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| The Spillover Effect of Multiple Brands Endorsement Portfolio by Celebrities——Moderation of Celebrity Worship |
| HE Liu,WANG Haizhong |
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Abstract Based on the perspective of Para-Social Interaction Relationship, using the method of experiment, this paper finds that different celebrity worship levels have positive effect on consumers’ perception evaluation of endorsements portfolio: The consumers with a high celebrity worship level tend to give a higher evaluation of brand portfolio endorsements than the consumers with a lower celebrity worship level do. Meanwhile, the celebrity worship has a moderating effect on the consumers’ perception evaluation of brand portfolio endorsed by a celebrity: the high celebrity worship consumer pays little attention to evaluation effects of the brands endorsements portfolio, and keeps on a relatively higher level; otherwise, under the low celebrity worship condition, consumers’ perception evaluation of brand endorsement portfolio shows an inverted “U” shape relationship. This study innovatively tries to link the celebrity worship of social psychology and consumer behavior, reveals the moderation effect on the consumers’ perception evaluation of brand endorsement portfolio, and provides the theoretical basis and practical guidance for the celebrity multi-brand endorsement portfolio.
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Received: 30 December 2013
Published: 15 April 2014
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Corresponding Authors:
HE Liu
E-mail: tedhe@189.cn
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2014, Vol. 
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