Effect Of Celebrity Endorsement Research Articles

The Effects of Celebrity Endorsements of Ideas and Presidential Candidates

U.S. celebrities endorse both ideas/issue positions and candidates for the Presidency. Presumably, they do this to influence their fans to agree with their positions and to support their preferred candidates. Using result from two non-probability samples of likely 2016 general election voters in Ohio this article demonstrates that familiarity and favorability are essential for a celebrity endorsement to have any effects. Celebrities with whom the public is merely familiar but not favorable toward may have a negative effect, while celebrities who are viewed favorably consistently have positive effects.

The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.

ANTECENDENTS OF CONSUMERS PERCEPTION AND ITS INFLUENCE TOWARDS PURCHASE INTENTION ON COSMETICS PRODUCT

The aim of this research is to analyze the effects of celebrity endorsement on consumer perception and purchase intention of cosmetic product. The populations in this study were cosmetic users in Purwokerto region. By employing cluster sampling, 120 females who have ever watched cosmetic advertisement were chosen as the sample. The variables of this research were analyzed by using Structural Equation Modeling (SEM). From the analysis results, it was revealed that Trustworthiness had no effect on consumer perception whilePhysical attractiveness and Expertise had positive effect on consumer perception and also consumer perception had positive effect on purchase intention. Those results imply that the company should choose a celebrity endorser who are possesing several aspects such as honesty, trustworthiness, and sincerity in advertising. Beside that, the company should give priority on physical attractiveness of celebrity endorser. Moreover, the company should create promotion through advertising with a celebrity endorser who has various expertises such as knowledgeabout the productsand experience to become a star of cosmetics product

Influence of Celebrity Worship Motives (CWM) on Customer Brand Relationship (CBR) towards Services Brands

Celebrity Worship Motives (CWM) determines how celebrities and consumers engage through a psychological bond. CWM intensifies the effectiveness of celebrity endorsement when it results brand evaluations. CBR has been empirically tested as one of the brand-related behaviors resulted by different brand stimulus including celebrity endorsements. Moreover, CWM and CBR found to be significant research notions within celebrity endorsements-related studies whilst services sector is denoted as a specific research gap within. Inline, this study examines how CWM relates with CBR considering Sri Lanka as a specific context to of services sector. A deductive approach was followed to hypothesize the research questions. A questionnaire was employed as the research instrument. Sample was determined followed a multistage cluster sampling method, and finally 240 respondents were considered for the final analysis. Study used quantitative methods including inferential and descriptive statistical tools to analyze the data. Study found CWM impacts on CBR whilst aspirational motives was noted as a most significant influencer towards CBR. Paper concludes practical implications to industry and future research priorities were proposed accordingly.

HOW TO INCREASE THE EFFECTIVENESS OF CELEBRITY-BASED COMMUNICATION FOR LUXURY BRANDS ON SOCIAL MEDIA?

With the tremendous development of social media in recent years, luxury brands have welcomed social media with open arms as a means to engage with their customers. How luxury brands can make good use of social media marketing strategy is a top priority for both academicians and partitions but has not been well investigated. Many significant research gaps are present in this area warranting further explorations. For example, there is little research on the effectiveness of celebrity endorsement on social media (except for Chung and Cho’ (2017) study), even less for luxury brands. In addition, previous research on social media marketing mainly focuses on western-based platforms such as Facebook and Twitter. Given the mentioned research gaps, this study builds on social media marketing and celebrity endorsement literature and aims to investigate the key factors influencing the effectiveness of celebrity-based social media marketing efforts for luxury brands. In particular, China market and Sina Weibo are selected as our research setting. We propose the message characteristics, celebrity characteristics, celebrity-brand relationship and brand characteristics have impact on customer engagement in celebrity-based social media marketing activities. We combined two data sources to generate the key variables. First, we derived posts on the brand pages of 12 luxury brands (e.g., Cartier, Tiffany, BVLGARI and PIAGET) that were published on Sina Weibo from September 2016 to March 2017 on the middle of December 2017. Then celebrity-related posts were all picked out. The final sample includes more than five hundred celebrity-related brand posts. For each post, it contains three kinds of engagement measures (i.e., the number of Likes, Retweets and Comments) observed on Sina Weibo. They are dependent variables in our model. We built up regression models to test the hypotheses. To generate those variables that cannot be derived directly from the posts, a set of independent coders was recruited to quantify those variables. The exploratory results show that posts related to celebrities (e.g., brand ambassador/spokesman) take a significant part of posts on Sina Weibo brand pages.

