Affective spillover: How celebrity endorsements influence consumers’ online brand defense

Le résumé fourni par la source

In an era where digital interactions shape consumer behavior, understanding the mechanisms behind electronic word-of-mouth (eWOM) is paramount. Traditional frameworks emphasize rational processing, yet the influence of affective spillovers offers deeper insights into consumer attitudes towards brands. This study investigates how consumers’ attitudes towards celebrity endorsers translate into protective online behaviors—termed online brand defending. Through a mixed-method approach, combining netnography of sneaker communities and quantitative surveys, we unveil the traits of endorsers that foster attitudinal loyalty and, thus, spur brand defense. This research contributes to information systems literature by shifting the focus from information-centric to affect-centric models of influence, illustrating how fan-endorser relationships can be harnessed for effective online brand management.

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