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The Dark Side of Star Marketing: Celebrity Endorsement Contracts Can Lower Consumers’ Judgment of Brand Growth When the Firm is Tech-Focused

이경미|장호준
한국마케팅학회 (Korean Marketing Association)|2018.11|아시아마케팅저널 (Asia Marketing Journal)|제20권 제3호|pp. 63-81|DOI http://dx.doi.org/10.15830/amj.2018.20.3.63

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키워드

categorizationcelebrity marketingstrategic focusconsumer inferencebrand growth judgment
주제분류경영학

초록

This research examines how the announcement of a celebrity endorsement contract with a brand can influence consumers’ judgment of its future growth in a market. Using both behavioral experiments and an event study analysis, we find that when the brand is perceived to be technology-focused (versus marketing-focused), the information about the celebrity contract can lead consumers to view the brand’s future as less promising. Furthermore, we identify consumers’ inferences about the quality of the brand as a psychological factor underlying this effect. This paper provides evidence that star-marketing can sometimes signal management’s misjudgment about resource allocation for a brand, which unduly invests in celebrity marketing at the expense of quality improvement for the product.

Abstract

This research examines how the announcement of a celebrity endorsement contract with a brand can influence consumers’ judgment of its future growth in a market. Using both behavioral experiments and an event study analysis, we find that when the brand is perceived to be technology-focused (versus marketing-focused), the information about the celebrity contract can lead consumers to view the brand’s future as less promising. Furthermore, we identify consumers’ inferences about the quality of the brand as a psychological factor underlying this effect. This paper provides evidence that star-marketing can sometimes signal management’s misjudgment about resource allocation for a brand, which unduly invests in celebrity marketing at the expense of quality improvement for the product.

참고문헌 (38)

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