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Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention

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  • Ilicic, Jasmina
  • Webster, Cynthia M.

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.

Suggested Citation

  • Ilicic, Jasmina & Webster, Cynthia M., 2011. "Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention," Australasian marketing journal, Elsevier, vol. 19(4), pages 230-237.
    • Handle: RePEc:eee:aumajo:v:19:y:2011:i:4:p:230-237
    DOI: 10.1016/j.ausmj.2011.07.005
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    Cited by:

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