Impact of celebrity endorsement type on consumers' brand and advertisement perception and purchase intention
- Authors
- Um, Nam-Hyun; Jang, Ahnlee
- Issue Date
- Apr-2020
- Publisher
- SOC PERSONALITY RES INC
- Keywords
- celebrity endorsers; consumer attitude; celebrity endorsement; active endorsement; passive endorsement; dispositional attribution; situational attribution
- Citation
- SOCIAL BEHAVIOR AND PERSONALITY, v.48, no.4
- Journal Title
- SOCIAL BEHAVIOR AND PERSONALITY
- Volume
- 48
- Number
- 4
- URI
- https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/11766
- DOI
- 10.2224/sbp.8913
- ISSN
- 0301-2212
- Abstract
- We examined how different types of celebrity endorsement influence consumers' advertisement and brand evaluation, and purchase intention. We also investigated the relationship between celebrity endorsement type and consumers' attribution style. Participants were 309 students from a private university in Korea. Results show there was no significant relationship between celebrity endorsement type and consumers' attribution style, or between consumers' identification with a celebrity endorser and attribution style. However, after a consumer's exposure to a celebrity endorsed advertisement, dispositional (vs. situational) attribution led to a more positive evaluation of the advertisement and brand. Last, we found that consumers' strong (vs. weak) identification with a celebrity endorser resulted in a more favorable evaluation of the advertisement and brand, and higher purchase intention. Theoretical and practical implications are discussed.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - School of Advertising and Public Relations > School of Advertising and Public Relations > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/hongik/handle/2020.sw.hongik/11766)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.