CAN CONSUMER INVOLVEMENT PREVENT THE VAMPIRE EFFECT?

Abstract

Abstract. So far, the study of celebrity endorsers has explored the positive side of celebrtity. But the use of celebrity as an endorser also has the potential to have a negative impact, or what is known as the vampire effect. This study aims to further analyze the existence of vampire effects with moderation so that the results can provide important insights on how to avoid the effects of the vampire. The study was conducted in the form of experimental research that examined how the influence of brands supported by celebrity endorser and unknown endorser on brand recall by moderating consumer involvement variables. The results of the first phase of the study indicate that the vampire effect actually did occur and the results of the second phase of the research show that consumer involvement can prevent the vampire effect from occurring. 

Keywords: vampire effect, celebrity endorser, unknown endorser, consumer involvement, brand recall.