Citation
(2015), "Executive summary of “Celebrity endorsement, self-brand connection and consumer-based brand equity”", Journal of Product & Brand Management, Vol. 24 No. 5. https://doi.org/10.1108/JPBM-08-2015-909
Publisher
:Emerald Group Publishing Limited
Executive summary of “Celebrity endorsement, self-brand connection and consumer-based brand equity”
Article Type: Executive summary and implications for managers and executives From: Journal of Product & Brand Management, Volume 24, Issue 5
This summary has been provided to allow managers and executives a rapid appreciation of the content of this article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefits of the material present.
Using celebrities to endorse brands has become a widely adopted strategy. In the USA alone, celebrity endorsements are believed to be a feature of around 15 per cent of advertisements. As the strategy involves considerable expenditure, marketers should expect such endorsements to positively impact on consumer perceptions of brand equity.
Various models of brand equity have been proposed in the literature. One of the most commonly utilized purports that equity comprises brand awareness, brand associations, perceived quality and brand loyalty. Brand associations are important, as they reflect what a consumer knows about a brand based on information and personal experience. These associations can vary in strength and determine what brand knowledge will be recalled from consumer memory. Plenty evidence has shown that strong, positive associations favorably impact on attitude toward the brand and purchase intention.
Researchers claim that people form similar associations about celebrities. Such associations then become linked to the brand as a result of the process of endorsement. Celebrity endorsers have been labeled as secondary brand associations due to this connection.
The impact of endorsement depends on consumer perception of the endorser’s credibility. This is evaluated in terms of the celebrity’s:
physical attractiveness;
trustworthiness, reflected in such as honesty and integrity; and
perceived expertise in relation to the advertised product.
Previous work notes the favorable effect of endorser credibility on recall of brand information and how the brand is evaluated. It is therefore mooted that the connection to the brand of an endorser perceived to be credible will similarly impact on brand equity due to the transfer of the positive associations involved.
Transfer from endorser to brand is also seen to be, in part, culturally determined. Advertising enables personality and lifestyle aspects of the celebrity to be extended to the endorsed product. As individuals aspire toward reference groups, like celebrities, meanings transferred to the brand also become part of their self-concept through their consumption of the product in question.
Strong links between a certain brand and the self-identity of a consumer have been referred to as “self-brand connection”. This newer concept is regarded as distinct from existing constructs like self-congruity and reflects to what extent consumers regard a specific brand as part of their self-concept. Over time, consumers are likely to become more emotionally attached to brands that possess “symbolic associations” that are seen as core to the individual’s perception of self. Attitude toward the brand and purchase intention typically become more positive as a result of such ties.
Certain studies suggest that the strength of self-brand connection can be increased through endorser credibility. This is based on the assumption of consumer desire to identify himself or herself with the range of favorable associations that credibility entails. Based on these and other indications, a strong self-brand connection is also expected to positively impact on consumer brand equity. The “desired sense of self” that emerges through celebrity endorsement helps to strengthen the self-brand connection and the brand-related associations and attitudes stored in memory.
The successful transfer of associations between a celebrity and the supported brand depends on the degree of “fit” between the entities as perceived by the consumer. Many studies have noted the importance of fit levels within the context of brand extensions. With celebrity endorsements, congruence between the endorser and product type has likewise been shown to be significant. One example is the use of physically attractive celebrities within advertisements for beauty products. However, congruity is not limited to physical features and can be founded on other perceived similarities.
According to some sources, these similarities are not scientifically grounded but emerging from consumer judgments that are based on what have been termed as “naïve mental explanations”. Earlier work found that perceptions of fit between endorser and brand positively influenced consumer attitude and behavioral intention. Congruence is assumed to aid the transfer of “self-relevant meaning” from celebrity to brand. It is thus considered likely to affect the relationship between endorser credibility and the self-brand connection.
Preliminary work was conducted to identify brands known to use celebrity endorsement. This produced an initial list of 73 such combinations across 41 product categories. To be further considered, the product category had to be “highly salient” to study subjects and celebrity endorsement had to be used by most category brands. Being relevant to both males and females was the third and final condition. The only product category to meet these criteria was sports drinks.
This was thus chosen as the stimulus category for the present work. An online survey was conducted involving university students who were asked to focus on one of the four celebrity – brand pairings. Four current professional basketball players were the endorsers for the market-leading Gatorade and Powerade brands.
A total of 382 usable responses was generated from participants largely representative of the Generation Y cohort. Females accounted for 45 per cent of the sample. Only 29 of those surveyed did not consume either of the two study brands. Attitude toward the brands was relatively equal, and subjects indicated a similar liking for three of the four endorsers. The remaining one scored considerably more highly in that respect.
Participant responses to questions and statements confirmed expectations that:
endorser credibility directly impacts on both brand equity and the self-brand connection;
the self-brand connection has a significant direct impact on brand equity;
the influence of endorser credibility on brand equity is positively moderated by congruence between endorser and brand; and
endorser – brand congruence has a strong positive moderating effect on the relationship between endorser credibility and the self-brand connection.
Based on these and earlier findings documented in the literature, Dwivedi et al. suggest that managers should seek credible celebrities to endorse their brands. It is recommended that they should recruit those celebrities who most exhibit “desired meanings and associations” that will enhance brand equity when they are transferred to the brand. Care is needed, however, when endorsers are selected. The study has shown how an appropriate fit between celebrity and brand can strengthen the relationship and the subsequent impact on brand equity.
The authors also note the importance of the self-brand connection, particularly because brands which can enhance their sense of self are typically favored among Generation Y consumers. Any positive effect on brand equity can be furthered if managers help to nurture the self-brand connection.
Similar research using different consumer samples, national contexts and product categories could be conducted in future. Another suggestion is to consider different sporting celebrities or those from other entertainment fields. Studies might also compare current and past endorsers of specific brands.
To read the full article enter 10.1108/JPBM-10-2014-0722 into your search engine.
(A précis of the article “Celebrity endorsement, self-brand connection and consumer-based brand equity”. Supplied by Marketing Consultants for Emerald.)