How long does celebrity meaning transfer last?
- Author(s)
- Johannes Knoll, Jörg Matthes, Andrea Münch, Migena Ostermann
- Abstract
Extending previous research on celebrity endorsements, the study investigates whether the meaning of celebrities is transferred to endorsed brands and how transfer effects develop over time. Additionally, the moderating roles of brand experience, celebrity liking, and consumers' age are investigated. The hypothesized effects are modeled using a propositional learning approach with an experimental repeated-measures design (panel data). Results confirm the assumed meaning transfer effect. In addition, the effects appear to be substantially stronger after about a week indicating some type of sleeper effect. Furthermore, the effects increase with increasing brand experience and celebrity liking. Adolescent consumers are not differently affected when compared to adults and controlled for the differing levels of brand experience. Results are discussed in light of propositional learning theory. Future areas of research are proposed.
- Organisation(s)
- Department of Communication
- External organisation(s)
- Universität Wien
- Journal
- International Journal of Advertising
- Volume
- 36
- Pages
- 588-612
- No. of pages
- 25
- ISSN
- 0265-0487
- DOI
- https://doi.org/10.1080/02650487.2016.1213062
- Publication date
- 2017
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 508007 Communication science, 508014 Journalism
- Keywords
- ASJC Scopus subject areas
- Communication, Marketing
- Portal url
- https://ucris.univie.ac.at/portal/en/publications/how-long-does-celebrity-meaning-transfer-last(d227c492-1410-4eed-b2fd-8ca91a847613).html