The Dark Side of Star Marketing
| Autor: | Hojoon Jang, Kyoungmi Lee |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: | |
| Zdroj: | Asia Marketing Journal, Vol 20, Iss 3, Pp 63-81 (2018) |
| Druh dokumentu: | article |
| ISSN: | 1598-7868 2765-6500 |
| DOI: | 10.15830/amj.2018.20.3.63 |
| Popis: | 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. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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