The Research of Spillover Effect between Endorsers and Brands

• Main Authors: Sheng Wang, 王聲
• Other Authors: Jue-Yu Luo
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/45185117932963594064

碩士 === 義守大學 === 企業管理學系碩士班 === 99 === Previous studies have mostly been related to the promotional effect of a single endorser with regard to a specific brand. However, there are insufficient studies regarding the relationship between a single endorser and multiple products. Tripp, Jensen and Carlson (1994) indicated that consumers have negative perceptions of the credibility, fancy and advertising attitude of endorsers who recommend several products. However, this result seems to be inconsistent with reality, as in contrast, when an endorser is more popular, his/her endorsement of the brand/product also becomes more popular, and manufacturers compete to invite celebrities to endorse their products.There are three main parts: (1) If customers perceive the image of excitement of an endorser and a brand as being consistent/ inconsistent, this will have a positive/ negative reciprocal spillover effect; (2) When the endorser with the positive image endorses the brand with the negative image, then the endorser will have the positive spillover effect to the brand/ when the endorser with the negative image endorses the brand with the positive image, then the brand will have the positive spillover effect to the endorser; and (3) When the same advertising endorser converts from advertising a high to a low-awareness brand, this will have a positive spillover effect/ When the same advertising endorser converts from advertising a low to a high-awareness brand, this will have a negative spillover effect.