Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention
Abstract This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while controlling for celebrity attractiveness, familiarity and match-up. Results show strong attachment to a celebrity encourages positive attitude towards the advertisement and brand regardless of the number of endorsements. A significant interaction effect is found for purchase intention, suggesting that both attachment and the number of endorsements influence likelihood of purchase. When consumers are more attached to a celebrity and view that celebrity endorsing multiple brands, this negatively impacts their purchase intention. Yet, when consumers have a weak attachment, their purchase intention is increased with multiple endorsements.
Based on agency theory, this study first established the relationship between CEO duality and the choice of partial acquisition. Putting agency theory, resource-based view and institutional theory together, this study further examined how some firm and institutional factors moderate this relationship. Using secondary data collected from firms listed in the two stock exchanges in China mainland, we find duality CEOs prefer partial acquisition over the other FDI entry modes, and this preference may be changed by firm resources, such as firm size and firm international experience, and institutional factors, such as formal institutional distance.