Determining the Impacts of Celebrity Based Brand Endorsements on Consumers’ Purchasing Intention

For the 21st Century marketing managers, the globalization has resulted in a fierce battle of the brands at the local and global levels. It has opened new brand investment avenues for the local and global brand advertising managers that are having both the promotional challenges and opportunities. The local and global businesses are rapidly expanding in Khyber Pakhtunkhwa especially in its provincial Capital Peshawar. For the same reason, the brand managers are always in search of devising the most effective advertising techniques. Celebrity endorsement technique is amongst one of them. The current study aims to explore the effectiveness of celebrity endorsement as an advertising technique and investigates its relationship with the purchase intention of the buyers. The study has been conducted by taking 790 respondents from the urban and sub urban areas of Khyber Pakhtunkhwa province of Pakistan. The impacts of various determinants of celebrity endorsement models were checked through simple linear regression analysis with the consumer purchasing intention. As a result, positive relationship was found between the celebrity endorsements and the buying intention of the buyers. The study has described useful academic as well as managerial implications for both the local and global brand advertisers.

Pengaruh Celebrity Endorser Hamidah Rachmayanti Terhadap Keputusan Pembelian Produk Online Shop MAYOUTFIT Di Kota Bandung

Utilization of internet among modern society today is the use of social media. Of the many social media that are present to be consumed by modern society and one of them is Instagram useful benefits for the delivery of new information including one that is also used dalah things do business. The emergence of the phenomenon of online shopping in social media Instagram for the vigorous business conduct marketing using supporting figures or celebrities endorser as a supporter to market their products. Seeing this phenomenon, it is necessary to do a research that. Hamidah Rachmayanti is a celebrity endorser used by Online Shop Mayoutfit has several purposes in this research is to determine the effect of Visibility, Credibility, Attractiveness and Celebrity Endorser Effectiveness to the Decision Purchase Online Shop Mayoutfit products. This research uses quantitative method with questionnaire distribution and using multiple linear regression. This study concludes that the influence of Celebrity Endorser on @hamidahrachmayanti account of 52.1% can be explained by variables consisting of Visibility, Credibility, Attractiveness, and Power.Â

Congruence and celebrity endorser credibility in Japanese OTC drug advertising

PurposeBased on congruency theory, this study aims to examine the effects of celebrity endorsement on endorser credibility in Japanese over-the-counter (OTC) drug advertising using multiple celebrity categories. In particular, this research explored brand–endorser congruence and endorser–consumer congruence and their roles in attitude formation.Design/methodology/approachA 3 (endorser categories: actor/actress, athlete and talent/TV personality) × 2 (endorser’s gender) factorial experimental design with 480 Japanese consumers was used in the study.FindingsIn Japanese OTC drug advertising, actors/actresses and athletes were regarded as more credible than talents (TV personalities) by Japanese consumers. Endorser categories also had a significant influence on identification with the endorser through ideal self-congruency. Additionally, endorser credibility mediated the relationship between identification and advertising evaluations. However, it did not mediate the relationship between perceived similarity with the endorser and advertising responses.Originality/valueLittle is known about the effectiveness of celebrity endorsers in OTC drug advertising from a source credibility perspective. This study attempted to shed light on the role of endorser fit in the framework of source credibility in drug advertising that usually places an emphasis on informational cues rather than peripheral cues such as source effects.

The effectiveness of celebrity endorsement in aspiring new celebrities

Purpose Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity. Design/methodology/approach Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity. Findings The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career. Originality/value This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. In addition, by developing its own image and reputation, the aspiring new celebrity receives less influence from the endorser.

