This overload of advertisement hinders a brand’s ability to create a unique position in the marketplace and receive attention from consumers (Rodgers and Thorson 2000). Thus, retail marketers need to allocate more investigation into celebrity endorsements that match with brand image that can lead to long-term, positive partnerships.Įach day consumers turn on the television and browse the internet and are bombarded with advertisements from both known and unknown brands. Results found that the celebrity-brand congruence and publicity play a significant role in consumer behavior related to attitudes toward the celebrity and brand/product, as well as buying intention. The mean age of the participants was 24 years old (SD = 3.28). A total of 120 female Millennial consumers answered the survey and 105 surveys with usable data were collected. negative publicity) experimental design was conducted for this study. Applying the S-O-R model and the balance theory, the purpose of this study is to investigate the effects of celebrity-brand congruence and publicity on consumers’ attitudes toward the celebrity and brand as well as their buying intention. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name.
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