IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v32y2015i2p155-163.html
   My bibliography  Save this article

The vampire effect: When do celebrity endorsers harm brand recall?

Author

Listed:
  • Erfgen, Carsten
  • Zenker, Sebastian
  • Sattler, Henrik

Abstract

Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes the existence of the vampire effect and its moderators in a series of experiments with a total of 4,970 respondents. The results provide important insights into how to avoid the vampire effect by creating appropriate conditions, such as high endorser–brand congruence or a strong cognitive link between the celebrity and the brand. Surprisingly, brand familiarity does not significantly moderate the effect.

Suggested Citation

  • Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:2:p:155-163
    DOI: 10.1016/j.ijresmar.2014.12.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811615000075
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2014.12.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Sengupta, Jaideep & Goodstein, Ronald C & Boninger, David S, 1997. "All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 351-361, March.
    2. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    3. Michel Wedel & Rik Pieters, 2000. "Eye Fixations on Advertisements and Memory for Brands: A Model and Findings," Marketing Science, INFORMS, vol. 19(4), pages 297-312, October.
    4. Meyers-Levy, Joan, 1991. "Elaborating on Elaboration: The Distinction between Relational and Item-Specific Elaboration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 358-367, December.
    5. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    6. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    7. Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
    8. Campbell, Margaret C & Keller, Kevin Lane, 2003. "Brand Familiarity and Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 292-304, September.
    9. Robin J. Tanner & Ahreum Maeng, 2012. "A Tiger and a President: Imperceptible Celebrity Facial Cues Influence Trust and Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 769-783.
    10. Jacoby, Jacob & Szybillo, Geroge J & Busato-Schach, Jacqueline, 1977. "Information Acquisition Behavior in Brand Choice Situations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(4), pages 209-216, March.
    11. Stewart, David W. & Furse, David H., 2000. "Analysis of the Impact of Executional Factors on Advertising Performance," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 85-88, December.
    12. Park, C Whan & Lessig, V Parker, 1981. "Familiarity and Its Impact on Consumer Decision Biases and Heuristics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 8(2), pages 223-230, September.
    13. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lazăr Laura, 2020. "Gender Influence on the Perception of Celebrity Endorsement," Studia Universitatis „Vasile Goldis” Arad – Economics Series, Sciendo, vol. 30(2), pages 13-23, June.
    2. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
    3. Ali Ahmed Abdelkader, 2022. "Lurk or De-Lurk?: The Role of Participation Type and Sport Fanaticism in Understanding the Link Between Brand Community Identification and Oppositional Brand Loyalty," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-26, January.
    4. Shan, Juan & Lu, Hebo & Cui, Annie Peng, 2022. "1 + 1 > 2? Is co-branding an effective way to improve brand masstige?," Journal of Business Research, Elsevier, vol. 144(C), pages 556-571.
    5. Tijo Thomas & Johney Johnson, 2019. "The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model," Vision, , vol. 23(3), pages 275-286, September.
    6. Benjamin Boeuf & Jessica Darveau, 2019. "An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity," Journal of Business Ethics, Springer, vol. 155(4), pages 1077-1099, April.
    7. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
    8. Nistoreanu Puiu & Pelau Corina & Lazar Laura, 2019. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1079-1086, May.
    9. Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
    10. Simmonds, Lucy & Bellman, Steven & Kennedy, Rachel & Nenycz-Thiel, Magda & Bogomolova, Svetlana, 2020. "Moderating effects of prior brand usage on visual attention to video advertising and recall: An eye-tracking investigation," Journal of Business Research, Elsevier, vol. 111(C), pages 241-248.
    11. Corina Pelau & Puiu Nistoreanu & Laura Lazar & Ruxandra Badescu, 2022. "Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing," Sustainability, MDPI, vol. 14(19), pages 1-15, October.
    12. Jae-woong Yoo & Hyun-seon Lee & Young-ju Jin, 2018. "Effects of Celebrity Credibility on Country’s Reputation: A Comparison of an Olympic Star and a Political Leader," Corporate Reputation Review, Palgrave Macmillan, vol. 21(3), pages 127-136, September.
    13. Razzaq, Ali & Shao, Wei & Quach, Sara, 2024. "Meme marketing effectiveness: A moderated-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    14. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    15. Thubelihle Ndlela & Tinashe Chuchu, 2016. "Celebrity Endorsement Advertising: Brand Awareness, Brand Recall, Brand Loyalty as Antecedence of South African Young Consumers' Purchase Behaviour," Journal of Economics and Behavioral Studies, AMH International, vol. 8(2), pages 79-90.
