Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement

Citation data:

Journal of Advertising, ISSN: 0091-3367, Vol: 43, Issue: 2, Page: 155-166

Publication Year:
2014
Usage 32994
Abstract Views 20141
Full Text Views 12485
Link-outs 368
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Readers 186
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Citations 17
Citation Indexes 17
Repository URL:
https://repository.hkbu.edu.hk/coms_ja/77
DOI:
10.1080/00913367.2013.838720
Author(s):
Hung, Hing Kun Kineta
Publisher(s):
Informa UK Limited; Taylor & Francis
Tags:
Business, Management and Accounting; Social Sciences; Communication
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article description
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. © 2014, American Academy of Advertising.