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Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers’ Faces on Consumers’ Brand Memory
Liu, Yongdan; Liu, Matthew Tingchi
2020-03-14
Source PublicationJournal of Advertising
ABS Journal Level3
ISSN0091-3367
Volume49Issue:2Pages:185-194
Abstract

This study examines how a disfluent celebrity endorser’s face affects the level of consumer engagement with brand name in the advertisement. Focusing on metacognition theories, results from three experiments and one eye-tracking experiment suggest that as compared with a clear version of celebrity endorser’s face, a blurred or partly covered version will enhance consumers’ brand recall. This study also shows that the reinforcing effect of a disfluent celebrity’s face on brand memory recall is mediated by consumer engagement with the advertisement and moderated by celebrity identification.

DOI10.1080/00913367.2020.1740122
URLView the original
Indexed BySSCI
Language英語English
WOS Research AreaBusiness & Economics ; Communication
WOS SubjectBusiness ; Communication
WOS IDWOS:000523148400001
Scopus ID2-s2.0-85082829130
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Citation statistics
Cited Times [WOS]:12   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
AffiliationUniversity of Macau, Taipa, China
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Liu, Yongdan,Liu, Matthew Tingchi. Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers’ Faces on Consumers’ Brand Memory[J]. Journal of Advertising,2020,49(2):185-194.
APA Liu, Yongdan,&Liu, Matthew Tingchi.(2020).Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers’ Faces on Consumers’ Brand Memory.Journal of Advertising,49(2),185-194.
MLA Liu, Yongdan,et al."Big Star Undercover: The Reinforcing Effect of Attenuated Celebrity Endorsers’ Faces on Consumers’ Brand Memory".Journal of Advertising 49.2(2020):185-194.
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File name: Official copy- Big Star Undercover.pdf
Format: Adobe PDF
File name: Official copy- Big Star Undercover.pdf
Format: Adobe PDF
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