Celebrity endorsement, brand extension, brand loyalty
Keywords:
brand;, brand extension;, celebrity endorsement;, fit;Abstract
Purpose of the paper: the paper aims to investigate the effect that the celebrity fit (ie the consonance between the brand and the celebrity used in advertising in support of that brand) may have on consumer loyalty towards a brand protagonist of an extension strategy.
Metodology: the analysis is based on a trial, which involved a famous brand operating in the luxury sector.
Findings: the analysis confirm the critical nature of the concept of perceptual fit (in both senses-established in the literature) and outlines a new type of fit (between the brand and celebrities) able to act on brand loyalty either directly or through effects of moderation.
Research limitations: the article presents the usual limits of experimental investigations.
Managerial implications: this type of fit is particularly important, because it can mitigate the constraints arising from the nature of the product categories involved in the strategy of brand extension.
Originality of the study: of the work's theme, on which is not specific literature, helps to enrich the literature on brand extension strategie
References
AAKER D.A., MYERS J.C. (1987), Advertising Management, FrancoAngeli, Milano.
BARON R.M., KENNY D.A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations”, Journal of Personality and Social Psycohology, vol. 51, n. 6, pp. 1173-82.
BELK R.W. 1988, “Possession and the Extend Self”, Journal of Consumer Research, vol. 15, September, pp. 139-68.
BERTOLI G., BUSACCA B., PELLONI O. (2007), “La valutazione di un’estensione di marca: consonanza percettiva e fattori brand-related”, 6th International Congress on “Marketing Trends”, Parigi, ESCP, gennaio.
BRIDGES S., KELLER K.L., SOOD S. (2000), “Explanatory Links and the Perceived Fit of Brand Extensions: the Role of Dominant Parent brand Associations and Communications Strategies”, Journal of Advertising, vol. 29, n. 4, pp. 1-11.
BUSACCA B. (2002), “La gestione strategica della marca: le decisioni critiche per lo sviluppo della brand equity”, in B. Busacca (a cura di), Le marche digitali, Milano, Egea, pp.1-51.
BUSACCA B., BERTOLI G., LEVATO F. (2006), “Estensione della marca e fedeltà del consumatore: l’impatto della consonanza percettiva”, Finanza Marketing e Produzione, n. 3, pp. 31-57.
BUSACCA B., OSTILLIO M.C. (2009), “La gestione strategica della marca”, in G. Cristini (a cura di), Marketing, Il sole 24 Ore, Milano, pp. 305-39.
CABALERO M.J., LUMPKIN J.R., MADDEN C.S. (1989), “Using Physical Attractiveness as an Advertising Tool: An Empirical test of Attraction Phenomenon”, Journal of advertising, vol. 29, August-September, pp. 16-22.
CAROLL A. (2009), “Brand Communications in Fashion Categories Using Celebrity Endorsement”, Brand Management, vol. 17, n. 2, pp. 146-58.
CHAUDHURI A., HOLBROOK M. (2001), “The Effect of Brand Portfolio Characteristics in Consumer Evaluations of Brand Extensions”, Journal of Marketing Research, vol. 31, May, pp. 229-242.
COHEN J.B., GOLDEN E. (1972), “Informational Social Influence and Product Evaluations”, Journal of applied Psychology, vol. 56, February, pp. 54-59.
COOPER M. (1984), “Can Celebrities Really Sell Products?”, Marketing and media Decisions, September, n. 64-65, p. 120.
DESPHANDE R., STAYMAN D. (1994), “A Tale of Two Cities: Distinctiveness Theory and advertising Effectiveness”, Journal of Marketing Research, vol. 31, n. 1, pp. 57-64.
EDWARDS S.E., LA FERLE C. (2009), “Does Gender Impact the Perception of Negative Information Related to Celebrity Endorser?”, Journal of Promotions Management, vol. 15, pp. 22-35.
ERDOGAN Z.B. (1999), “Celebrity Endorsement: a Literary Review”, Journal of Marketing Management, vol. 15, n. 4, May, pp. 291-314.
EVANS R.B. (1988), Production and Creativity in Advertising, Pitman Publishing, London.
FARRELL K., KARELS G., MONTFORT K., MCCLATCHEY (2000), “Celebrity Performance and endorsement Value: the Case of Tiger Woods”, Managerial Finance, vol. 26, n. 7, pp. 1-15.
