Vipiz Is Fast, Vopoz Is Slow: Phonetic Symbolism Is the Way to Go!

We examine the effect of phonological awareness (ability to identify sounds in words) on children's product evaluations, following exposure to a phonetically manipulated brand name (e.g., Vipiz/Vopoz). We demonstrate that priming children to undertake soundbased processing of marketing stimuli will enhance phonetic symbolism effects for those with low phonological awareness

Valuing celebrity endorsement advertising strategy using MECCAS

Purpose: This study explores what consumers value from celebrity endorsers for the evaluation of an actual campaign featuring Jerry Seinfeld as the endorser for the Greater Building Society. Originality: Research in celebrity endorsement tends to focus on what constitutes an effective celebrity endorser in terms of their characteristics or attributes. These studies, however, fail to examine the value consumers gain from celebrity endorsers. Key literature/theoretical perspective: Means-end chain theory is used to identify and assess how a celebrity endorsement advertising strategy incorporates the associations consumers make between means-end levels of knowledge (i.e., linking the brand to attributes, attributes to consequences, and consequences to satisfaction of personal values) for celebrity brands. Design/methodology/approach: A laddering technique and hierarchical value maps are used to identify the attributes, consequences and values of celebrity endorsers. The MECCAS model is then used to evaluate the advertisements featuring the endorsement which link celebrity brand attributes, consequences and values. Findings: Consumers value celebrity endorsers who are authentic and successful with high levels of expertise. These attributes enable consumers to trust the celebrity, which in turn encourages the development of a relationship with the celebrity. Research limitations/implications: A central finding in this study is the importance of authenticity, a concept that is not researched in the celebrity endorsement literature and requires exploration. Practical and Social implications: Although desired celebrity attributes can be highlighted in the positioning of a celebrity endorser in marketing communications, the links between the attributes, consequences and values also can be clearly connected in promotional campaigns to develop consumer relationships.2 page(s

Celebrity co-branding partners as irrelevant brand information in advertisements

Purpose: This study examines the effect of irrelevant celebrity co-branding partner information presented in advertisements on consumer brand judgments. Brand unrelated information carried by a celebrity co-branding partner is arguably irrelevant to consumer judgment formation and perhaps more so when the image of the celebrity is incongruent with that of the brand. Originality: Irrelevant information presented by a well-known comedian, Jerry Seinfeld, in a current campaign with a financial institution, the Greater Building Society, may cause a weakening effect on consumer brand benefit beliefs, attitudes and purchase intentions. Key literature/theoretical perspective: The social and non-social judgment literature recognises that the use of irrelevant information results in less extreme judgements (dilution). Design/methodology/approach: A 2 x 4 experimental design manipulated information relevancy and celebrity-brand match-up. Findings: A dilution effect on consumer brand benefit beliefs, attitudes and purchase intentions was identified with the addition of irrelevant information provided by a celebrity co-branding partner. Results show that both information relevancy and celebrity-brand match-up influence consumer brand benefit beliefs and purchase intentions, whereas only match-up information is used in the formation of brand attitudes. An incongruent and irrelevant celebrity co-branding partner results in decreased consumer judgements compared to an irrelevant yet matched celebrity brand partner. Research limitations/implications: As this study focused on one television advertisement with a specific celebrity and co-branding partner, future research should be extended to explore other mediums and other co-branding situations. Practical and Social implications: Brand managers should strategically place a relevant celebrity co-branding partner, a congruent celebrity who presents relevant brand related information, within their advertisements to avoid brand benefit belief and purchase intent dilution.2 page(s

Celebrity co-branding partners as irrelevant information : dilution of consumers' attachment, beliefs, attitudes and intentions

1 page(s

Brand values, dilution and authenticity: evaluating celebrity co-branding partnerships

