Abstract

Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are associated in different ways (co-branding vs. endorsement) and when brand awareness varies (lesser-known vs. well-known brand). Additionally, to reveal the underlying mechanism of the meaning transfer effect on brand attitudes, this study tests a moderated mediation model, highlighting transferred brand belief and original brand belief as two serial mediators. Results of an online experiment confirmed the transfer of celebrity traits to brands: Changes in brand belief and attitude were consistent with the valence of the celebrity’s traits. More importantly, such a meaning transfer effect became stronger when lesser-known brands were associated with celebrities via co-branding. This effect pattern, however, did not hold for well-known brands. Lastly, regarding the meaning transfer mechanism, the results showed that celebrity meaning transfer first promoted the formation of brand meanings that correspond to celebrity traits, which then impacted original brand beliefs held by consumers, resulting in a change in brand attitudes. This study presents one of the earliest empirical investigations that compare the effects of celebrity endorsement and co-branding based on the meaning transfer theory. It not only provides much-needed causal evidence that directly supports the theory but also illustrates the strategic advantages of celebrity co-branding to capitalize on celebrities’ influence.

Supplemental data for this article is available online at https://doi.org/10.1080/02650487.2021.1940059 .

摘要

基于意义转移理论，本研究考察了当名人和品牌以不同方式关联时，非评价性联想，消极（例如疯狂）和积极（例如勇敢）如何从名人转移到品牌以影响品牌态度。联合品牌与代言）以及品牌知名度不同时（鲜为人知的品牌与知名品牌）。此外，为了揭示意义转移对品牌态度影响的潜在机制，本研究测试了一个有调节的中介模型，强调转移的品牌信念和原始品牌信念作为两个连续中介。一项在线实验的结果证实了名人特征向品牌的转移：品牌信念和态度的变化与名人特征的效价一致。更重要的是，当鲜为人知的品牌通过联合品牌与名人联系在一起时，这种意义传递效应变得更强。然而，这种效应模式并不适用于知名品牌。最后，关于意义转移机制，研究结果表明，名人意义转移首先促进了与名人特质相对应的品牌意义的形成，进而影响了消费者原有的品牌信念，导致品牌态度发生变化。本研究提出了最早的实证研究之一，该研究基于意义转移理论比较了名人代言和联合品牌的影响。它不仅提供了直接支持该理论的急需的因果证据，而且说明了名人联合品牌利用名人影响力的战略优势。

本文的补充数据可在 https://doi.org/10.1080/02650487.2021.1940059 在线获取。