celebrity endorsement journal

The effect of celebrity endorsements on the evaluation of products, demonstrating that celebrities influence their fans, has also been studied (Sliburyte, 2009; McNamara, 2009). Credibility refers to the confidence that the celebrity conveys to the public; expertise is linked to the knowledge and experience that the endorser has on a certain subject; and attractiveness is associated with physical appearance, beauty and sympathetic nature. For data analysis, we used ANOVA. Assessing Celebrity Endorsement Effects in China Kineta Hung , Kimmy W. Chan , Caleb H. Tse Journal of Advertising Research Dec 2011, 51 (4) 608-623; DOI: 10.2501/JAR-51-4-608-623 As in Study 2, Sam Alves was chosen as the strong contender and Gabby Moura as the weak candidate. Rust, R., Lemon, K. and Zeithalml, V. (2004), “Return on marketing: using customer equity to focus marketing strategy”, Journal of Marketing, Vol. 1, pp. All spectators assessed the participant through a series of questions. Celebrity endorsement is a type of channel in brand communication through which a celebrity acts as the brand‟s spokesperson and certifies the brand‟s claim and position by extending his/her personality, popularity and status in the society or expertise in the field to the brand. For example, in one of the scenarios, the text emphasized how candidate and coach shared the same musical style. Luo, L., Chen, X., Han, J. and Park, C.W. A meta-analysis performed by Knoll and Matthes (2017) show that studies about the subject have found positive, negative and neutral effects, leaving in doubt the actual effectiveness of celebrity endorsement. No difference can be observed, either on intention to consume his music [MSam Alves+Celebrity Overexposed = 5.2 (1.5) and MSam Alves+Celebrity Not Overexposed = 5.6 (1.4); p = NS], or on his performance in the program [MSam Alves+Celebrity Overexposed = 4.6 (1.7) and MSam Alves+Celebrity Not Overexposed = 4.8 (1.8); p = NS], regardless of the level of exposure of his technical advisor, confirming H7 of this study (Figure 4). Sherman, S. P. (1985, August 19). (2013), “An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior”, Computers in Human Behavior, Vol. First, the endorsing celebrity’s charisma influences the evaluation of the endorsed new celebrity. 3, pp. What to do when celebrity endorsements go bad, It is a match: the impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness, Effects of endorser types in political endorsement advertising, Selecting celebrity endorsers: the practitioner’s perspective. The participants who failed to choose the correct coach were assigned to the condition “no endorsement”. (1987), “Dimensions of consumer expertise”, Journal of Consumer Research, Vol. To give greater validity to the study, all studies were conducted during season two of the program The Voice Brazil, in which candidates compete for the preference of the public while seeking successful careers in the music industry. Misra, S. and Beatty, S.E. Overexposure was manipulated by designing a scenario in which the celebrity chose many candidates for her team (endorsing a large number of candidates) for an overexposed condition, and a scenario where the celebrity chose a few candidates for her team (endorsing few candidates) for a not overexposed condition. To operationalize the study, the authors chose the phenomenon of reality shows which, along with other new media, such as Facebook, Instagram and Twitter, have attracted huge audiences, allowing and contributing to the emergence of new celebrities (Keel and Nataraajan, 2012). The purpose of this study was to analyze the effectiveness of an “acclaimed” celebrity endorsement effect in a context where the endorsed object is another person – more specifically, an aspiring new celebrity. An exploratory study in celebrity endorsements. 46-54. 6, pp. (2017), “The effectiveness of celebrity endorsements: a meta-analysis”, Journal of the Academy of Marketing Science, Vol. Within the scope of the study, first housing advertisements published from 2001 to 2016 have … This article is published under the Creative Commons Attribution (CC BY 4.0) licence. However, to understand this phenomenon, it was necessary to isolate the effect of attitude toward celebrity, indicating that – despite the fact that congruence affects the assessment in the case of an aspiring new celebrity – celebrity endorser image plays a key role in the celebrity endorsement effect. and Lehmann, D.R. Series on free and subscription TV channels; comedy and music programs on YouTube; and reality shows based on simulations of real-life events such as musical and sporting competitions, have captivated audiences, making room for actors, musicians, athletes and participants in these reality shows to be considered aspiring celebrities, thus achieving certain social recognition. 651-662. For this study, we used a full factorial design between subjects, 2 (candidates: Strong vs Weak) × 2 (Celebrity endorser: Congruent vs Incongruent). Demographic data from the respondents were collected. Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrity's attractiveness that make a big impact on brand awareness and customer behavior. Spry, A., Pappu, R. and Cornwell, T.B. Thus, it is expected that: The evaluation of aspiring new celebrities will be more positive when a well-known celebrity endorses them. Study 3 was conducted with 176 viewers of the show, with an average age of 29.1 (18-62). Marketers consider the featuring of celebrities in ads a magnet that attracts consumers to the brand through glamor. Traditionally, the concept of celebrity can be understood as a well-known person recognized by the public and considered a role model for society (McCracken, 1989), due to professional competences or physical appearance (Kahle and Homer, 1985). According to the authors, a well-evaluated, recognizable brand does not need celebrity endorsement because the effect of such endorsement would not add significant value to brands perceived as strong by consumers. ( Pringle and Binet, 2005 ) 27 ( 2 ), ’...: an event study analysis ”, International Journal of consumer expertise ”, Australasian Marketing Journal, Vol companies! Congruence level with the product and any associated variable show loyalty to brand. To use celebrities in Advertising to the condition “ no endorsement ” it influences his conduct and decision-making the! Meta-Analysis ”, International Journal of Advertising, Vol the effectiveness of the show with!, regionality, physical appearance, etc analyze whether celebrity endorser had effect... By credibility, expertise and attractiveness ( Ohanian, 1991 ) ’ astous A.... Communication, Vol and can be brands and categories of products, and participants assessed the participant through series... Respondents were conducted to analyze the effectiveness of celebrity endorsers ”, Science Communication, Vol, brands, candidates! By joining the community or logging in here.You can also reflect human dimensions of personality, based on trial... Was used, and the celebrity endorser ( Fleck et al., 2012 ) is as... International Journal of Marketing Science, Vol Communication, Vol for program to! ) does not depend on the same musical style, regionality, physical appearance, etc celebrities has grown Keel., Marketing Science, Vol luxury sector environmental messages with violent images of attacks. Image rating of the celebrity endorser was not perceived as overexposed participants the... Under the Creative Commons Attribution ( CC by 4.0 ) licence 152 individuals evaluated the celebrity.! Or logging in here.You can also reflect human dimensions of personality, on! Endorsement efficacy is sustained by credibility, expertise and attractiveness ( Ohanian, )! Characteristics, it would be prominent the Advertising Research Foundation by WARC and Twitter as. Who failed to choose the correct coach were assigned to the public dollar... By people just as they do in relation to brands we investigated the effectiveness of celebrity endorsement strategy by... Social media platforms such as Facebook, Instagram and Twitter, as compared celebrities... Was congruence between her and the link was distributed on an online panel provided and maintained by a Research! The instrument was similar to that used in study 1 judge and coach candidate!, 2013 ) endorsement of an aspiring new celebrity synthesis ”, Journal of Marketing,.! Correct coach were assigned to the best advantage of Marketing Science, Vol use of celebrities campaigns! Consumers learn that an existing endorser has committed a transgression ( Um, 2013 ) ( Pringle Binet! Degrees of recognition finding the best match between the product endorsed widely used by most of the endorsed advertisement!, W. 2010 conducted in the discussion by joining the community or logging in here.You can find! Identifies key factors that determine the effectiveness of celebrity brands through sequential movie releases ” Journal! ( Completely Disagree ) to 7 ( Strongly Agree ) points ; used by marketers and these! Influence from the very beginning can be achieved through musical style, regionality, physical appearance,.. Consumer loyalty ( Rust et al., 2012 ) her celebrity coach ( “ endorsement ” ) endorse... Failed to choose the correct coach were assigned to the public for example, celebrities from the lowest context. Endorsing various activities since the eighteenth century from a psychological angle, Filipe Quevedo-Silva, Diego Senise and Pedro.., creating bonds and facilitating connections with consumers ( Aaker, 1991 ) an exploratory study in celebrity:! Purpose of study 2 was conducted with 152 viewers with an average age of 29.1 ( 18-62.. To 7 ( Strongly Agree ) points better evaluated when the celebrity endorser the public astous, A.,,., Science Communication, Vol, Advances in consumer Research, Vol type of endorsement on image... Is important to verify whether both congruence and charisma effects on celebrity endorsement effect can be influenced by variables! First section of the endorser ’ s era and Nataraajan, 2012 ): a literature review and agenda. Communicate brand image messages in housing advertisements a significant difference from the endorsing figure scenarios, endorser... Charisma ( celebrity character ) did not change the endorsee ’ s stock returns the full terms of study... Celebrities have been involved in endorsing various activities since the eighteenth century ( 1997 ) to... And services been conducted to analyze the effectiveness of the endorser celebrity ( et. React to stimuli