"This thesis is submitted for the degree of Doctor of Philosophy, Faculty of Business, Department of Marketing and Management, Macquarie University, Sydney"."1st August 2012".Thesis by publication.Includes bibliographical references.Chapter 1. Introduction to the thesis -- Chapter 2. Introduction to study I -- Chapter 3. Introduction to study II -- Introduction to study III -- Chapter 4. Introduction to study IV -- Chapter 5. Thesis conclusion -- Appendices."Celebrity endorsements both Australia and worldwide are growing, with one in five ads now featuring a celebrity (Time Inc. 2006; Solomon, 2009). Today, celebrities commonly endorse multiple products, brands and organisations and are themselves referred to as human brands (Thomson, 2006). Celebrity brands can encompass unique and original associations that craft their authenticity and distinctiveness. A celebrity's image is crucial to understand when paired with any brand in a co-branding situation. Research within the area of celebrity endorsements mainly focuses on identifying the characteristics of celebrities that make them appropriate endorsers of particular brands. Surprisingly, little research examines why consumers value celebrities and the brands with which they are paired. Research in co-branding is limited to examining the combination or collaboration of product brands. This thesis examines co-branding partnerships between corporate and celebrity brands. This thesis presents four studies that examine how consumers value celebrity and corporate brands and the ways in which consumer judgments can be diluted when brands are paired collectively in a co-branding context." -- Abstract.Mode of access: World Wide Web.1 online resource (ix, 210 pages) illustration

Attachment to Human Brands: Opinions of Celebrities Endorsing Multiple Brands

7 page(s

The Changing role of celebrities in advertising : celebrity endorsers as irrelevant information in advertisements

This study examines the effect of irrelevant information presented by a celebrity endorser in advertisements on consumer judgments. Celebrity match-up and information relevancy are tested. Three experimental conditions manipulate information relevancy within advertisements: relevant information, irrelevant information, and relevant plus irrelevant information. Findings show a mismatched celebrity causes attitudes towards the advertisement and towards the brand to become less positive, or dilute, in all three advertisement conditions. When subjects perceive a match-up between the celebrity and the brand, the relevant plus irrelevant condition produces the strongest attitudes towards the advertisement. Attitudes towards the brand are not affected by advertisement condition.11 page(s

Mapping human brands : celebrity co-branding networks

9 page(s

Celebrity co-branding partners as irrelevant brand information in advertisements

This study examines the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand. Three experimental conditions manipulate the relevancy of information: relevant information, irrelevant information, and relevant plus irrelevant information. Findings from this study suggest that when a celebrity co-branding partner does not provide information about the partner brand nor brand benefits, consumer judgments in the ability of the partner brand to deliver benefits, their purchase intent and their match-up perceptions become less positive. Consumer brand benefit beliefs and purchase intentions show evidence of a dilution effect only when consumers perceive a mismatch between the celebrity and brand and when presented with irrelevant information supplied by a celebrity in addition to relevant brand information. Interestingly, not only the relevant celebrity characteristics associated with the brand but also the irrelevant information provided by the celebrity in the advertisement influence perceptions of match-up or congruence. Brand managers should ensure a celebrity co-branding partner does not provide irrelevant brand information within advertisements to avoid brand benefit belief, purchase intent and match-up dilution.1 page(s

Consumer values of corporate and celebrity brand associations

Purpose-This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach-This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify brand attributes that translate to personal meaning for consumers and then to identify whether these attributes are encompassed by a specific brand. Findings-Results from brand concept maps and hierarchical value maps show consumers value accessibility and customer service in financial corporate brands. Consumers value expertise in celebrity brands and respect success in both corporate and celebrity brands. A central finding is the importance of brand authenticity. Corporate brand authenticity establishes a sense of security and assists in the development of brand relationships. Celebrity brand authenticity creates consumer attention and enhances celebrity trustworthiness aiding in the development of a consumer-celebrity brand relationship. Research limitations/implications-The findings have implications for corporate brands utilizing celebrity endorsers. In terms of strategic positioning, corporate brands need to center their marketing communications on desired brand associations at the core of both the corporate and celebrity brand that translate to personal meaning for consumers. Originality/value-This study uses a combined theoretical and methodological approach, drawing on associative network theory and means-end chain theory, and BCM and hierarchical value mapping methods, respectively, to understand and uncover personal meaning or value derived from brand associations.24 page(s