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

Erfgen, C., S. Zenker und H. Sattler, “The Vampire Effect - Do Celebrity Endorsers Suck the Recall From the Brand?”, in: International Journal of Research in Marketing (IJRM), Vol. 32, 2015 (Forthcoming)

30 Pages Posted: 5 Jan 2015

See all articles by Carsten Erfgen

Carsten Erfgen

University of Hamburg - Institute for Marketing and Media

Sebastian Zenker

University of Hamburg

Henrik Sattler

University of Hamburg

Date Written: January 4, 2015

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

Suggested Citation

Erfgen, Carsten and Zenker, Sebastian and Sattler, Henrik, The Vampire Effect: When Do Celebrity Endorsers Harm Brand Recall? (January 4, 2015). Erfgen, C., S. Zenker und H. Sattler, “The Vampire Effect - Do Celebrity Endorsers Suck the Recall From the Brand?”, in: International Journal of Research in Marketing (IJRM), Vol. 32, 2015 (Forthcoming). Available at SSRN: https://ssrn.com/abstract=2545071

Carsten Erfgen

University of Hamburg - Institute for Marketing and Media

Welckerstrasse 8
Hamburg, 20354
Germany

Sebastian Zenker

University of Hamburg

Allende-Platz 1
Hamburg, 20146
Germany

Henrik Sattler (Contact Author)

University of Hamburg ( email )

Allende-Platz 1
Hamburg, 20146
Germany

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