From Emotional Recognition to Brand Loyalty: A Study of Product Suitability and Fan Conversion Mechanisms in Celebrity Endorsement

Abstract

In recent years, against the backdrop of the robust development of the fan economy, celebrity endorsement has emerged as a crucial strategy for brands to transform fans' emotions. Nevertheless, in practice, the transformation often proves ineffective or even exposes the brand to risks, primarily due to the insufficient compatibility between the endorser and the product. This study delves into the transformation mechanism of "fan loyalty - brand loyalty" in celebrity endorsement scenarios. Specifically, it focuses on exploring the moderating effects of the compatibility between the endorser and the product, along with the product category, on emotional transfer. Brands should strengthen the evaluation of the alignment in the tonality between the endorser and the product, implement differentiated endorsement strategies, and mitigate their reliance on the single-point risk associated with celebrities through community interaction. This approach aims to enhance the sustainability and stability of emotional transformation. By establishing a three-stage transformation model of "emotional identification – compatibility recognition – brand loyalty", this research not only uncovers the underlying mechanism of fans' emotional transfer in celebrity endorsements but also offers significant theoretical underpinnings and practical guidance for brand marketing endeavors.