A study on advertising effects of multiple brand endorsements by single celebrity：A framework of source credibility and expectancy-to-use

So far, domestic and foreign scholars for "Celebrity multiple effect of brand advertising," the subject to conduct related research is very limited. Although some research results indicate that celebrity endorsements of multiple brands, advertising effectiveness will be incremental as the number of brand endorsements diminishes. However, they do not care industry experts, practical discourse, continues to marketing, advertising, public relations and other areas of substantial manipulation of celebrity endorsements. This unusual phenomenon, indicating substantive issues in this industry and academia is a cognitive difference, to be further explored.

Celebrity endorsement of a multi-brand no effect? Seems to imply some other factors exist. The thesis that the message source credibility, celebrity endorsements in the process of multi-brand advertising plays a key role of influence. However, the credibility of past scholars and experts will be used in the celebrity endorsement empirical research on advertising effects are still present divergent views, the differences are not consistent phenomenon. Mainly to individual claims of various scholars to define the reliability of local-oriented, may not truly represent the confidence to identify the key explanatory variables.

Therefore, this thesis "Expectancy-to-use" (believe it or not really use his celebrity endorsement of products) the new variables, to explore multiple brand celebrity endorsements, whether the effects of their advertising will decrease? And reliability of traditional voice comparison.

Ordering the small sample of the study are different from traditional experimental research methods, through the Orient Express (the most representative national network of professional market research company) member database and the platform to conduct "network experiment." Ministry of the Interior in accordance with demographic data on gender, age two variables to further examine the quota limit, a total of 900 valid samples (covering 20 to 64 years in Taiwan consumers), divided into Wu, Patty Hou and Luo three groups (each group the 300), subjects in each group were randomly watched eight of the group of celebrity endorsement has been a low involvement product advertisement. The subject of the questionnaire are greater than .875 for half reliability, internal consistency of a very high credibility, the findings of the academic community and practitioners should have the reference value.

This study found that: (1) Celebrity multiple brand advertising effectiveness, not necessarily decreases with the phenomenon, this result and most of the past, the academic and practical discussion of different sectors. (2) the credibility of the traditional spokesmen explain factors can not explain the multiple celebrity endorsements brand advertising effectiveness. (3) the use of expectations (the credibility of a key new variables) can explain the multiple celebrity endorsements brand advertising effectiveness. (4) is not expected to use the credibility and advertising effectiveness of traditional voice full intervening variables.

This paper summarized the literature discusses the results of this second network, the message source credibility developed the conceptual framework of the "use the expected" This new variable to the multiple celebrity endorsements to explain the brand's advertising effect may explain the ability to make up for lack of credibility of spokespersons, but academic research is like peeling an onion, still need to have the correction of advanced verification and follow-up researchers.

FROM WEI, CHIOU-FONG