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Brand & Celebrity Associations: An Investigation Into Brand & Celebrity Trait Congruence And The Potential For Trait Transference, Pamela S. Merriman

Honors Theses and Capstones

In today’s marketplace, a significant amount of brands are utilizing celebrity endorsers as a marketing tool. Traits of the brand and the endorser are typically not congruent. As a result, trait transference between a brand and a celebrity can occur once the brand and celebrity endorser are linked in the consumer’s mind. Further, celebrity endorsers often endorse multiple brands at one time. Therefore, it may be possible for traits to transfer from one brand to another via a common celebrity endorser. Although research has shown that the traits of celebrity endorsers can influence br and perceptions and vice versa, no …