Abstract

Past research has delineated the use of celebrity endorsements as an effective marketing strategy that bolsters brand image and stimulates purchase intentions. However, there is a paucity of research investigating the role of celebrities in brand transgression contexts. Across two experimental studies, we examine whether and how celebrity endorsers influence consumers’ reactions toward an endorsed brand following a transgression. Grounded in parasocial interaction theory, the findings reveal that parasocial relationships bolster brand trust and brand forgiveness through brand self-congruity. Moreover, we identify the impacts of transgression controllability and endorsement timing on brand outcomes (brand trust and brand forgiveness). Specifically, we find that celebrity endorsements can buffer negative impacts of a brand transgression; however, employing celebrity endorsement after a controllable brand transgression may be ineffective and possibly even counterproductive. Theoretical and practical implications are discussed.

摘要

过去的研究表明，名人代言是一种有效的营销策略，可以提升品牌形象并激发购买意愿。然而，很少有研究调查名人在品牌越轨情境中的作用。在两项实验研究中，我们研究了名人代言人是否以及如何影响消费者在违规后对代言品牌的反应。基于准社会互动理论，研究结果表明，准社会关系通过品牌自我一致性增强了品牌信任和品牌宽恕。此外，我们确定了违规可控性和认可时机对品牌成果（品牌信任和品牌宽恕）的影响。具体来说，我们发现名人代言可以缓冲品牌违规的负面影响；然而，在可控的品牌违规后使用名人代言可能是无效的，甚至可能适得其反。讨论了理论和实践意义。