FRIEDMAN H.H., FRIEDMAN L. (1979), “Endorser Effectiveness by Product Type”, Journal of Advertising Research, vol. 19, October-November, pp. 63-71.
GOLDSMITH R.E., LAFFERTY B.A., NEWELL S.J. (2000), “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and brands”, Journal of Advertising, vol. 29, n. 3, pp. 43-54.
HOVLAND C.I., WEISS W. (1951), “The Influence of Source Credibility on Communication Effectiveness”, Public Opinion Quarterly, vol. 15, Winter, pp. 635-50.
KAHLE L., HOMER P.M. (1985), “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective”, Journal of Consumer Research, vol. 11, march, pp. 954-961.
KAMINS M.A. (1990), “An Investigation into the ‘match-up’ Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep”, Journal of Advertising, vol. 19, November, pp. 4-13.
KAMINS M.A., GUPTA K. (1994), “Congruence Between Spokesperson and Product Type: a Matchup Hypothesis Perspective”, Psychology and Marketing, vol. 11, n. 6, pp. 569-586.
KELLER K.L., BUSACCA B., OSTILLIO M.C. (2005), La gestione del brand. Strategie e sviluppo, Egea, Milano.
KELLER K.L., AAKER D.A. (1992), “The Effects of Sequential Introduction of Brand Extensions”, Journal of Marketing Research, vol. 29, February, pp. 35-50.
KELMAN H.C. (1961), “Process of Opinion Change”, Public Opinion Quarterly, vol. 33, Spring, pp. 57-78.
LEE J.C., THORSON E. (2008), “The Impact of Celebrity-Product Incongruence on the Effectiveness of Product Endorsement”, Journal of Advertising, September.
LOMBARDI M. (2010), La creatività in pubblicità, FrancoAngeli, Milano.
LOKEN B., ROEDDER JOHN D. (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?”, Journal of Marketing, 57 (3), pp. 71-84.
LOUIE T., KULIK R., JACOBSON R. (2001), “When Bad Things Happen to Endorsers of Good Products”, Market Letter, vol. 12, n. 1, pp. 13-23.
MCCRACKEN G. (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, vol. 13, June, pp. 71-84.
MCCRACKEN G. (1989), “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process”, Journal of Consumer Research, vol. 16, December, pp. 310-21.
MCGUIRE W. (1969), “The Nature of Attitudes and Attitude Change”, Lindzey G., Aronson E. (Eds.), Handbook of Social Psychology, Reading (MA), Rand McNally, pp. 136-314.
MISRA S., BEATTY S.E. (1990), “Celebrity Spokesperson and Brand Congruence: an Assessment of Recall and Affect”, Journal of Business Research, vol. 21, pp. 159-73.
OHANIAN R. (1991), “The Impact of Celebrity Spokesperson’s Perceived Image on Consumers’ Intention to Purchase”, Journal of Advertising Research, February-March, pp. 46-54.
PARK C.W., JAWORSKI B.J., MACINNIS D.J. (1986), “Strategic Brand Concept-Image Management”, Journal of Marketing, vol. 50, October, pp. 135-145.
PETTY R.E., CACIOPPO J.T. (1980), “Effects of Issue Involvement on Attitudes in an Advertising Context”, in G.C. Gorn, M.E. Goldberg (eds.), Proceedings of the Division 23 Program, Montreal, American Psycological Association, pp. 75-79.
SENO D., LUKAS B.A. (2007), “The Equity Effect of Product Endorsement by Celebrities. A Conceptual Framework from a Co-branding Perspective”, European Journal of Marketing, vol. 41, n. 11-12, pp. 121-34.
SILVERA D.H., AUSTAD B. (2004), “Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements”, European Journal of Marketing, vol. 38, Issue 11-12, pp. 1509-1526.
TILL B.D., BUSLER M. (1998, “Matching products with Endorsers: Attractiveness versus Expertise”, Journal of Consumer Marketing, vol. 15, n. 6, pp. 576-86.
TILL B.D., SHIMP T. (1988), “Endorsers in Advertising: The Case of Negative Celebrity Information”, Journal of Advertising, vol. 27, n. 1, pp. 67-82.