    16. Cathy Nguyen & Jenni Romaniuk & Margaret Faulkner & Justin Cohen, 2018. "Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory," Marketing Letters, Springer, vol. 29(1), pages 37-48, March.
    17. Babin, Barry J. & Herrmann, Jean-Luc & Kacha, Mathieu & Babin, Laurie A., 2021. "The effectiveness of brand placements: A meta-analytic synthesis," International Journal of Research in Marketing, Elsevier, vol. 38(4), pages 1017-1033.
    18. Carsten Erfgen & Henrik Sattler & Isabel Victoria Villeda, 2016. "Effects of Celebrity Endorsers for Multiple Brands on Attitudes and Purchase Intentions," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 17(1), pages 49-67, April.
    19. Majid Zahmati & Seyed Morteza Azimzadeh & Mohammad Saber Sotoodeh & Omid Asgari, 2023. "An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement," Electronic Commerce Research, Springer, vol. 23(3), pages 1665-1676, September.
    20. Jari Martikainen & Roberto Adriani, 2023. "Cover Images of Inflight Magazines as Airlines’ Methods of Impression Management: Alitalia’s Ulisse Magazine and Finnair’s Blue Wings Magazine," Corporate Reputation Review, Palgrave Macmillan, vol. 26(1), pages 64-80, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    2. Irene Roozen & Christel Claeys, 2010. "The Relative Effectiveness of Celebrity Endorsement for Print Advertisement," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business (FEB), Review of Business and Economic Literature, vol. 0(1), pages 76-89.
    3. Hall, Matthew J. & Carlson, Les & Gentry, James W., 2024. "“Aha! I knew that voice sounded familiar!”: Recognizing a non-identified voice-over endorser increases ad enjoyment via moments of insight," Journal of Business Research, Elsevier, vol. 174(C).
    4. Nilesh Arora & Sanjeev Prashar & Chandan Parsad & Sai Vijay Tata, 2019. "Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(3), pages 179-195, September.
    5. Lin Fang & Yanqing Jiang, 2015. "Persuasiveness of celebrity endorsed advertising and a new model for celebrity endorser selection," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 5(8), pages 153-173, August.
    6. Karasiewicz Grzegorz & Kowalczuk Martyna, 2014. "Effect of Celebrity Endorsement in Advertising Activities by Product Type," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 44(1), pages 74-91, December.
    7. Lars Bergkvist & Charles R. Taylor, 2016. "Leveraged marketing communications: a framework for explaining the effects of secondary brand associations," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 157-175, December.
    8. Abdullah Malik & Bushan D. Sudhakar, 2014. "Positioning Through Celebrity Endorsement - A Review Contribution to Brand Literature," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 259-275.
    9. 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.
    10. Erik Hunter & Per Davidsson, 2007. "Celebrity entrepreneurship: communication effectiveness through perceived involvement," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 4(5), pages 505-527.
    11. Leyla Jaoued-Abassi & Jean-Louis Chandon, 2007. "Celebrity endorsement in advertising: Are celebrity ads more effective than ads with unknown model or pure product ads? [Endossement par les célébrités : Les annonces avec endosseur célèbre sont-el," Post-Print hal-01128179, HAL.
    12. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    13. Carsten Erfgen & Henrik Sattler & Isabel Victoria Villeda, 2016. "Effects of Celebrity Endorsers for Multiple Brands on Attitudes and Purchase Intentions," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 17(1), pages 49-67, April.
    14. Sue Bridgewater, 2014. "Sponsorship and football," Chapters, in: John Goddard & Peter Sloane (ed.), Handbook on the Economics of Professional Football, chapter 8, pages 117-129, Edward Elgar Publishing.
    15. repec:dau:papers:123456789/4202 is not listed on IDEAS
    16. Lee, Richard & Lockshin, Larry & Cohen, Justin & Corsi, Armando, 2019. "A latent growth model of destination image's halo effect," Annals of Tourism Research, Elsevier, vol. 79(C).
    17. El Hedhli, Kamel & Zourrig, Haithem & Becheur, Imene, 2021. "Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    18. Yogesh Upadhyay & S. K. Singh, 2010. "When Sports Celebrity Doesn'T Perfrom: How Consumers React to Celebrity Endorsement?," Vision, , vol. 14(1-2), pages 67-78, January.
    19. Pallavi Dogra & Rishi Raj Sharma, 2019. "Modelling the Effects of Financial Services Advertising on Financial Product Purchase: An Empirical Validation," Vision, , vol. 23(4), pages 418-431, December.
    20. Chang Joseph W., 2017. "Moral character effects in endorser perception," Management & Marketing, Sciendo, vol. 12(2), pages 171-188, June.
    21. repec:dau:papers:123456789/4257 is not listed on IDEAS
    22. Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:32:y:2015:i:2:p:155-163. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.