Construct · 1 fields · 1 citations

vampire effect: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Advertising

the case where a celebrity endorser draws attention away from the advertised brand and lowers brand recall.

In advertising, vampire effect refers to the case where a celebrity endorser draws attention away from the advertised brand and lowers brand recall. This meaning comes from Erfgen (2015) in International Journal of Research in Marketing.[1]

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Nearby constructs

attention5 fields · 10 citationsjingle · one name, five constructs case2 fields · 3 citationsjingle · one word, two constructs celebrity endorsement1 fields · 1 citationsanchor · a standalone construct

References

Erfgen, C., Zenker, S., & Sattler, H. (2015). The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2), 155-163. https://doi.org/10.1016/j.ijresmar.2014.12.002

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