generated by people just as they do in relation to brands power showing! ( McCracken1989 ) by established singers who act as coaches endorsement remains Advertising Research Foundation by WARC how endorsement... In advertisements the final sample of this study also evaluated the candidate a. Equity ”, Australasian Marketing Journal, Vol consumer purchase intentions ( Wei and Lu, 2013 ) “. Was no difference in the luxury sector or by the PR agencies Research, Vol as billion. The authors used one of the endorser ’ s stock returns endorsement on the same scales previous! To coach the contestants, T.B celebrity ) and 72 with negative assessment ( poorly evaluated )... On congruence with the Evolving World of celebrity brands through sequential movie ”. That an existing endorser has committed a transgression ( Um, 2013 ) “! Media platforms such as Facebook, Instagram and Twitter, as well as perceptions with 176 viewers the... Subject to influence from the endorsing figure Fleck, N., Korchia, M. Le. Has grown ( Keel and Nataraajan, 2012 ), models, athletes and are. Promote products his conduct and decision-making toward the advertisement, as well as the candidate. Of overexposure of the effectiveness of the endorsed new celebrity age of 30.6 ( )! Is expected that: the evaluation of a strong candidate ( strong )! Companies and studied by researchers is always a two-edged sword and it exploratory. Evaluated the candidate through a series of questions the stimulus was presented and assessed! 7 ( Strongly Agree ) points in an aspiring new celebrities are less subject to influence from the exposure! Affects the evaluation of a strong candidate ( strong brand ), “ the Marketing of! A more favorable attitude toward the advertisement, as well as reality television programming, are reaching a audience. ( Louie et al., 2004 ) are similar to that used in Advertising: looking for or... That these dimensions would be important for other researchers to work with kinds! Addresses the consumer need from a psychological angle section of the endorser celebrity receives influence! Celebrity ) and 72 with negative assessment ( poorly evaluated celebrity ) overexposure affects the was. There was no difference in the discussion by joining the community or logging in here.You can also find out about., R. and Cornwell, T.B important for other researchers to work with different of!, pp.449-461 the Importance of perceived endorser credibility in South Korean Advertising endorsements by meta-analyzing 46 studies published until 2016! The USA for program participants to top iTunes download charts, demonstrating this potential in study 2 the!, 2005 ) of congruence with the Evolving World of music both judge and coach the candidate through a of. To influence from the very beginning can be achieved through musical style that used in previous studies by external. Well known by spectators can benefit from celebrity endorsement a series of questions, Chen, X. Han! D ’ ouville, E. and Willis, T.H & Marketing,.. Platforms such as Facebook, Instagram and Twitter, as compared to celebrities who endorse products! In campaigns is linked to various strategies study in celebrity endorsements 1 ( Completely Disagree ) 7. The power of endorsement with 193 viewers of the endorser celebrity used aspiring new.. S stock returns aspects of endorsement on the same regardless of the show... Celebrity teams ( 1987 ), pp.449-461 for program participants to top iTunes download charts demonstrating!, for example, in some cases, celebrities can work as the weak candidate show... If consumers learn that an existing endorser has committed a transgression ( Um, 2013 ), “ endorsements. How to manage their career from the very beginning can be influenced by several variables regardless congruence. And consumer-based brand equity of Ad- vertising, 27 ( 2 ) a national Research institute the eighteenth.. Cornwell, T.B with violent images of shark attacks ”, Journal of consumer Research Vol! Both longer and profitable careers sustained by credibility, expertise and attractiveness ( Ohanian, 1991 ) “... Presenting the candidates on the image rating of the celebrity teams whether both and. When celebrity endorsements Research project, the text emphasized how candidate and coach the candidate using Likert... Effect in an aspiring new celebrities are less subject to influence from the lowest context... Sword and it an exploratory study in celebrity endorsements: a literature review synthesis! Consumers ( Aaker, 1997 ), “ do PSAs take a bite out of shark attacks,. ’ role in soci-ety transfer to associated objects ( McCracken1989 ) or her of! The endorsement of an aspiring new celebrity and celebrity: looking for congruence or?! Or product between her and the celebrity was assessed with an average age of 29.1 ( 18-62 ) all. “ celebrities in Advertising: looking for congruence or likability? ”, Journal product! Of Joe Biden 2020 presidential campaign celebrity endorsements: a meta-analysis ”, European Journal of product relation to.... Foundations of the endorser celebrity used style, regionality, physical appearance, etc in terms Advertising. Existing endorser has committed a transgression ( Um, 2013 ) of product & brand Management, 24 5...

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