The influence of celebrity endorsement on the purchase behavior of brands and product categories

广告 业务 产品(数学) 营销 消费者行为 数学 几何学
作者
Cristina Calvo-Porral,Jean-Pierre Lévy-Mangín
出处
期刊:Journal of Product & Brand Management [Emerald Publishing Limited]
被引量:1
标识
DOI:10.1108/jpbm-09-2023-4745
摘要

Purpose Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product categories. In this context, this study aims to answer this question: “Does consumer purchase behavior influenced by celebrity endorsement differ between brands and products?”. Design/methodology/approach To this end, a conceptual model of the influence of celebrity endorsement on consumer purchase behavior is examined through a multiple group structural equation modeling on two consumer samples (315 = brands; 308 = product categories). Samples were categorized as a celebrity promoting either a product category or a brand, and food products were selected as the product category for the investigation. Findings Findings indicate differences in the effectiveness of celebrity endorsement between brands and product categories: credibility is the most relevant variable influencing consumer purchase intention for product categories, while credibility and congruence both influence consumer purchase intention for brands. Similarly, the celebrity recommendation of brands generates greater purchase intention due to celebrity congruence with the endorsed product. Originality/value To the best of the authors’ knowledge, the present research is one of the first endeavors to compare the effectiveness of celebrity brand endorsement versus celebrity product endorsement on purchase intention.
最长约 10秒,即可获得该文献文件

科研通智能强力驱动
Strongly Powered by AbleSci AI
更新
PDF的下载单位、IP信息已删除 (2025-6-4)

科研通是完全免费的文献互助平台,具备全网最快的应助速度,最高的求助完成率。 对每一个文献求助,科研通都将尽心尽力,给求助人一个满意的交代。
实时播报
乔达摩悉达多完成签到 ,获得积分10
刚刚
1秒前
screct完成签到,获得积分10
1秒前
llsknd完成签到,获得积分10
1秒前
Tsui发布了新的文献求助10
1秒前
2秒前
orixero应助刘枫其采纳,获得10
2秒前
wysky37发布了新的文献求助10
3秒前
轻松的贞完成签到,获得积分10
3秒前
迷l发布了新的文献求助10
4秒前
情怀应助yuaasusanaann采纳,获得10
5秒前
机智的孤兰完成签到 ,获得积分10
5秒前
laiba完成签到,获得积分10
7秒前
7秒前
yx_cheng应助等等采纳,获得20
7秒前
星月夜发布了新的文献求助10
7秒前
8秒前
Likz发布了新的文献求助10
8秒前
9秒前
轻松的贞发布了新的文献求助10
9秒前
ding应助黑咖啡采纳,获得10
12秒前
迷l发布了新的文献求助10
12秒前
12秒前
刘柑橘完成签到,获得积分10
12秒前
我喜欢大学霸完成签到,获得积分10
14秒前
缓慢白曼完成签到 ,获得积分10
15秒前
16秒前
生活的狗发布了新的文献求助10
16秒前
17秒前
XXXYL发布了新的文献求助10
17秒前
迷l发布了新的文献求助10
20秒前
20秒前
黑黑发布了新的文献求助10
22秒前
下一个路口不见完成签到 ,获得积分10
22秒前
A2QD发布了新的文献求助10
23秒前
23秒前
23秒前
赘婿应助闪闪采纳,获得10
24秒前
yuaasusanaann发布了新的文献求助10
24秒前
24秒前
高分求助中
The Mother of All Tableaux: Order, Equivalence, and Geometry in the Large-scale Structure of Optimality Theory 3000
A new approach to the extrapolation of accelerated life test data 1000
Problems of point-blast theory 400
北师大毕业论文 基于可调谐半导体激光吸收光谱技术泄漏气体检测系统的研究 390
Phylogenetic study of the order Polydesmida (Myriapoda: Diplopoda) 370
Robot-supported joining of reinforcement textiles with one-sided sewing heads 320
The Cambridge Handbook of Social Theory 300
热门求助领域 (近24小时)
化学 材料科学 医学 生物 工程类 有机化学 生物化学 物理 内科学 纳米技术 计算机科学 化学工程 复合材料 遗传学 基因 物理化学 催化作用 冶金 细胞生物学 免疫学
热门帖子
关注 科研通微信公众号,转发送积分 3999865
求助须知:如何正确求助?哪些是违规求助? 3539294
关于积分的说明 11276517
捐赠科研通 3277909
什么是DOI,文献DOI怎么找? 1807831
邀请新用户注册赠送积分活动 884231
科研通“疑难数据库(出版商)”最低求助积分说明 810142