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The effects of negative information transference in the celebrity endorsement relationship

The effects of negative information transference in the celebrity endorsement relationship Purpose – The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it is the first study to examine the reverse relationship: the impact of negative information about the brand on the celebrity endorser. Design/methodology/approach – A two‐group, post‐test‐only, randomized experimental design was utilized to test the hypotheses. Data were collected by a survey of 247 college students. Findings – The results of an experiment indicate that when respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship will occur. However, when the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated. Research limitations/implications – The present study provides a starting‐point for further research on negative information transference in the celebrity endorsement relationship. Practical implications – It is crucial that retailers be aware of the risks associated with using celebrities to endorse their stores and products. Given that these results provide tentative support for the commonly held belief that a decline in the celebrity's image can impact the image of the brand, it is important that retailers carefully choose an endorser who currently has a good image and will likely be able to uphold this image in the future. Originality/value – The paper introduces and empirically examines one explanation of how negative information may impact the celebrity advertising process. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

The effects of negative information transference in the celebrity endorsement relationship

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550910948556
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it is the first study to examine the reverse relationship: the impact of negative information about the brand on the celebrity endorser. Design/methodology/approach – A two‐group, post‐test‐only, randomized experimental design was utilized to test the hypotheses. Data were collected by a survey of 247 college students. Findings – The results of an experiment indicate that when respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship will occur. However, when the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated. Research limitations/implications – The present study provides a starting‐point for further research on negative information transference in the celebrity endorsement relationship. Practical implications – It is crucial that retailers be aware of the risks associated with using celebrities to endorse their stores and products. Given that these results provide tentative support for the commonly held belief that a decline in the celebrity's image can impact the image of the brand, it is important that retailers carefully choose an endorser who currently has a good image and will likely be able to uphold this image in the future. Originality/value – The paper introduces and empirically examines one explanation of how negative information may impact the celebrity advertising process.

Journal

International Journal of Retail & Distribution ManagementEmerald Publishing

Published: Mar 27, 2009

Keywords: Celebrities; Product endorsement; Information transfer

References