The Vampire Effect: When do Celebrity Endorsers Harm Brand Recall?

Carsten Erfgen, Sebastian Zenker, Henrik Sattler

Research output: Contribution to journalJournal articleResearchpeer-review

Abstract

Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes the existence of the vampire effect and its moderators in a series of experiments with a total of 4,970 respondents. The results provide important insights into how to avoid the vampire effect by creating appropriate conditions, such as high endorser–brand congruence or a strong cognitive link between the celebrity and the brand. Surprisingly, brand familiarity does not significantly moderate the effect.
Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes the existence of the vampire effect and its moderators in a series of experiments with a total of 4,970 respondents. The results provide important insights into how to avoid the vampire effect by creating appropriate conditions, such as high endorser–brand congruence or a strong cognitive link between the celebrity and the brand. Surprisingly, brand familiarity does not significantly moderate the effect.
LanguageEnglish
JournalInternational Journal of Research in Marketing
Volume32
Issue number2
Pages155-163
ISSN0167-8116
DOIs
StatePublished - 2015

Keywords

    Cite this

    @article{f63a7cf2cbe64c04b44f88b93bede181,
    title = "The Vampire Effect: When do Celebrity Endorsers Harm Brand Recall?",
    abstract = "Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes the existence of the vampire effect and its moderators in a series of experiments with a total of 4,970 respondents. The results provide important insights into how to avoid the vampire effect by creating appropriate conditions, such as high endorser–brand congruence or a strong cognitive link between the celebrity and the brand. Surprisingly, brand familiarity does not significantly moderate the effect.",
    keywords = "Celebrity endorsement, Brand recall, Brand management, Advertising effectiveness",
    author = "Carsten Erfgen and Sebastian Zenker and Henrik Sattler",
    year = "2015",
    doi = "10.1016/j.ijresmar.2014.12.002",
    language = "English",
    volume = "32",
    pages = "155--163",
    journal = "International Journal of Research in Marketing",
    issn = "0167-8116",
    publisher = "Elsevier",
    number = "2",

    }

    The Vampire Effect : When do Celebrity Endorsers Harm Brand Recall? / Erfgen, Carsten; Zenker, Sebastian; Sattler, Henrik.

    In: International Journal of Research in Marketing, Vol. 32, No. 2, 2015, p. 155-163.

    Research output: Contribution to journalJournal articleResearchpeer-review

    TY - JOUR

    T1 - The Vampire Effect

    T2 - International Journal of Research in Marketing

    AU - Erfgen,Carsten

    AU - Zenker,Sebastian

    AU - Sattler,Henrik

    PY - 2015

    Y1 - 2015

    N2 - Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes the existence of the vampire effect and its moderators in a series of experiments with a total of 4,970 respondents. The results provide important insights into how to avoid the vampire effect by creating appropriate conditions, such as high endorser–brand congruence or a strong cognitive link between the celebrity and the brand. Surprisingly, brand familiarity does not significantly moderate the effect.

    AB - Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an unknown but equally attractive endorser. Because there is no agreement about whether this overshadowing really exists, this research analyzes the existence of the vampire effect and its moderators in a series of experiments with a total of 4,970 respondents. The results provide important insights into how to avoid the vampire effect by creating appropriate conditions, such as high endorser–brand congruence or a strong cognitive link between the celebrity and the brand. Surprisingly, brand familiarity does not significantly moderate the effect.

    KW - Celebrity endorsement

    KW - Brand recall

    KW - Brand management

    KW - Advertising effectiveness

    U2 - 10.1016/j.ijresmar.2014.12.002

    DO - 10.1016/j.ijresmar.2014.12.002

    M3 - Journal article

    VL - 32

    SP - 155

    EP - 163

    JO - International Journal of Research in Marketing

    JF - International Journal of Research in Marketing

    SN - 0167-8116

    IS - 2

    ER -