Abstract
Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus justifying the high investments by companies to engage celebrities. Although well established, the phenomenon lacks scientific studies that explain, based on the concept of celebrity congruence, the alignment between the celebrity’s profile and the product, also considering brand strength. After an extensive literature review, we performed three experiments, involving 713 respondents, to verify the effect of celebrity endorsement with different levels of congruence with the product, while manipulating the brands. The results of analysis of variance indicated a significant positive effect of celebrity endorsement with high congruence for unrecognized brands, but not for recognized brands.
Highlights
Celebrity endorsement aims to influence consumers to buy advertised products
5 DISCUSSION OF THE RESULTS OF EXPERIMENT 1 The influence of celebrity endorsements in advertising has already been confirmed by other studies (AGRAWAL; KAMAURA, 1995; ROCKWELL; GILLES, 2009; CHOI et al, 2005)
Considering that the recognition of a brand reinforces the perception of benefits and reduces the risks perceived by consumers, we formulated the following hypotheses: H2a – The positive evaluation of a recognized brand will not depend on endorsement by celebrities
Summary
Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. The celebrity is qualified to evaluate and recommend products and brands, and the desire to emulate, be equal to or even become a celebrity only requires purchasing the products identified by the endorsed brand (KIM; NA, 2007; McNAMARA, 2009). Analyzing this phenomenon can make substantial contributions to marketing strategies, besides providing support for communication practices of public and private organizations. Our literature review revealed a relative lack of studies integrating brand and celebrity, opening space to pose the following question: What is the effect of the brand on the evaluation of advertisements containing celebrity endorsements?
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