THE EFFECT OF CELEBRITY ENDORSER ATTRIBUTES, ISSUE INVOLVEMENT AND PERCEIVED SOCIAL SUPPORT ON ATTITUDE TOWARDS ORGAN DONATION REGISTRATION

Celebrity endorsement has been extensively used in both profit and non-profit marketing.However, the effectiveness of the marketing strategy in the non-profit context is not clear. In generating a positive attitude towards organ donation registration, health and science literature have suggested the use of celebrity endorser. In addition, issue involvement is also assumed to yield a favourable attitude towards organ donation. Furthermore, the influence of perceived social support has been greatly discussed in the organ donation literature. Despite these phenomena discussed in the literature, the role of the three variables on attitude towards organ donation registration is ambiguous. Thus, this paper is aimed to investigate the effect of celebrity endorser, issue involvement and perceived social support towards attitude. Data from 466 university students were gathered using purposive sampling. IBM SPSS Statistic 23 and SmartPLS 3.0 were utilized in data analysis. The findings from this paper showed that likeability, trustworthiness and issue involvement generate a positive attitude towards organ donation registration. Implications of this research to both practical and future research are also discussed. This paper hopes to increase researchers’ interest to further investigate and contribute to the literature of organ donation in the context of social marketing.

When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements

The use of celebrity endorsements varies across countries; does their effectiveness similarly vary across cultures? The authors propose that power distance beliefs (PDB), a cultural orientation related to the extent to which people expect and accept differences in power, moderate the effects of celebrity endorsements. A positive effect of celebrity endorsers on evaluations of advertising should be more potent with greater PDB; source expertise and trustworthiness likely underlie this effect. To test the hypotheses, the authors use moderated mediation analyses, with corrections for measurement error and endogeneity of the mediators (source expertise and trustworthiness). The results of three studies, using both manipulated and measured PDB for respondents in different countries and with a variety of endorsers, demonstrate that PDB determine the effectiveness of celebrity endorsements on attitudes toward the advertisement and the brand. In support of the moderated mediation model, perceptions of source expertise and trust mediate the effect of celebrity endorsements, conditional on PDB. The results hold for nondurables but do not generalize to durable products.

Celebrity Endorsement as Moderating Variable on the Relationship between Loyalty and Corporate Credibility of Travel Companies in Aceh

To increase customer loyalty, travel companies in Aceh use celebrity endorsement to help promote their products. The purpose of this study was to examine important criteria in creating customers’ loyalty. The effect of celebrity endorsement as moderating variabel on the relationship between loyalty and corporate credibility are investigated for this purpose. A sample was drawn from umrah pilgrims in Aceh with 220 respondents. Primary data was used in this study in form of questionnaire with Likert scale. SPSS was used to analyze demographic characteristics of the respondents and descriptive analysis. AMOS 22 was adopted for the Structural Equation Modeling of the survey model for verified analysis using regression weight/loading factor. The findings of this study have shown significant relationships among the variables under investigation. Celebrity endorsement was found as moderating variable between corporate credibility and customers loyalty. The results of this study could provide input for travel companies in Aceh to use celebrity endorsement if they wanted to increase customer loyalty of umrah pilgrims.

Celebrity Endorsements and Donations: Empirical Investigation of Impact on Philanthropic Giving

This study investigates the effects of celebrity endorsers on donations and views of nonprofits. Celebrity endorsers and their relationships with nonprofits evoke a series of emotions that greatly affect how people perceive and donate to nonprofit organizations. Past research demonstrates the tremendous growth in individual philanthropy and the importance of celebrities as influencers on social media. Data was obtained from a random sample of 277 individuals and subjected to statistical analyses. By studying two different celebrities that come from a different race, gender, and background, we found that our findings and significance values changed depending on which celebrity was tested. Our findings indicated that ads that evoke positive emotions are more likely to convert to donations. Demographic characteristics, such as age, gender, and income also affect donations. In some cases, the nonprofit’s cause and advertising message were powerful enough to override the impact of the celebrity. Our findings can help marketers style their ads to evoke certain emotions, by using celebrity endorsers that will help them increase donations. Furthermore, understanding what drives donors will help nonprofits tailor marketing strategies. It is expected that by targeting their donor base effectively, non-profits will then witness an increase in donations.

