Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions
Author | El Hedhli, Kamel |
Author | Zourrig, Haithem |
Author | Becheur, Imene |
Available date | 2023-04-30T09:27:35Z |
Publication Date | 2021-01-01 |
Publication Name | Journal of Retailing and Consumer Services |
Identifier | http://dx.doi.org/10.1016/j.jretconser.2020.102260 |
Citation | Hedhli, K., Zourrig, H., Becheur, I. (2021). Celebrity Endorsements: Investigating the Interactive Effects of Internalization, Identification and Product Type on Consumers' Attitudes and Intentions. Journal of Retailing and Consumer Services |
ISSN | 09696989 |
Abstract | In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘either-central-or-peripheral-role’ of a source characteristic, this research advances that celebrity credibility plays concomitantly central and peripheral roles in a persuasive message context depending on product involvement and brand-purchase motive. Particularly, this research uses the notions of ‘source internalization’ and ‘source identification’ (Kelman, 1961) to theorize that source credibility can have a concomitant dual role (peripheral and central) in a persuasion context. More precisely, this research investigates the interactive effects of source identification and internalization with product involvement as well as brand-purchase motives on consumers' attitudes and intentions. Source internalization is predicted to have persuasive effects in the contexts of high-involvement as well as informational products. Source identification is predicted to have persuasive effects in the context of low-involvement as well as transformational products. The findings of two experiments show that celebrity credibility acts through only a single route (i.e., only internalization has persuasive effects) uniformly across different product involvement levels and brand-purchase motive types. We interpret these results with the lens of the ‘match-up’ hypothesis (Kamins, 1990). |
Language | en |
Subject | Attitudes Celebrity endorsement Elaboration likelihood model Identification Informational product Intentions Internalization Persuasion Product involvement Purchase motive Source credibility Transformational product |
Type | Article |
Volume Number | 58 |
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Management & Marketing [701 items ]