When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associationsopen access
- Authors
- Jun, Mina; Han, Jeongsoo; Zhou, Zhimin; Eisingerich, Andreas B.
- Issue Date
- Sep-2023
- Publisher
- Elsevier Inc.
- Keywords
- Brand endorsement; Brand evaluation; Celebrity endorser; Elevation; Enriching benefits
- Citation
- Journal of Business Research, v.164, pp 1 - 15
- Pages
- 15
- Journal Title
- Journal of Business Research
- Volume
- 164
- Start Page
- 1
- End Page
- 15
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/151606
- DOI
- 10.1016/j.jbusres.2023.113951
- ISSN
- 0148-2963
1873-7978
- Abstract
- This study examines how a celebrity endorser's key associations can complement and help improve a brand's low corresponding associations. By conducting three studies, we find that when consumers have no prior knowledge about the benefits of a brand, a celebrity's enabling, enticing, and enriching (3E) associations get transferred to the brand. However, when consumers know that a brand has low 3E benefits, only the celebrity endorsers’ enriching associations are transferred to the brand. Thus, from the current study the importance of a celebrity's enriching benefits is emphasized for both unknown and well-known brands. Furthermore, we theorize and demonstrate consumer elevation as the underlying mechanism whereby the enriching benefits of a celebrity endorser are transferred to a brand. The current findings extend the extant literature on celebrity endorsement management and provide valuable managerial insights for developing effective celebrity endorsement strategies. © 2023 The Author(s)
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