Featured Research

from universities, journals, and other organizations

Brand attitudes: How companies can avoid the 'Tiger Woods' effect

Date:
May 18, 2010
Source:
University of Chicago Press Journals
Summary:
When a company drafts a single celebrity to represent a brand, it can backfire -- in the way Tiger Woods' behavior was thought to have potentially affected certain brands. A new study examines different ways to secure brand loyalty.

When a company drafts a single celebrity to represent a brand, it can backfire -- in the way Tiger Woods' behavior was thought to have potentially affected certain brands. A new study in the Journal of Consumer Research examines different ways to secure brand loyalty.

"A widely applied method for improving how people feel about a brand is to pair the brand with positive stimuli," write authors Steven Sweldens (INSEAD), Stijn van Osselaer (Erasmus University), and Chris Janiszewski (University of Florida). "A brand can be advertised using attractive imagery, endorsements by a celebrity, or used in event sponsoring. Invariably, advertisers hope that the favorable feelings generated by the positive stimuli will attach to the brand."

The pairing of a brand with positive stimuli is called evaluative conditioning, and the researchers found that evaluative conditioning can occur in two different ways: direct transfer and indirect transfer.

"In indirect transfer, the positive feelings toward the brand are dependent on creating a link in memory between the brand and a positive stimulus. For example, MasterCard uses the popular NFL player Peyton Manning to advertise its product, creating a link between MasterCard and Peyton Manning," the authors write.

A second form of evaluative conditioning involves the direct transfer of feelings to the brand. In this case, the positive feeling from the stimulus "rubs off" on the brand. For example, Nike sponsors 55 current NBA players, which associates the brand with a wide range of likeable athletes. "For these fans, the Nike brand becomes more liked as a consequence of the sponsorship of many athletes, not because of the sponsorship of any one athlete," the authors write.

This difference is displayed in Woods' association with Accenture. "If a brand has used Tiger Woods to create an indirect transfer of feelings, then Woods' recent indiscretions are particularly damaging to the brand," the authors write.

"Advertising and product use can be structured to facilitate direct versus indirect affect transfer, which yields more robust brand attitudes than indirect affect transfer," the authors conclude.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Steven Sweldens, StijnM.J. VanOsselaer, Chris Janiszewski. Evaluative Conditioning Procedures and the Resilience of Conditioned Brand Attitudes. Journal of Consumer Research, 2010: 100507121112054 DOI: 10.1086/653656

Cite This Page:

University of Chicago Press Journals. "Brand attitudes: How companies can avoid the 'Tiger Woods' effect." ScienceDaily. ScienceDaily, 18 May 2010. <www.sciencedaily.com/releases/2010/05/100518113234.htm>.
University of Chicago Press Journals. (2010, May 18). Brand attitudes: How companies can avoid the 'Tiger Woods' effect. ScienceDaily. Retrieved April 17, 2014 from www.sciencedaily.com/releases/2010/05/100518113234.htm
University of Chicago Press Journals. "Brand attitudes: How companies can avoid the 'Tiger Woods' effect." ScienceDaily. www.sciencedaily.com/releases/2010/05/100518113234.htm (accessed April 17, 2014).

Share This



More Science & Society News

Thursday, April 17, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Small Reactors Could Be Future of Nuclear Energy

Small Reactors Could Be Future of Nuclear Energy

AP (Apr. 17, 2014) After the Fukushima nuclear disaster, the industry fell under intense scrutiny. Now, small underground nuclear power plants are being considered as the possible future of the nuclear energy. (April 17) Video provided by AP
Powered by NewsLook.com
Heartbleed Hack Leads To Arrest

Heartbleed Hack Leads To Arrest

Newsy (Apr. 17, 2014) A 19-year-old computer science student has been arrested in relation to a data breach of 900 social insurance numbers from Canada's revenue agency. Video provided by Newsy
Powered by NewsLook.com
Obama: 8 Million Healthcare Signups

Obama: 8 Million Healthcare Signups

AP (Apr. 17, 2014) President Barack Obama gave a briefing Thursday announcing 8 million people have signed up under the Affordable Care Act. He blasted continued Republican efforts to repeal the law. (April 17) Video provided by AP
Powered by NewsLook.com
Yahoo's Ousted COO Gets $58M Severance Package

Yahoo's Ousted COO Gets $58M Severance Package

Newsy (Apr. 17, 2014) According to SEC filings, Yahoo gave ousted COO Henrique de Castro a $58 million severance package. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins