Imperial College London
Alternate

ProfessorAndreasEisingerich

Business School

Professor of Marketing
 
 
 
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Contact

 

+44 (0)20 7594 9763a.eisingerich

 
 
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Location

 

386DBusiness School BuildingSouth Kensington Campus

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Summary

 

Publications

Citation

BibTex format

@article{Jun:2023:10.1016/j.jbusres.2023.113951,
author = {Jun, M and Han, J and Zhou, Z and Eisingerich, A},
doi = {10.1016/j.jbusres.2023.113951},
journal = {Journal of Business Research},
pages = {1--15},
title = {When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations},
url = {http://dx.doi.org/10.1016/j.jbusres.2023.113951},
volume = {164},
year = {2023}
}
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RIS format (EndNote, RefMan)

TY  - JOUR
AB  - This study examines how a celebrity endorser’s key associations can complement and help improve a brand’s low corresponding associations. By conducting three studies, we find that when consumers have no prior knowledge about the benefits of a brand, a celebrity’s enabling, enticing, and enriching (3E) associations get transferred to the brand. However, when consumers know that a brand has low 3E benefits, only the celebrity endorsers’ enriching associations are transferred to the brand. Thus, from the current study the importance of a celebrity’s enriching benefits is emphasized for both unknown and well-known brands. Furthermore, we theorize and demonstrate consumer elevation as the underlying mechanism whereby the enriching benefits of a celebrity endorser are transferred to a brand. The current findings extend the extant literature on celebrity endorsement management and provide valuable managerial insights for developing effective celebrity endorsement strategies.
AU  - Jun,M
AU  - Han,J
AU  - Zhou,Z
AU  - Eisingerich,A
DO  - 10.1016/j.jbusres.2023.113951
EP  - 15
PY  - 2023///
SN  - 0148-2963
SP  - 1
TI  - When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations
T2  - Journal of Business Research
UR  - http://dx.doi.org/10.1016/j.jbusres.2023.113951
UR  - https://www.sciencedirect.com/science/article/pii/S0148296323003090
UR  - http://hdl.handle.net/10044/1/103946
VL  - 164
ER  -
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