This groundbreaking research reveals how celebrity endorsements can supercharge your brand by turning weaknesses into strengths! Through the concept of "complementarity," celebrities lend their star power to fill in the gaps where your brand may be lacking. With three studies to back it up, the research shows how a celebrity’s influence transfers enriching benefits to your brand—regardless of prior brand awareness. The real kicker? These benefits stick even more when consumers don’t know where your brand is weak. Plus, the key to making it work: triggering positive emotions through "elevation." Marketers, take note—this is the strategy you’ve been waiting for!
REFERENCE:
Jun, Mina & Han, Jeongsoo & Zhou, Zhimin & Eisingerich, Andreas B., 2023. "When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations," Journal of Business Research, Elsevier, vol. 164(C).
Handle:RePEc:eee:jbrese:v:164:y:2023:i:c:s0148296323003090
DOI: 10.1016/j.jbusres.2023.113951
Dr. Cameron Jones, PhD
Public Health Expert, Fungal Biologist, and Science Communicator
CEO of Biological Health Services, a consultancy and lab specializing in indoor air quality.
Adjunct Faculty at the National Institute of Integrative Medicine, Australia.
Founder, BioMedix & House of Pot, Bangkok
For more insights on public health and cutting-edge research, visit www.drcameronjones.com and www.drcameronjones.tv.
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