An Empirical Study of Celebrity Endorser and Public Service Advertising

The purpose of this research is to examine the mediating role of endorser’s credibility on the relationship between endorser’s attributes and attitude of respondents towards public service advertising effectiveness. The data was observed through a questionnaire in order to study the objectives. Total study 257 respondents were approached and only 200 questionnaires were found suitable. Convenient sampling technique was employed to collect the data in Varanasi city. Factor analysis was used to find the attributes of celebrity endorser which have influence on the credibility of celebrity endorser. Based on the data analysis, through exploratory factor analysis, Attractiveness, Trustworthiness, Similarity and Expertise were found as the main components of celebrity endorser’s attributes. The statistical tool regression analysis was used to study the nature of relationships among the attributes of celebrity endorser, credibility and attitude in relation to public service advertising effectiveness. The mediating effect of celebrity endorser’s credibility on the attitude of respondents towards public service advertising was checked by applying the linear regression. The research ends with the conclusion and managerial implications.

The effectiveness of celebrity endorsements in Polish magazines

Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.

A study on effects of celebrity endorsement on consumer buying behavior of Nepal made shoes

This study attempts to understand the effectiveness of Celebrity Endorsement done by business houses to promote shoes in Nepal. Popularity of celebrity and their influencing power in Nepal can be figured out from the study. Compiling the views of various consumers from all over Nepal, and different age groups, the analysis can be seen. Celebrity Endorsement has been regarded as one of the important method to increase market share in International Market. Even in the neighboring country, India it can be noted that celebrity has lot to do with promotion. However, contradictory to the other part of the world, here the study reveals that Celebrity Endorsement is not a wise technique to attract customers and increase the sales. There exists other influencing factors that contributes to attract customers and increase the market share, hence those factors needs a serious consideration. It can also be regarded that Celebrity lacks influencing power in context of Nepal.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

Effectiveness of celebrity endorsement of a political candidate among young voters

I examined how voters' attitudes may be influenced by celebrity endorsement of a political candidate. In the study I drew upon reactance theory, reinforcement theory, social identification theory, and the elaboration likelihood model to investigate the effects on young decided and undecided (swing) voters of party identification and identification with a celebrity endorser in a political campaign. I used a 2 × 2 × 2 between-subjects factorial design to examine the factors of voters' party identification, identification with a celebrity endorser, and status of voting intention of 256 U.S. university students enrolled in a journalism course. The results suggest that party identification and identification with a celebrity endorser are predictors of effectiveness for celebrity endorsement of political candidates. Theoretical and practical implications are discussed.

What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution

ABSTRACTThis study draws upon congruence theory, identification theory, and attribution theory as a means of examining how celebrity endorsement works. The study proposes that the effectiveness of celebrity endorsement may be influenced by the following three factors: congruence between a celebrity endorser and endorsed brand/product, identification with a celebrity endorser, and consumers’ attribution styles (i.e., internal vs. external). To test the proposed hypotheses, the study employs a 2 × 2 × 2 between-subject factorial design. A total of 317 college students participated in the study in return for course credits. The study findings suggest that congruence, identification, and consumers’ attribution styles indeed have impacts on consumers’ attitude toward ad, brand, or purchase intention. The study also finds that there is a relationship between congruence (low vs. high congruence) and attribution styles (internal vs. external). Theoretical and practical implications are discussed.

The effectiveness of celebrities in conservation marketing.

Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little research into the effectiveness of celebrity endorsement as a tool for conservation marketing has been published. Using a combination of interviews and an online choice survey instrument, we investigated the extent to which a sample of UK-based conservation organisations, and other charities, evaluate their own usage of celebrity endorsement, and then carried out an experimental evaluation of a hypothetical marketing campaign. This experiment compared participants' willingness-to-engage (WTE) with, and recall of, a conservation message presented in versions of an advert featuring one of three prominent UK celebrities (David Beckham, Chris Packham or HRH Prince William) or a non-celebrity control treatment (featuring Crawford Allan, a director of TRAFFIC USA). We find that the organisations we interviewed did not routinely evaluate their marketing campaigns featuring celebrities. Furthermore, our experiment provides evidence that celebrity endorsement can produce both positive and negative effects. Participants were more willing to engage when presented with an advert featuring one of the three celebrities than the non-celebrity control, and WTE varied according to the characteristics of the celebrity and the respondent. However, celebrities were less effective at generating campaign message recall than non-celebrities. These findings suggest that celebrity endorsement should be used carefully. Further work is required to fully understand the role celebrity endorsers can play in conservation but, drawing on best practice from the field of marketing, this study introduces an approach to evaluation which could be applied more widely to improve the effectiveness of conservation marketing.