Celebrity Endorsement and Self-Brand Connections

We propose that consumers purchase brands in part to construct self-concepts and, in so doing, form self-brand connections. We focus on celebrity endorsements as a source of brand meaning. Results from our first experiments show that brands with images consistent with a celebrity endorser enhance self-brand connections for consumers when they like the celebrity, but harm them when consumers dislike the celebrity. A second study, in progress, tests our prediction that the influence of celebrity endorsement will differ depending on whether the consumer has active self-enhancement goals, such that the influence of celebrities will be greater for higher self-enhancement needs.



Citation:

Jennifer Edson Escalas and James R. Bettman (2007) ,"Celebrity Endorsement and Self-Brand Connections", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 438-438.

Authors

Jennifer Edson Escalas, Vanderbilt University
James R. Bettman, Duke University



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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