Why celebrity sells: A dual entertainment path model of brand endorsement

Kineta H HUNG*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

51 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)155-166
Number of pages12
JournalJournal of Advertising
Volume43
Issue number2
DOIs
Publication statusPublished - 3 Apr 2014

Scopus Subject Areas

  • Business and International Management
  • Communication
  • Marketing

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