Who is the attached endorser? An examination of the attachment-endorsement spectrum

Saldanha, N, Mulye, R and Rahman, K 2018, 'Who is the attached endorser? An examination of the attachment-endorsement spectrum', Journal of retailing and consumer services, pp. 242-250.


Document type: Journal Article
Collection: Journal Articles

Title Who is the attached endorser? An examination of the attachment-endorsement spectrum
Author(s) Saldanha, N
Mulye, R
Rahman, K
Year 2018
Journal name Journal of retailing and consumer services
Start page 242
End page 250
Total pages 9
Publisher Pergamon Press
Abstract While brand endorsement research has focused on endorsement effectiveness based on match-up and endorser's appeal, there is limited understanding of how the type of endorser and type of endorsement interact to create perceptions of attachment of the celebrity to the product. We also examine the effect of this interaction on the three elements of source credibility - Attractiveness, Trustworthiness and Expertise. Consistent with attachment and source credibility theory, we find significant main effects of message type on attachment, source credibility components and purchase intention.
Subject Marketing Theory
Keyword(s) Celebrity endorsement
Attachment
Source credibility
Human-brand
DOI - identifier 10.1016/j.jretconser.2018.04.004
Copyright notice © 2018 Elsevier Ltd. All rights reserved.
ISSN 0969-6989
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