Saltar al contenido principal
logo

Annual Conference 2019

del 28 al 31 de March del 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

Please use this search form to:

To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.

Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.


1.3b The Role of Celebrity-Consumer Emotional Bond: The Impact of Endorser-Consumer Emotional Attachment on Attitude and Conation in the Context of Endorser-Product Fit

viernes, el 29 de marzo de 2019 a las 08:30–10:00 CDT
3-Bordeaux
Abstract

To explore the role of celebrity-consumer emotional relations in celebrity endorsement effects, this study examined the impact of celebrity-consumer emotional attachment on attitude (i.e., toward the endorser, ad, and brand) and conation (i.e., purchase intent and brand loyalty) in the context of celebrity-product fit. Relationship-based affect transfer framework provides the theoretical basis for suggesting that celebrity-consumer relationship-based affect would be transferred to the endorsed brands regardless of endorser-brand congruence or incongruence. An exploratory experiment with a 2 (strong vs. weak endorser-consumer emotional attachment) by 2 (high vs. low endorser-product fit) between-subjects design demonstrated that strong endorser-consumer emotional attachment (i.e., favorable celebrity-consumer emotional relationships) led to favorable attitude and conation regardless of high or low endorser-product fit, whereas weak endorser-consumer emotional attachment (i.e., negative affective bonds with a celebrity) led to unfavorable attitude and conation irrespective of high or low endorser-product fit. Moreover, no significant differences were found in attitude and conation between a congruent and incongruent ad when consumers have either strong or weak emotional attachment. One crucial implication is that celebrity endorsement effects can be determined by a celebrity-consumer relationship rather than a celebrity-product relationship.

First & Corresponding Author

Joongsuk Lee, Sungkyunkwan University
Authors in the order to be printed.

Joongsuk Lee, Sungkyunkwan University

Additional Authors

Cargando…