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Yijia Fan - Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement
Transcript of Yijia Fan - Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement
Why Celebrity Sells: A Dual Entertainment Path Model
of Brand Endorsement
Author: Kineta Hung
The consumer’s aspirational motive and playful motive for celebrity entertainment are negatively correlated.
The path (a) aspirational motive- emotional investment differs between fans and nonfans, but the path (b) playful motive- emotional investment does not.
The path (a) aspirational motive- celebrity fantasy differs between fans and nonfans, but the path (b) playful motive-celebrity fantasy does not.
Consumer’s (a) emotional investment and (b) celebrity fantasy are positively associated with endorsed brand attitude.
A content-coding based on 20 (celebrities) × 4 (threads) × 6 (postings) selected from
Entertainment experiences induced by parasocial bonding in turn are potential precursors for celebrity endorsement effects.
Two studies to show how the links between entertainment motives and experiences influence endorsed brand attitude
Fans (hold parasocial bond with celebrity), are driven by both aspirational and playful motives to engage in celebrity-induced entertainment experiences
Nonfans (lack aspirational motive) are driven predominantly by playful motive
Presented by Yijia Fan
A between subjects survey with two celebrities and two respondent types
Consumers are driven by excitement elicitation directed at the celebrity, an idealized target they aspire to be like and identify with.
As results of this study show, the playful motive applies to all consumers (both fans and nonfans) and is therefore arguably more relevant to celebrity endorsement effects than the aspirational motive that applies to celebrity fans primarily.