Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions
<p dir="ltr">In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘eith...
محفوظ في:
| المؤلف الرئيسي: | |
|---|---|
| مؤلفون آخرون: | , |
| منشور في: |
2021
|
| الموضوعات: | |
| الوسوم: |
إضافة وسم
لا توجد وسوم, كن أول من يضع وسما على هذه التسجيلة!
|
| _version_ | 1864513557738029056 |
|---|---|
| author | Kamel El Hedhli (17100172) |
| author2 | Haithem Zourrig (17100175) Imene Becheur (17100178) |
| author2_role | author author |
| author_facet | Kamel El Hedhli (17100172) Haithem Zourrig (17100175) Imene Becheur (17100178) |
| author_role | author |
| dc.creator.none.fl_str_mv | Kamel El Hedhli (17100172) Haithem Zourrig (17100175) Imene Becheur (17100178) |
| dc.date.none.fl_str_mv | 2021-01-01T00:00:00Z |
| dc.identifier.none.fl_str_mv | 10.1016/j.jretconser.2020.102260 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Celebrity_endorsements_Investigating_the_interactive_effects_of_internalization_identification_and_product_type_on_consumers_attitudes_and_intentions/24249826 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Commerce, management, tourism and services Commercial services Marketing Elaboration likelihood model Persuasion Celebrity endorsement Source credibility Internalization Identification Attitudes Intentions Product involvement Purchase motive Informational product Transformational product |
| dc.title.none.fl_str_mv | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <p dir="ltr">In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘either-central-or-peripheral-role’ of a source characteristic, this research advances that celebrity credibility plays concomitantly central and peripheral roles in a persuasive message context depending on product involvement and brand-purchase motive. Particularly, this research uses the notions of ‘source internalization’ and ‘source identification’ (Kelman, 1961) to theorize that source credibility can have a concomitant dual role (peripheral and central) in a persuasion context. More precisely, this research investigates the interactive effects of source identification and internalization with product involvement as well as brand-purchase motives on consumers' attitudes and intentions. Source internalization is predicted to have persuasive effects in the contexts of high-involvement as well as informational products. Source identification is predicted to have persuasive effects in the context of low-involvement as well as transformational products. The findings of two experiments show that celebrity credibility acts through only a single route (i.e., only internalization has persuasive effects) uniformly across different product involvement levels and brand-purchase motive types. We interpret these results with the lens of the ‘match-up’ hypothesis (Kamins, 1990).</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Retailing and Consumer Services<br>License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1016/j.jretconser.2020.102260" target="_blank">https://dx.doi.org/10.1016/j.jretconser.2020.102260</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_5ecb037cef862849836280281815171a |
| identifier_str_mv | 10.1016/j.jretconser.2020.102260 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/24249826 |
| publishDate | 2021 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentionsKamel El Hedhli (17100172)Haithem Zourrig (17100175)Imene Becheur (17100178)Commerce, management, tourism and servicesCommercial servicesMarketingElaboration likelihood modelPersuasionCelebrity endorsementSource credibilityInternalizationIdentificationAttitudesIntentionsProduct involvementPurchase motiveInformational productTransformational product<p dir="ltr">In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different light to the Kang and Herr's ‘either-central-or-peripheral-role’ of a source characteristic, this research advances that celebrity credibility plays concomitantly central and peripheral roles in a persuasive message context depending on product involvement and brand-purchase motive. Particularly, this research uses the notions of ‘source internalization’ and ‘source identification’ (Kelman, 1961) to theorize that source credibility can have a concomitant dual role (peripheral and central) in a persuasion context. More precisely, this research investigates the interactive effects of source identification and internalization with product involvement as well as brand-purchase motives on consumers' attitudes and intentions. Source internalization is predicted to have persuasive effects in the contexts of high-involvement as well as informational products. Source identification is predicted to have persuasive effects in the context of low-involvement as well as transformational products. The findings of two experiments show that celebrity credibility acts through only a single route (i.e., only internalization has persuasive effects) uniformly across different product involvement levels and brand-purchase motive types. We interpret these results with the lens of the ‘match-up’ hypothesis (Kamins, 1990).</p><h2>Other Information</h2><p dir="ltr">Published in: Journal of Retailing and Consumer Services<br>License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1016/j.jretconser.2020.102260" target="_blank">https://dx.doi.org/10.1016/j.jretconser.2020.102260</a></p>2021-01-01T00:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.1016/j.jretconser.2020.102260https://figshare.com/articles/journal_contribution/Celebrity_endorsements_Investigating_the_interactive_effects_of_internalization_identification_and_product_type_on_consumers_attitudes_and_intentions/24249826CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/242498262021-01-01T00:00:00Z |
| spellingShingle | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions Kamel El Hedhli (17100172) Commerce, management, tourism and services Commercial services Marketing Elaboration likelihood model Persuasion Celebrity endorsement Source credibility Internalization Identification Attitudes Intentions Product involvement Purchase motive Informational product Transformational product |
| status_str | publishedVersion |
| title | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions |
| title_full | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions |
| title_fullStr | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions |
| title_full_unstemmed | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions |
| title_short | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions |
| title_sort | Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions |
| topic | Commerce, management, tourism and services Commercial services Marketing Elaboration likelihood model Persuasion Celebrity endorsement Source credibility Internalization Identification Attitudes Intentions Product involvement Purchase motive Informational product Transformational product |