TY - JOUR
T1 - Why celebrity sells
T2 - A dual entertainment path model of brand endorsement
AU - Hung, Kineta
N1 - Funding Information:
This study is supported by a research grant from General Research Fund, Hong Kong SAR Government.
PY - 2014/4/3
Y1 - 2014/4/3
N2 - This article introduces a dual entertainment path model that integrates insights from media entertainment and transportation theory to show how links between entertainment motives (aspirational and playful) and experiences (celebrity fantasy and emotional investment) influence endorsed brand attitude. Results of two studies validate the salience of two paths. Fans, who hold parasocial bond with the celebrity, are driven by both aspirational and playful motives to engage in celebrity-induced entertainment experiences. Nonfans lack aspirational motive and are driven predominantly by playful motive. In either situation, celebrity-induced entertainment experiences enhance endorsed brand attitude. This model complements the existing celebrity endorsement literature by positing entertainment as a salient dimension of brand endorser effects. Its findings provide new insights on how advertisers promote their brands.
AB - This article introduces a dual entertainment path model that integrates insights from media entertainment and transportation theory to show how links between entertainment motives (aspirational and playful) and experiences (celebrity fantasy and emotional investment) influence endorsed brand attitude. Results of two studies validate the salience of two paths. Fans, who hold parasocial bond with the celebrity, are driven by both aspirational and playful motives to engage in celebrity-induced entertainment experiences. Nonfans lack aspirational motive and are driven predominantly by playful motive. In either situation, celebrity-induced entertainment experiences enhance endorsed brand attitude. This model complements the existing celebrity endorsement literature by positing entertainment as a salient dimension of brand endorser effects. Its findings provide new insights on how advertisers promote their brands.
UR - http://www.scopus.com/inward/record.url?scp=84899489214&partnerID=8YFLogxK
U2 - 10.1080/00913367.2013.838720
DO - 10.1080/00913367.2013.838720
M3 - Journal article
AN - SCOPUS:84899489214
SN - 0091-3367
VL - 43
SP - 155
EP - 166
JO - Journal of Advertising
JF - Journal of Advertising
IS - 2
ER -