TRIPP J.C., THOMAS D., CARLSON L. (1994), “The Effects of Multiple Product Endorsement by Celebrities on Consumer Attitudes and Intentions”, Journal of Consumer Research, vol. 20, n. 4, pp. 535-547.
VOLCKNER F., SATTLER H., KAUFMANN G. (2007), “Image Feedback Effects of Brand Extensions: Evidence from a Longitudinal Field Study”, Marketing Letter, vol. 19, pp. 109-24.
BARON R.M., KENNY D.A. (1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic and Statistical Considerations”, Journal of Personality and Social Psycohology, vol. 51, n. 6, pp. 1173-82.
BELK R.W. 1988, “Possession and the Extend Self”, Journal of Consumer Research, vol. 15, September, pp. 139-68.
BERTOLI G., BUSACCA B., PELLONI O. (2007), “La valutazione di un’estensione di marca: consonanza percettiva e fattori brand-related”, 6th International Congress on “Marketing Trends”, Parigi, ESCP, gennaio.
BRIDGES S., KELLER K.L., SOOD S. (2000), “Explanatory Links and the Perceived Fit of Brand Extensions: the Role of Dominant Parent brand Associations and Communications Strategies”, Journal of Advertising, vol. 29, n. 4, pp. 1-11.
BUSACCA B. (2002), “La gestione strategica della marca: le decisioni critiche per lo sviluppo della brand equity”, in B. Busacca (a cura di), Le marche digitali, Milano, Egea, pp.1-51.
BUSACCA B., BERTOLI G., LEVATO F. (2006), “Estensione della marca e fedeltà del consumatore: l’impatto della consonanza percettiva”, Finanza Marketing e Produzione, n. 3, pp. 31-57.
BUSACCA B., OSTILLIO M.C. (2009), “La gestione strategica della marca”, in G. Cristini (a cura di), Marketing, Il sole 24 Ore, Milano, pp. 305-39.
CABALERO M.J., LUMPKIN J.R., MADDEN C.S. (1989), “Using Physical Attractiveness as an Advertising Tool: An Empirical test of Attraction Phenomenon”, Journal of advertising, vol. 29, August-September, pp. 16-22.
CAROLL A. (2009), “Brand Communications in Fashion Categories Using Celebrity Endorsement”, Brand Management, vol. 17, n. 2, pp. 146-58.
CHAUDHURI A., HOLBROOK M. (2001), “The Effect of Brand Portfolio Characteristics in Consumer Evaluations of Brand Extensions”, Journal of Marketing Research, vol. 31, May, pp. 229-242.
COHEN J.B., GOLDEN E. (1972), “Informational Social Influence and Product Evaluations”, Journal of applied Psychology, vol. 56, February, pp. 54-59.
COOPER M. (1984), “Can Celebrities Really Sell Products?”, Marketing and media Decisions, September, n. 64-65, p. 120.
DESPHANDE R., STAYMAN D. (1994), “A Tale of Two Cities: Distinctiveness Theory and advertising Effectiveness”, Journal of Marketing Research, vol. 31, n. 1, pp. 57-64.
EDWARDS S.E., LA FERLE C. (2009), “Does Gender Impact the Perception of Negative Information Related to Celebrity Endorser?”, Journal of Promotions Management, vol. 15, pp. 22-35.
ERDOGAN Z.B. (1999), “Celebrity Endorsement: a Literary Review”, Journal of Marketing Management, vol. 15, n. 4, May, pp. 291-314.
EVANS R.B. (1988), Production and Creativity in Advertising, Pitman Publishing, London.
FARRELL K., KARELS G., MONTFORT K., MCCLATCHEY (2000), “Celebrity Performance and endorsement Value: the Case of Tiger Woods”, Managerial Finance, vol. 26, n. 7, pp. 1-15.
FRIEDMAN H.H., FRIEDMAN L. (1979), “Endorser Effectiveness by Product Type”, Journal of Advertising Research, vol. 19, October-November, pp. 63-71.
GOLDSMITH R.E., LAFFERTY B.A., NEWELL S.J. (2000), “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and brands”, Journal of Advertising, vol. 29, n. 3, pp. 43-54.
