Although many brand managers favor the use of celebrities in advertisements, others worry that celebrities overshadow … the brand and thus impair brand recall. Practitioners refer to this overshadowing as the vampire effect, defined as a … decrease in brand recall for an advertising stimulus that features a celebrity endorser versus the same stimulus with an …

Brand communities offer effective means to achieve favorable brand outcomes, such as enhanced consumer brand loyalty …. But what drives brand community success, and how can managers evaluate their communities' performance? Based on Muñiz and … a sense of moral responsibility among community members, which imply a notion of “brand community character”. This study …