Brand trait transference: When endorsers and salespeople acquire brand personality traits

Using endorsers can be an effective way to influence brand perceptions and elevate the brand. However, although there is a significant amount of research investigating how endorsers influence brand perceptions, there is little research showing whether traits associated with the brand influence perceptions of the endorser. This article addresses this under-researched area and provides evidence for brand trait transference. Brand trait transference occurs when a trait transfers from a brand to people associated with that brand. Four studies demonstrate brand trait transference and identify a boundary condition for this novel effect. Study 1 finds that a salesperson’s perceived trustworthiness is affected by the company he works for. Study 2 finds that a celebrity endorser's perceived attributes are influenced by the products she endorses. Study 3 uses the IAT (Implicit Association Test) to establish evidence that the brand trait transference effect is spontaneous and requires little cognitive effort. Study 4 identifies a boundary condition by showing that strong pre-existing traits associated with the communicator undermine the brand trait transference effect. The article discusses the implications of these findings for effective marketing communications as well as the theoretical implications for the growing research on branding, association transfer, and endorsers.