文章基本信息

标题：The transference of brand attitude: the effect on the celebrity endorser,
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作者：Samuel Doss ; Florida Institute of Technology.
期刊名称：Journal of Management and Marketing Research
印刷版ISSN：1941-3408
电子版ISSN：1941-3408
出版年度：2010
卷号：7
期号：1
出版社：Academic and Business Research
摘要：This paper examines the attitude of a brand and its transference on the celebrity endorsing the product. Past studies of celebrity endorsements have analyzed the effects of the celebrity on the endorsed product but not the reverse transference. This study found that a celebrity’s overall credibility, as well as expertise, is influenced by the perceived attitude toward a branded product. Additionally, a poorly perceived brand may also influence a celebrity’s attractiveness and trustworthiness negatively. However, it was found that a positively viewed brand does not necessarily increase the same attributes of attractiveness and trustworthiness on a less admired celebrity.
关键词：endorsements, celebrity, brand attitude, brand transference