The effects of negative information transference in the celebrity endorsement relationship
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 27 March 2009
Abstract
Purpose
The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it is the first study to examine the reverse relationship: the impact of negative information about the brand on the celebrity endorser.
Design/methodology/approach
A two‐group, post‐test‐only, randomized experimental design was utilized to test the hypotheses. Data were collected by a survey of 247 college students.
Findings
The results of an experiment indicate that when respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship will occur. However, when the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated.
Research limitations/implications
The present study provides a starting‐point for further research on negative information transference in the celebrity endorsement relationship.
Practical implications
It is crucial that retailers be aware of the risks associated with using celebrities to endorse their stores and products. Given that these results provide tentative support for the commonly held belief that a decline in the celebrity's image can impact the image of the brand, it is important that retailers carefully choose an endorser who currently has a good image and will likely be able to uphold this image in the future.
Originality/value
The paper introduces and empirically examines one explanation of how negative information may impact the celebrity advertising process.
Keywords
Citation
White, D.W., Goddard, L. and Wilbur, N. (2009), "The effects of negative information transference in the celebrity endorsement relationship", International Journal of Retail & Distribution Management, Vol. 37 No. 4, pp. 322-335. https://doi.org/10.1108/09590550910948556
Publisher
:Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited