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The impact of age on consumer attachment to celebrities and endorsed brand attachment

Author

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  • Jasmina Ilicic

    (Monash Business School, Monash University)

  • Stacey M Baxter
  • Alicia Kulczynski

Abstract

This study investigates developmental differences in self-determination needs as antecedents of consumers’ strong attachments to celebrities and, in turn, brand attachment. Applying lifespan development theory and self-determination theory, we propose that celebrity encouragement of consumer self-determination needs of autonomy (freedom), and relatedness (closeness) in the promotion of strong consumer–celebrity attachment, become less influential as consumers’ age. Results of two studies show the bounds of attachment theory and self-determination theory, and brand attachment, as an outcome of celebrity attachment. Findings from Study 1 show that autonomy and relatedness needs encouraged by celebrities become less influential in older consumers attachment to celebrities. Study 2 further identifies that self-determination needs (including autonomy and relatedness) strengthen younger adult consumers attachment to celebrities, which also encourages strong brand attachment when the celebrity is paired with a brand in an endorsement context. This study is important to human brand and brand managers in the development of attachment bonds between consumers and celebrities to strengthen endorsed brand attachment.

Suggested Citation

  • Jasmina Ilicic & Stacey M Baxter & Alicia Kulczynski, 2016. "The impact of age on consumer attachment to celebrities and endorsed brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 273-288, May.
    • Handle: RePEc:pal:jobman:v:23:y:2016:i:3:d:10.1057_bm.2016.5
    DOI: 10.1057/bm.2016.5
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    References listed on IDEAS

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    5. Gilal, Faheem Gul & Zhang, Jian & Paul, Justin & Gilal, Naeem Gul, 2019. "The role of self-determination theory in marketing science: An integrative review and agenda for research," European Management Journal, Elsevier, vol. 37(1), pages 29-44.
    6. Muhammad Waqar Rana & Faisal Mustafa & Muhammad Umer Quddoos & Rab Nawaz Lodhi, 2021. "How Brand Jealousy is an Antidote for Premium to Pay More in the Presence of Materialism and Brand Attachment?," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(1), pages 35-45, june.
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    9. Băcilă Mihai F. & Ciornea Raluca & Drule Alexandra M. & Cohut Andreea M., 2019. "Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 5-17, December.
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