| Status | 已發表Published |
| Gain more by showing less: Attenuating the endorser's face can enhance the memory for luxury brands | |
Liu, Y. ; Liu, T. C.
| |
| 2019-09-01 | |
| Source Publication | Proceedings of The Mystique of Luxury Brands Conference 2019
 |
| Abstract | The present study examines a method to enhance consumers’ memory for luxury brands regarding celebrity endorsed advertisement. Specifically, we propose that as compared with a clear version of celebrity endorser’s face, a blurred or partially-covered version will enhance consumers’ brand recall. Focusing on visual attention theories, the present study demonstrates that an attenuated celebrity endorser’s face positively affects the level of consumer engagement with the advertisement, which leads to enhanced brand recall. Results from two experiments offer empirical support for our hypothesis. These findings suggest that attenuating a celebrity’s face could be a tool that has the potential to help divert consumers’ attention on luxury brand. |
| Keyword | celebrity endorsement brand recall advertisement design |
| Language | 英語English |
| The Source to Article | PB_Publication |
| PUB ID | 45401 |
| Document Type | Conference paper |
| Collection | CENTRE FOR CONTINUING EDUCATION |
| Recommended Citation GB/T 7714 | Liu, Y.,Liu, T. C.. Gain more by showing less: Attenuating the endorser's face can enhance the memory for luxury brands[C], 2019. |
| APA | Liu, Y.., & Liu, T. C. (2019). Gain more by showing less: Attenuating the endorser's face can enhance the memory for luxury brands. Proceedings of The Mystique of Luxury Brands Conference 2019. |
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