Presentation given at the 1st International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org
Copyright by
Jasmina Ilicic
Cynthia M.Webster
3. Relationships with celebrities (Thomson 2006)
Self-Determination Theory (Ryan & Deci 2000)
Extent to which the object meets three fundamental human needs:
▪ Autonomy
▪ Relatedness
▪ Competence
Attachment Theory (Bowlby 1980)
Separation Distress
▪ indicator of the strength of attachment bonds (Berman & Sperling 1994)
Strong Relationship Outcomes
Satisfaction, Trust and Commitment (Fletcher, Simpson & Thomas 2000)
Consumer-Human Brand Attachment
4. Overexposure potentially detrimental (Till 1998)
Negative perceptions (Mowen & Brown 1981)
Perceived as less credible (Tripp, Jensen & Carlson 1994)
Multiple Product/Brand Endorsements
5. H1: Positive evaluations, in terms of
a) attitude towards the advertisement
b) attitude towards the brand and
c) purchase intention
are greater when celebrities endorse a single branded product as opposed
to endorsing multiple brands.
H2: Positive evaluations, in terms of
a) attitude towards the advertisement
b) attitude towards the brand and
c) purchase intention
are greater when strong human brand attachment is present compared to
weak attachment.
6. Highly familiar
Equal on attractiveness
Product categories perceived as attractiveness-unrelated
Human Brand and product category perceived as being
neither congruent nor incongruent
Human brand not have previously endorsed any products
Control: Celebrity Characteristics
7. Pretesting
Pretest 1: Celebrity selection
▪ 25 Students
▪ Rove McManus and Eddie McGuire
▪ Highly familiar and equal attractiveness
▪ Differing levels of attachment
Eddie- Weak attachment
Rove- Strong attachment
▪ Both had not endorsed brands previously
Pretest 2: Product and brand name selection
▪ 19 students
▪ Product categories - attractiveness-unrelated
▪ Products neither congruent nor incongruent
▪ Photographica camera, Marc pen, Gafae coffee
▪ Translation in non-English languages
Rove
Eddie
11. Significant, moderate positive relationships between:
Aad and Ab
▪ Pearson’s r = .404, p<.01
Aad and PI
▪ Pearson’s r = .485, p<.01
Ab and PI
▪ Pearson’s r = .421, p<.01
Series of regression analyses- Baron and Kenny (1986) used for Sobel
Test (Sobel 1982; Preacher and Leonardelli 2005).
purchase intention is directly mediated via attitude towards the ad
and attitude towards the brand
▪ test statistic of 3.78 and significance at the 0.001 level.
12. Strong Attachment
More positive Aad and Ab
Greater PI
Variable Mean
Weak
Mean
Strong
Attachment 2.1502 3.0022
Ad Attitude 2.4948 2.9867
Brand Attitude 2.9651 3.1413
Purchase Intention 3.0067 3.4082
13. Aad, Ab and PI affected by Attachment not
Endorsement Situation
Dependent Variable Source
Sum of
Squares Df Mean Square F Sig.
Attitude towards the
Ad Photographica
Attachment 11.413 1 11.413 23.401 .000
Endorsement .898 1 .898 1.841 .177
Attach * Endorse .299 1 .299 .614 .434
Attitude towards the
Brand
Photographica
Attachment 1.418 1 1.418 6.269 .013
Endorsement .177 1 .177 .783 .377
Attach * Endorse .000 1 .000 .001 .977
Purchase Intention
for Photographica
Attachment 7.865 1 7.865 4.309 .039
Endorsement .019 1 .019 .010 .919
Attach * Endorse 7.789 1 7.789 4.267 .040
14. Strong Attachment
greater Aad and Ab in both single and multiple ES
Attachment
StrongWeak
3.1
3.0
2.9
2.8
2.7
2.6
2.5
2.4
2.3
Aad
Single
Endorsement
Multiple
Endorsements
Low
High
Attachment
StrongWeak
Ab
3.2
3.1
3.0
2.9
Single
Endorsement
Multiple
Endorsements
Low
High
16. Practitioners
Identifying appropriate and effective endorsers for their
brands
▪ Based on consumer-human brand attachment
Future Research
Purchase Intention requires further investigation
Investigate genuine endorsement situations, using real
ads with real brands.
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