How long does celebrity meaning transfer last?

Autor(en)
Johannes Knoll, Jörg Matthes, Andrea Münch, Migena Ostermann
Abstrakt

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(en)
Institut für Publizistik- und Kommunikationswissenschaft
Externe Organisation(en)
Universität Wien
Journal
International Journal of Advertising
Band
36
Seiten
588-612
Anzahl der Seiten
25
ISSN
0265-0487
DOI
https://doi.org/10.1080/02650487.2016.1213062
Publikationsdatum
2017
Peer-reviewed
Ja
ÖFOS 2012
508007 Kommunikationswissenschaft, 508014 Publizistik
Schlagwörter
ASJC Scopus Sachgebiete
Communication, Marketing
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/how-long-does-celebrity-meaning-transfer-last(d227c492-1410-4eed-b2fd-8ca91a847613).html