Multiple celebrity endorsement

Yu, Sik Chuen (Max) and Pappu, Ravi (2016). Multiple celebrity endorsement. In Carolin Plewa and Jodie Conduit (Ed.), Making a difference through marketing: a quest for diverse perspectives (pp. 157-166) Singapore: Springer Science and Business Media. doi:10.1007/978-981-10-0464-3_12

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Author Yu, Sik Chuen (Max)
Pappu, Ravi
Title of chapter Multiple celebrity endorsement
Title of book Making a difference through marketing: a quest for diverse perspectives
Place of Publication Singapore
Publisher Springer Science and Business Media
Publication Year 2016
Sub-type Research book chapter (original research)
DOI 10.1007/978-981-10-0464-3_12
Open Access Status Not yet assessed
ISBN 9789811004629
9789811004643
Editor Carolin Plewa
Jodie Conduit
Chapter number 12
Start page 157
End page 166
Total pages 10
Total chapters 19
Collection year 2017
Language eng
Abstract/Summary The use of multiple celebrity endorsers, to advertise a single brand, is becoming increasingly common. While the idea of using multiple endorsers is not entirely new, research on the topic is scant. This research contributes to the celebrity endorsement literature by introducing a previously unexplored dimension of source congruence: portfolio-brand fit. This research conceptualises fit as a multidimensional construct and offers empirical evidence for its impact on consumer brand evaluations. The conceptual model is based on information processing models. The conceptual model was tested in two different presentation formats for a fictitious brand in an experiment using a consumer sample. We measured the key variables using seven-point scales. Data were collected using online surveys. We tested the hypothesised model using SEM. The results provide support for the predicted effects. Results show that fit affects consumer attitudes toward multiple celebrity endorsement positively and attitudes toward the endorsed brand indirectly. Fit affects clarity of positioning of the endorsed brand differently in different presentation formats. The results suggest that managers should consider portfolio-brand fit in selecting the endorsers and should consider the potential impact on the brand’s positioning when choosing multiple celebrity endorsement. Marketing practitioners should also consider the differential effects of fit in different types of multiple celebrity endorsement.
Keyword Congruence
Fit
Multiple-celebrity endorsement
Presentation format
Q-Index Code B1
Q-Index Status Provisional Code
Institutional Status UQ
Additional Notes BOOK DOI: 10.1007/978-981-10-0464-3

Document type: Book Chapter
Collections: HERDC Pre-Audit
UQ Business School Publications
 
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Created: Tue, 04 Apr 2017, 12:50:45 EST by Karen Morgan on behalf of UQ Business School