From endorsement to celebrity co-branding: Personality transfer

Abstract

Laure Ambroiseis an assistant professor at University of Saint Etienne (France). Her studies focus on consumers and brands relationship. She has published articles in international refereed marketing journals and conferences, especially on brand management (Recherche et Applications en Marketing, Advances in Consumer Research). Her recent research projects cover brand personality transfer and consumer empowerment. Gaëlle Pantin-Sohieris an assistant professor at University of Angers (France). Her research explores the relationship between human and brands. Current projects cover brand personality and brand image creation through personality transfer and product package. She has published in international and French journals as Innovative marketing and Recherche et Applications en Marketing.

The effectiveness of celebrity endorsements: a meta-analysis

“…This result contradicts conventional thinking that endorsements' effectiveness is enhanced with increasing repetitions (* Till et al 2008). Although endorsement effects have been found at single exposures (Ambroise et al 2014), advertisements are assumed to be learned more thoroughly when exposed multiple times (wearin), as long as consumers are not bored or annoyed by too much repetition (wearout; Campbell and Keller 2003). Wearout seems rather unlikely in this study, as the maximum number of exposures included in the specific analysis was five, and as Bfive pairings is not so many as to cause subject boredom but is likely to lead to conditioning effects^(* Till et al 2008).…”

“…Given that consumers already possess a rich network of associations representing an object, attitudes, and behavior appear more difficult to change (Cacioppo et al 1992). Accordingly, Ambroise et al (2014) reported stronger celebrity endorsement effects with unfamiliar compared to familiar brands. Similarly, Shimp et al (1991) showed the likelihood of conditioning effects for unknown or moderately known objects, but not for well-known ones.…”

“…Consumers are highly likely to encounter celebrity endorsements multiple times via various media channels, including TV, billboards, print advertising, radio, and the Internet. Research on classical conditioning suggests that effects may occur as early as a single pairing of a celebrity with an endorsed object (e.g., Ambroise et al 2014;Gorn 1982). However, other research suggests that effects tend to be greater the greater the number of pairings.…”

“…While the experimental group had to feature a celebrity endorsing an object, the control group had to include the same object, either non-endorsed or endorsed by a non-celebrity spokesperson. Studies that compared various types of celebrity endorsements but did not feature a non-celebrity control group were excluded (e.g., Ambroise et al 2014;Kamins 1990). Second, the celebrities had to be actually existing celebrities, thus excluding studies that investigated the impact of fictitious and imagined celebrities, as their validity is arguably limited.…”

Influence of Celebrity Worship Motives on Perceived Brand Evaluation of Endorsed-Brand

“…This notion is further verified by the recently held empirical studies found in the scope of celebrity endorsement referring source-based and management-based factors as the content of effectiveness of celebrity endorsements ( Ambroise, Sohier, Florence & Albert ,2014;Fleck, Korchia & Roy,2012;Ibok & Ibok ,2013;Okyere & Asamoah 2015;Rachita, Nirmal & Priya,2013;Spry, Pappu & Cornwell,2011& Tzoumaka,et.al. 2014.…”