How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience, celebrity liking, and age

Volume: 36, Issue: 4, Pages: 588 - 612
Published: Aug 2, 2016
Abstract
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...
Paper Details
Title
How long does celebrity meaning transfer last? Delayed effects and the moderating roles of brand experience, celebrity liking, and age
Published Date
Aug 2, 2016
Volume
36
Issue
4
Pages
588 - 612
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