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Who benefits from multiple brand celebrity endorsements? An experimental investigation

机译：谁从多个品牌名人代言中受益？实验研究

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摘要

Advertisers commonly use celebrity endorsers to increase the effectiveness of advertising in persuading consumers. In many cases, these celebrities endorse more than one brand. Little is known, however, about the benefit to brands from these multiple endorsements by the same celebrity. This research applies classical conditioning theory to an exploration of multiple brand endorsements by a single celebrity, and examines how brand concept consistency between endorsed brands affects consumers' evaluations of the endorsed brand. The findings, over two separate studies, indicate that exact and high concept consistency between endorsed brands positively influences consumers' attitude toward these brands.
机译：广告商通常使用名人代言人来提高广告说服消费者的效率。在许多情况下，这些名人认可多个品牌。然而，对于由同一名人的多次背书给品牌带来的好处知之甚少。这项研究将经典条件理论应用于单个名人对多个品牌代言的探索，并研究了代言品牌之间的品牌概念一致性如何影响消费者对代言品牌的评价。在两项单独研究中的发现表明，认可品牌之间的准确和高度概念一致性对消费者对这些品牌的态度产生了积极影响。

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