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Multiple Endorsements and Consumer-Human Brand Attachment
Jasmina Ilicic and Cynthia M. Webster
Macquarie University, Sydney, Australia
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Celebrity Endorsement
Traditional Research Celebrity Characteristics
▪ Credibility (Hovland & Weiss 1951)▪ Attractiveness (McGuire 1985)▪ Match-up (Kamins & Gupta 1994; Till & Busler 1998)▪ Attractiveness Match-up
▪ Attractive celebrity-attractiveness enhancing product (Kamins 1990) Recent Research
Consumer-Celebrity connections▪ Self-concept (Escalas & Bettman 2009)▪ Attachment (Thomson, 2006)
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Relationships with celebrities (Thomson 2006)
Self-Determination Theory (Ryan & Deci 2000) Extent to which the object meets three fundamental human needs:
▪ Autonomy▪ Relatedness▪ Competence
Attachment Theory (Bowlby 1980) Separation Distress
▪ indicator of the strength of attachment bonds (Berman & Sperling 1994)
Strong Relationship Outcomes Satisfaction, Trust and Commitment (Fletcher, Simpson & Thomas 2000)
Consumer-Human Brand Attachment
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Overexposure potentially detrimental (Till 1998)
Negative perceptions (Mowen & Brown 1981)
Perceived as less credible (Tripp, Jensen & Carlson 1994)
Multiple Product/Brand Endorsements
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H1: Positive evaluations, in terms of a) attitude towards the advertisement
b) attitude towards the brand and
c) purchase intention
are greater when celebrities endorse a single branded product as opposed to endorsing multiple brands.
H2: Positive evaluations, in terms of a) attitude towards the advertisement
b) attitude towards the brand and
c) purchase intention
are greater when strong human brand attachment is present compared to weak attachment.
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Highly familiar
Equal on attractiveness
Product categories perceived as attractiveness-unrelated
Human Brand and product category perceived as being neither congruent nor incongruent
Human brand not have previously endorsed any products
Control: Celebrity Characteristics
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Pretesting
Pretest 1: Celebrity selection▪ 25 Students▪ Rove McManus and Eddie McGuire
▪ Highly familiar and equal attractiveness▪ Differing levels of attachment
Eddie- Weak attachment Rove- Strong attachment
▪ Both had not endorsed brands previously
Pretest 2: Product and brand name selection▪ 19 students▪ Product categories - attractiveness-unrelated▪ Products neither congruent nor incongruent▪ Photographica camera, Marc pen, Gafae coffee▪ Translation in non-English languages
Rove
Eddie
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2 x 2 Factorial Design
Single Endorsement Multiple Endorsements
Strong Attachment Celebrity 1 Celebrity 1
Hypothetical brand: 1 Hypothetical brands: 1, 2, 3
Weak Attachment Celebrity 2 Celebrity 2
Hypothetical brand: 1 Hypothetical brands: 1, 2, 3
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Test Brand
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Test Brand
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Significant, moderate positive relationships between: Aad and Ab
▪ Pearson’s r = .404, p<.01 Aad and PI
▪ Pearson’s r = .485, p<.01 Ab and PI
▪ Pearson’s r = .421, p<.01 Series of regression analyses- Baron and Kenny (1986) used for Sobel
Test (Sobel 1982; Preacher and Leonardelli 2005). purchase intention is directly mediated via attitude towards the ad
and attitude towards the brand ▪ test statistic of 3.78 and significance at the 0.001 level.
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Strong Attachment More positive Aad and Ab
Greater PI
Variable Mean Weak
Mean Strong
Attachment 2.1502 3.0022
Ad Attitude 2.4948 2.9867
Brand Attitude 2.9651 3.1413
Purchase Intention 3.0067 3.4082
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Aad, Ab and PI affected by Attachment not Endorsement Situation
Dependent Variable SourceSum of Squares Df Mean Square F Sig.
Attitude towards the Ad Photographica
Attachment 11.413 1 11.413 23.401 .000
Endorsement .898 1 .898 1.841 .177
Attach * Endorse .299 1 .299 .614 .434Attitude towards the Brand Photographica
Attachment 1.418 1 1.418 6.269 .013
Endorsement .177 1 .177 .783 .377
Attach * Endorse .000 1 .000 .001 .977
Purchase Intention for Photographica
Attachment 7.865 1 7.865 4.309 .039Endorsement .019 1 .019 .010 .919Attach * Endorse 7.789 1 7.789 4.267 .040
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Strong Attachment greater Aad and Ab in both single and multiple ES
Attachment StrongWeak
3.1
3.0
2.9
2.8
2.7
2.6
2.5
2.4
2.3
Aa
d
Single Endorsement
Multiple Endorsements
Low
High
Attachment StrongWeak
Ab
3.2
3.1
3.0
2.9
Single Endorsement
Multiple Endorsements
Low
High
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Attachment
StrongWeak
PI
3.8
3.6
3.4
3.2
3.0
2.8
2.6
Single Endorsement
Multiple Endorsements
High
Low
Strong Attachment PI greater in single ES
Weak Attachment PI greater in multiple ES
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Practitioners Identifying appropriate and effective endorsers for their
brands▪ Based on consumer-human brand attachment
Future Research Purchase Intention requires further investigation Investigate genuine endorsement situations, using real
ads with real brands.
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