{"title":"研究名人属性对品牌宣传的过程机制","authors":"Deepa Halder, Ravi Shekhar Kumar, Debashree Roy","doi":"10.1108/jcm-04-2023-5945","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>The study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.</p><!--/ Abstract__block -->","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":"65 1","pages":""},"PeriodicalIF":2.7000,"publicationDate":"2024-07-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Examining process mechanism of celebrity attributes on brand advocacy\",\"authors\":\"Deepa Halder, Ravi Shekhar Kumar, Debashree Roy\",\"doi\":\"10.1108/jcm-04-2023-5945\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>The study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.</p><!--/ Abstract__block -->\",\"PeriodicalId\":35923,\"journal\":{\"name\":\"Journal of Consumer Marketing\",\"volume\":\"65 1\",\"pages\":\"\"},\"PeriodicalIF\":2.7000,\"publicationDate\":\"2024-07-25\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Marketing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jcm-04-2023-5945\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jcm-04-2023-5945","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Examining process mechanism of celebrity attributes on brand advocacy
Purpose
The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.
Design/methodology/approach
The study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.
Findings
Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.
Originality/value
The study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.
期刊介绍:
■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide