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Impact of celebrity endorsement type on consumers' brand and advertisement perception and purchase intention

We examined how different types of celebrity endorsement influence consumers’ advertisement and brand evaluation, and purchase intention. We also investigated the relationship between celebrity endorsement type and consumers’ attribution style. Participants were 309 students from a private university in Korea. Results show there was no significant relationship between celebrity endorsement type and consumers’ attribution style, or between consumers’ identification with a celebrity endorser and attribution style. However, after a consumer’s exposure to a celebrity endorsed advertisement, dispositional (vs. situational) attribution led to a more positive evaluation of the advertisement and brand. Last, we found that consumers’ strong (vs. weak) identification with a celebrity endorser resulted in a more favorable evaluation of the advertisement and brand, and higher purchase intention. Theoretical and practical implications are discussed.