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Article Dans Une Revue Journal of Brand Management Année : 2014

From endorsement to celebrity co-branding: Personality transfer

Résumé

A brand’s personality is rooted in different sources, including its spokespersons, who can express individual values and visions of the self, in association with a certain type of personality. This study seeks to measure the extent to which a celebrity spokesperson’s personality transfers to the brand, as well as how this transfer influences consumers, using a co-branding framework. An empirical study of two ready-to-wear fashion brands specifies the conditions of a successful endorsement: The influence of personality transfers on consumer behavior varies with the brand’s reputation and the celebrity’s profile. Accordingly, the authors propose a new approach for selecting brand ambassadors on the basis of their personality and in the context of a form of co-branding.
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Dates et versions

halshs-01064057 , version 1 (15-09-2014)

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Citer

L. Ambroise, Gaëlle Pantin-Sohier, Pierre Valette-Florence, N. Albert. From endorsement to celebrity co-branding: Personality transfer. Journal of Brand Management, 2014, 21 (4), pp.273-285. ⟨10.1057/bm.2014.7⟩. ⟨halshs-01064057⟩
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