Endorsement Theory: How Consumers Relate to Celebrity Models

Marshall, Roger; Woonbong, Na; State, Gabriel; Deuskar, Sonali Prakash

doi:10.2501/s0021849908080550

Cited by 39 publications

(19 citation statements)

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“…A third contribution pertains to the service context of the current study. A majority of the endorsement literature uses product brand endorsements as the context (Spry et al, 2011; Marshall et al, 2008), thus limiting the contextual scope of the findings. Services are characterized largely by experience and credence attributes and lack of physical evidence, thereby making services marketing a challenging task.…”

Section: Discussionmentioning

confidence: 99%

Trust–Commitment as a Mediator of the Celebrity Endorser–Brand Equity Relationship in a Service Context

Dwivedi

Johnson

2013

Australasian Marketing Journal

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The current study extends the endorsement literature by examining it in the trust–commitment framework. Specifically, the trust–commitment framework is examined as a mediator of the effect of endorser credibility on consumer perceived brand equity as well as consumer expectations of relationship continuity. The current study is conducted within a pure service (i.e., telecom service) context; adding incremental value to the findings given the pivotal role of the trust–commitment framework. The conceptual model is estimated using a sample of 525 Indian consumers that evaluate some of the major Indian telecom sector brand-and-endorser combinations. The model fits the data adequately, and the analysis supports a fully mediated role of the trust–commitment framework in explaining the hypothesized outcomes. The study complements theoretical perspectives on endorser effects, and suggests a relationship facilitating role of celebrity endorsements.

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Section: Discussionmentioning

confidence: 99%

Trust–Commitment as a Mediator of the Celebrity Endorser–Brand Equity Relationship in a Service Context

Dwivedi

Johnson

2013

Australasian Marketing Journal

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“…Previous research shows that consumer reactions to advertising are dependent on their perceptions of its intended audience (e.g., Dahlén et al., ; Marshall, Na, & Deuskar, ). Advertising appeals are interpreted to not only convey information about the advertised brand, but also about the target audience it sets out to influence.…”

Section: Hypothesesmentioning

confidence: 99%

Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects

2017

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This paper investigates the impact of femvertising (female empowerment advertising). More specifically, it hypothesizes that femvertising (vs. traditional portrayals of females in advertising) will reduce ad reactance among a female target audience, and that this in turn will enhance ad and brand attitudes. The results of three experimental studies indicate that this is indeed the case, and that the results hold across print and digital media, for five different product categories, and for femvertising focusing on challenging female stereotypes in terms of physical characteristics as well as the roles and occupations used to portray women in advertising. Although previous studies of the effects of female portrayals tend to focus on social comparison and self-identity, the current paper considers the role of psychological reactance to (more or less) stereotypical portrayals in explaining these effects. The results suggest that marketers have much to gain from adapting a more proactive and mindful approach to the female portrayals they use in their ads. K E Y W O R D S ad reactance, female empowerment, female portrayals, femvertising Psychol Mark. 2017;34:795-806.

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“…Furthermore, considering culture as a moderator of the SC effect is timely and important as it may help clarify inconsistencies in past SC research. For instance, while studies of consumers in the USA support the ideal SC effect (Graeff, 1996;Hong & Zinkhan, 1995;Hung & Petrick, 2011;Marshall, Na, State, & Deuskar, 2008), the very few available studies outside of the USA in Switzerland (Malär et al, 2011) and China (He & Mukherjee, 2007), do not.…”

Section: Introductionmentioning

confidence: 99%

How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west

González-Jiménez

Fastoso

Fukukawa

2019

Journal of Business Research

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Despite a substantial body of self-congruity (SC) research (cf. Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012) two important questions remain open: First, does the SC effect apply beyond Western countries. Second, does individual level culture moderate the SC effect? This study contributes to SC theory by developing hypotheses on the validity of the four SC effects across East and West and by studying the moderating impact of the individual level cultural variable self-construals on those four effects. This study tests its hypotheses through a survey of over 1,600 consumers in an Eastern (India) and a Western (USA) country. Results show that the overall actual SC effect holds across East and West, while the ideal SC effect holds across contexts yet only for consumers with an independent self-construal. Meanwhile, the social SC effect holds in the Eastern but not in the Western context, while the ideal social SC effect does not hold in either context. Results further show a moderating effect of individual level culture on the SC effect, as the actual SC effect is stronger for interdependent consumers whereas the ideal SC effect is stronger for independent consumers across contexts. Finally, the findings of this study are used to advance managerial implications and to propose a refinement of SC theory.

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Endorsement Theory: How Consumers Relate to Celebrity Models

Cited by 39 publications

References 0 publications

Trust–Commitment as a Mediator of the Celebrity Endorser–Brand Equity Relationship in a Service Context

Trust–Commitment as a Mediator of the Celebrity Endorser–Brand Equity Relationship in a Service Context

Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects

How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west

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