsevier BV
Date: 12-2019
Publisher: SAGE Publications
Date: 11-2011
DOI: 10.1016/J.AUSMJ.2011.07.005
Abstract: 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.
Publisher: Wiley
Date: 09-10-2014
DOI: 10.1002/MAR.20751
No related grants have been discovered for Jasmina Ilicic.