How Long Does Celebrity Meaning Transfer Last? Delayed Effects and the Moderating Roles of Brand Familiarity, Celebrity Liking, and Age

• In Event: Advertising and Branding

Abstract

Extending previous research on celebrity endorsements, the study investigates whether the meaning of celebrities is transferred to endorsed brands and how transfer effects develop over time. Additionally, the moderating roles of brand familiarity, celebrity liking, and consumers’ age are investigated. The hypothesized effects are modeled using a propositional learning approach with an experimental 1 × 3 between-subject repeated-measures design (panel data). Results confirm the assumed meaning transfer effect. In addition, the effects appear to be substantially stronger after about a week indicating some type of sleeper effect. Furthermore, the effects increase with increasing brand familiarity and celebrity liking. Adolescent consumers are not differently affected when compared to adults and controlled for the differing levels of brand familiarity. Results are discussed in light of propositional learning theory. Future areas of research are proposed.

Authors

• Johannes Knoll, University of Vienna

• Jorg Matthes, U of Vienna

• Andrea Münch, U of Vienna

• Migena Ostermann, U of Vienna