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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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    2. Zu Qian ONG, 2015. "The Impact of Celebrity Credibility on Consumer’s Purchase Intention toward the Footwear Industry in Malaysia: The Mediating Effect of Attitude toward Advertisement," Information Management and Business Review, AMH International, vol. 7(4), pages 55-63.
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    4. Syed Asim Shah & Muhammad Haroon Shoukat & Waseef Jamal & Muhammad Shakil Ahmad, 2023. "What Drives Followers-Influencer Intention in Influencer Marketing? The Perspectives of Emotional Attachment and Quality of Information," SAGE Open, , vol. 13(2), pages 21582440231, June.
    5. Ilicic, Jasmina & Baxter, Stacey M. & Kulczynski, Alicia, 2016. "White eyes are the window to the pure soul: Metaphorical association and overgeneralization effects for spokespeople with limbal rings," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 840-855.
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    9. Monday Odili & Ukpai K. Ukpai, 2021. "Celebrity Endorsement and Customer Patronage," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 8(4), pages 131-139, April.
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    13. 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.
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