Consumers’ Endorsements For Companies and Causes: the Role of Symbolism and Visibility

Stefan F. Bernritter, University of Amsterdam, The Netherlands
Peeter Verlegh, University of Amsterdam, The Netherlands
Edith G. Smit, University of Amsterdam, The Netherlands
In the present study, we examined factors that might affect consumers’ decision to endorse an organization. In particular, we investigated to what extent brand symbolism and visibility of an endorsement affected consumers’ intention to endorse. Moreover, we explored whether these effects differed for companies (for profit) and causes (non profit).
[ to cite ]:
Stefan F. Bernritter, Peeter Verlegh, and Edith G. Smit (2013) ,"Consumers’ Endorsements For Companies and Causes: the Role of Symbolism and Visibility", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.