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http://dx.doi.org/10.5392/JKCA.2020.20.05.271

Factors Predicting the Effectiveness of Multiple Celebrity Endorsement  

Um, Namhyun (홍익대학교 광고홍보학부)
Publication Information
The Journal of the Korea Contents Association / v.20, no.5, 2020 , pp. 271-280 More about this Journal
Abstract
The use of multiple celebrity endorsement is a common practice in advertising campaigns. However, little research has been conducted on the effects of multiple celebrity endorsement. In particular, the current study is designed to delve into what factors influence the effects of multiple celebrity endorsement. Portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit are three factors that affect a consumer's attitude toward the ad, the endorsed brand, and the purchase intention in the context of multiple celebrity endorsement. Study findings suggest that portfolio-brand fit, portfolio-celebrity fit, and portfolio celebrity-consumer fit positively affect attitudes toward the ad. In addition, as shown in the modified model, covariance among these three variables was found. Practical and theoretical implications were also discussed.
Keywords
Celebrity; Multiple Eelebrity Endorsement; Congruence; Portfolio; Attitude toward Ad; Purchase Intention;
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Times Cited By KSCI : 3  (Citation Analysis)
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