Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands
研究将名人资本分为获取、巩固、衰退和复苏四个阶段，通过实验发现巩固期代言人对消费者评价最有效，获取期次之，衰退期与无代言人无异；巩固期对不熟悉品牌更有效，获取期对熟悉品牌与巩固期同样有效。
Celebrity capital refers to the celebrity’s level and frequency of media visibility and consists of four stages: acquisition, consolidation, decline and resurgence. Two between-subject experiments with non-student respondents find that consolidation-stage endorsers are the most effective in positively influencing consumer evaluations, followed by acquisition-stage endorsers. Advertisements featuring decline-stage celebrities are no different from endorser-less ads. Furthermore, while consolidation-stage celebrities are more effective for unfamiliar brands, acquisition-stage celebrities are as effective as consolidation celebrities for familiar brands. Our findings suggest that brands should only retain consolidation or acquisition-stage endorsers.