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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-727-8

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Book part
Publication date: 1 January 2005

Lan Xia and Kent B. Monroe

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Book part
Publication date: 2 May 2015

Jennifer Edson Escalas and James R. Bettman

We explore how marketers can manage brand meaning through the use of celebrity endorsements. We theorize that consumers look to celebrity endorsements for brand symbolism…

Abstract

Purpose

We explore how marketers can manage brand meaning through the use of celebrity endorsements. We theorize that consumers look to celebrity endorsements for brand symbolism, which they appropriate to construct and communicate their self-concepts by forming self-brand connections (SBC).

Methodology

This research employs an experimental paradigm, with two empirical studies examining whether marketers can create meaning for their brands through the use of celebrity endorsements.

Findings

Study 1 finds that celebrity endorsement enhances SBC when consumers aspire to be like the celebrity, but harms them when consumers do not; furthermore, this effect is more pronounced when the brand image is congruent with the celebrity’s image. The effect is further moderated by the degree to which a brand communicates something about the user, with more symbolic brands having stronger effects than less symbolic brands. Study 2 finds that the effect of celebrity endorsement on SBC is augmented when consumers’ self-esteem is threatened. Consumers self-enhance by building connections to celebrities with favorable images or distancing themselves from those with unfavorable images.

Practical implications

These findings can help marketers’ decisions regarding when and whom to use as a celebrity endorsers by taking into account how consumers use meaning appropriated from celebrities when constructing the self.

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Brand Meaning Management
Type: Book
ISBN: 978-1-78441-932-5

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Book part
Publication date: 1 January 2005

Naresh K. Malhotra

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-723-0

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Book part
Publication date: 1 January 2006

Gina L. Miller, Naresh K. Malhotra and Tracey M. King

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Review of Marketing Research
Type: Book
ISBN: 978-0-7656-1305-9

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Article
Publication date: 1 March 1999

Dale F. Duhan, Pamela L. Kiecker, Charles S. Areni and Cari Guerrero

The purpose of this study is to investigate how origin information for wine products influences retail sales. The growing variety of products and the generally singular…

Abstract

The purpose of this study is to investigate how origin information for wine products influences retail sales. The growing variety of products and the generally singular origin of wine products makes this market particularly sensitive to origin information. The origin of wine is often perceived as an indicator of quality and is used as the basis of decision making when purchasing wine products. This study empirically tests a portion of Johansson's framework for the use of origin information through both a market survey and a field experiment to determine the predictive value on market position for a group of wine products from the Texas region. The results of the survey and the field experiment were consistent and found that emphasizing the origin of Texas wine significantly influenced retail sales. These results also indicate that special displays and increased retail shelf space do not always have a positive effect on sales of the displayed products. Therefore, it is important for retail managers to first identify whether the image of the wine's origin is perceived positively or negatively before using origin information in store displays.

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International Journal of Wine Marketing, vol. 11 no. 3
Type: Research Article
ISSN: 0954-7541

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

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Abstract

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Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

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Book part
Publication date: 3 July 2018

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Innovation and Strategy
Type: Book
ISBN: 978-1-78754-828-2

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