2021
DOI: 10.1108/jcm-06-2020-3921
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Priming effect of celebrities on consumer response toward endorsed brands: an experimental investigation

Abstract: Purpose Moving beyond the concept of congruence between celebrity image and brand image, this study explores a new domain in which to investigate the match-up hypothesis. Specifically, this study aims to understand the extent to which consumers engage in more indulgent behavior when participants are primed with a celebrity with a certain perceived lifestyle. Design/methodology/approach Two independent experiments were undertaken to observe consumer reactions to advertisements using celebrities as priming sti… Show more

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Cited by 4 publications
(3 citation statements)
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“…Moreover, purchase intention was found to significantly and positively mediate the effects of consumers' attitude towards green skincare product advertisements and attitude towards green skincare product brands on their willingness to pay premium price. These results supported the findings of several recent studies [ 31 , 53 ] on the positive influence of a brand having a celebrity endorser with credible and charming personality on consumers’ attitude toward the endorsed brand and willingness to pay for the brand.…”
Section: Discussionsupporting
confidence: 91%
See 1 more Smart Citation
“…Moreover, purchase intention was found to significantly and positively mediate the effects of consumers' attitude towards green skincare product advertisements and attitude towards green skincare product brands on their willingness to pay premium price. These results supported the findings of several recent studies [ 31 , 53 ] on the positive influence of a brand having a celebrity endorser with credible and charming personality on consumers’ attitude toward the endorsed brand and willingness to pay for the brand.…”
Section: Discussionsupporting
confidence: 91%
“…However, there is a substantial knowledge gap in regards to green skincare products and cosmetics, which can be due to the ineffective and inefficiency of marketing communication [ 30 ]. Furthermore, prior research mostly examined how endorsements affected customers' perceptions and intentions to buy the recommended items, and only a select handful studies were conducted on how endorsements from renowned celebrities may influence consumers' willingness to pay premium price [ 31 ]. Most notably, studies exploring the role of celebrity endorsement in marketing activities amid disruptive circumstances are sparse.…”
Section: Introductionmentioning
confidence: 99%
“…Many studies have found that young adults respond favorably when brands are paired with particular stimuli, including visual images (Shimp et al , 1991; Kim et al , 1996) or celebrities. Nagar (2021) suggests that young adults spend more money when exposed to flamboyant celebrities rather than more muted characters indicating that imagery can lead to marketing responses. Similarly, Samaraweera et al (2021) found that white-toned labels led young adults to indicate a higher willingness to pay than green labels, suggesting that attitudes toward stimuli can be transferred to brands.…”
Section: Hypothesesmentioning
confidence: 99%