Who is the attached endorser? An examination of the attachment-endorsement spectrum

Who is the attached endorser? An examination of the attachment-endorsement spectrum While brand endorsement research has focused on endorsement effectiveness based on match-up and endorser’s appeal, there is limited understanding of how the type of endorser and type of endorsement interact to create perceptions of attachment of the celebrity to the product. We also examine the effect of this interaction on the three elements of source credibility – Attractiveness, Trustworthiness and Expertise. Consistent with attachment and source credibility theory, we find significant main effects of message type on attachment, source credibility components and purchase intention. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Retailing and Consumer Services Elsevier

Who is the attached endorser? An examination of the attachment-endorsement spectrum

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Publisher
Elsevier
Copyright
Copyright © 2018 Elsevier Ltd
ISSN
0969-6989
D.O.I.
10.1016/j.jretconser.2018.04.004
Publisher site
See Article on Publisher Site

Abstract

While brand endorsement research has focused on endorsement effectiveness based on match-up and endorser’s appeal, there is limited understanding of how the type of endorser and type of endorsement interact to create perceptions of attachment of the celebrity to the product. We also examine the effect of this interaction on the three elements of source credibility – Attractiveness, Trustworthiness and Expertise. Consistent with attachment and source credibility theory, we find significant main effects of message type on attachment, source credibility components and purchase intention.

Journal

Journal of Retailing and Consumer ServicesElsevier

Published: Jul 1, 2018

References

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