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Endorser age and stereotypes: Consequences on brand age

Author

Listed:
  • Huber, Frank
  • Meyer, Frederik
  • Vogel, Johannes
  • Weihrauch, Andrea
  • Hamprecht, Julia

Abstract

This paper links findings from research on different age types to branding literature, and adds insight into how to rejuvenate a brand through the use of endorsers in advertisements. The article addresses the yet under-represented value of demographic characteristics of endorsers in affecting brand perception, and introduces the importance of the existence and strength of individual mental images of typical brand users in the process of such association transfers. Based on theoretical perspectives from personality transfer, (social) categorization, imagery, and advertising literature, the study proposes and tests several conditions for which age association transfer from endorser to brand takes place. Results show that using endorsers can be an effective way to influence consumers' brand age perceptions and to rejuvenate a brand. In doing so, it is important to pay attention to the existence and strength of mental images of typical brand users.

Suggested Citation

  • Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
  • Handle: RePEc:eee:jbrese:v:66:y:2013:i:2:p:207-215
    DOI: 10.1016/j.jbusres.2012.07.014
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    References listed on IDEAS

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    1. repec:eee:jbrese:v:82:y:2018:i:c:p:179-191 is not listed on IDEAS
    2. Stacey Baxter & Jasmina Ilicic & Alicia Kulczynski, 2015. "What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility," Marketing Letters, Springer, vol. 26(4), pages 525-534, December.
    3. Arsena, Ashley & Silvera, David H. & Pandelaere, Mario, 2014. "Brand trait transference: When celebrity endorsers acquire brand personality traits," Journal of Business Research, Elsevier, vol. 67(7), pages 1537-1543.
    4. Leïla Elgaaied-Gambier & Elisa Monnot & Fanny Reniou, 2018. "Using descriptive norm appeals effectively to promote green behavior," Post-Print hal-01630909, HAL.

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