IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v164y2023ics0148296323003090.html
   My bibliography  Save this article

When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations

Author

Listed:
  • Jun, Mina
  • Han, Jeongsoo
  • Zhou, Zhimin
  • Eisingerich, Andreas B.

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.

Suggested Citation

  • Jun, Mina & Han, Jeongsoo & Zhou, Zhimin & Eisingerich, Andreas B., 2023. "When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations," Journal of Business Research, Elsevier, vol. 164(C).
    • Handle: RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323003090
    DOI: 10.1016/j.jbusres.2023.113951
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323003090
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.113951?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.

    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:jbrese:v:164:y:2023:i:c:s0148296323003090. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: http://www.elsevier.com/locate/jbusres .

    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.