HOVLAND C.I., WEISS W. (1951), “The Influence of Source Credibility on Communication Effectiveness”, Public Opinion Quarterly, vol. 15, Winter, pp. 635-50.
KAHLE L., HOMER P.M. (1985), “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective”, Journal of Consumer Research, vol. 11, march, pp. 954-961.
KAMINS M.A. (1990), “An Investigation into the ‘match-up’ Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep”, Journal of Advertising, vol. 19, November, pp. 4-13.
KAMINS M.A., GUPTA K. (1994), “Congruence Between Spokesperson and Product Type: a Matchup Hypothesis Perspective”, Psychology and Marketing, vol. 11, n. 6, pp. 569-586.
KELLER K.L., BUSACCA B., OSTILLIO M.C. (2005), La gestione del brand. Strategie e sviluppo, Egea, Milano.
KELLER K.L., AAKER D.A. (1992), “The Effects of Sequential Introduction of Brand Extensions”, Journal of Marketing Research, vol. 29, February, pp. 35-50.
KELMAN H.C. (1961), “Process of Opinion Change”, Public Opinion Quarterly, vol. 33, Spring, pp. 57-78.
LEE J.C., THORSON E. (2008), “The Impact of Celebrity-Product Incongruence on the Effectiveness of Product Endorsement”, Journal of Advertising, September.
LOMBARDI M. (2010), La creatività in pubblicità, FrancoAngeli, Milano.
LOKEN B., ROEDDER JOHN D. (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?”, Journal of Marketing, 57 (3), pp. 71-84.
LOUIE T., KULIK R., JACOBSON R. (2001), “When Bad Things Happen to Endorsers of Good Products”, Market Letter, vol. 12, n. 1, pp. 13-23.
MCCRACKEN G. (1986), “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods”, Journal of Consumer Research, vol. 13, June, pp. 71-84.
MCCRACKEN G. (1989), “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process”, Journal of Consumer Research, vol. 16, December, pp. 310-21.
MCGUIRE W. (1969), “The Nature of Attitudes and Attitude Change”, Lindzey G., Aronson E. (Eds.), Handbook of Social Psychology, Reading (MA), Rand McNally, pp. 136-314.
MISRA S., BEATTY S.E. (1990), “Celebrity Spokesperson and Brand Congruence: an Assessment of Recall and Affect”, Journal of Business Research, vol. 21, pp. 159-73.
OHANIAN R. (1991), “The Impact of Celebrity Spokesperson’s Perceived Image on Consumers’ Intention to Purchase”, Journal of Advertising Research, February-March, pp. 46-54.
PARK C.W., JAWORSKI B.J., MACINNIS D.J. (1986), “Strategic Brand Concept-Image Management”, Journal of Marketing, vol. 50, October, pp. 135-145.
PETTY R.E., CACIOPPO J.T. (1980), “Effects of Issue Involvement on Attitudes in an Advertising Context”, in G.C. Gorn, M.E. Goldberg (eds.), Proceedings of the Division 23 Program, Montreal, American Psycological Association, pp. 75-79.
SENO D., LUKAS B.A. (2007), “The Equity Effect of Product Endorsement by Celebrities. A Conceptual Framework from a Co-branding Perspective”, European Journal of Marketing, vol. 41, n. 11-12, pp. 121-34.
SILVERA D.H., AUSTAD B. (2004), “Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements”, European Journal of Marketing, vol. 38, Issue 11-12, pp. 1509-1526.
TILL B.D., BUSLER M. (1998, “Matching products with Endorsers: Attractiveness versus Expertise”, Journal of Consumer Marketing, vol. 15, n. 6, pp. 576-86.
TILL B.D., SHIMP T. (1988), “Endorsers in Advertising: The Case of Negative Celebrity Information”, Journal of Advertising, vol. 27, n. 1, pp. 67-82.
TRIPP J.C., THOMAS D., CARLSON L. (1994), “The Effects of Multiple Product Endorsement by Celebrities on Consumer Attitudes and Intentions”, Journal of Consumer Research, vol. 20, n. 4, pp. 535-547.
VOLCKNER F., SATTLER H., KAUFMANN G. (2007), “Image Feedback Effects of Brand Extensions: Evidence from a Longitudinal Field Study”, Marketing Letter, vol. 19, pp. 109-24.
Downloads
Published
2020-03-26
