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- Title
Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes
- Authors
Rice, Dan Hamilton; Kelting, Katie; Lutz, Richard J.
- Abstract
Abstract: This paper investigates the effects of source congruence on brand attitudes in two situations: multiple brand endorsements by one celebrity and multiple celebrity endorsers of one brand. Under low involvement conditions, brand attitudes become more negative as a celebrity endorses multiple brands and more favorable with multiple endorsers. In high involvement conditions, strong source congruence overrides the negative effect of multiple brands, and the positive effect of multiple endorsers is found only with strong congruence. We interpret these results as suggestive of a frequency knowledge cue that dominates under low involvement but is non-diagnostic in high involvement scenarios.
- Subjects
ENDORSEMENTS (Negotiable instruments); BRAND name products; ADVERTISING endorsements; CONSUMER behavior; CONSUMER preferences; CONSUMER attitudes; SELF-congruence
- Publication
Journal of Consumer Psychology (John Wiley & Sons, Inc. ), 2012, Vol 22, Issue 2, p249
- ISSN
1057-7408
- Publication type
Article
- DOI
10.1016/j.jcps.2011.06.002