Effect Of Celebrity Endorsement Research Articles

Effectiveness of Celebrity Advertisement on Select FMCG – An Empirical Study

The practice of celebrity endorsements has proliferated over time. In the past decade celebrity advertisement has been the most prevalent and successful form of advertising. Reason for this is that celebrities are considered to demonstrate a number of dynamic personality. Now days it has become a pervasive element of advertising industry especially in India. The present research begins with the review of existing literature available on effectiveness of celebrity endorsements which provides an insight into the research topic. The data is collected through a questionnaire a quantitative method is used for this research to investigate the opinion of the consumer towards celebrity advertisements on selected fast moving consumer products. The data is collected through a questionnaire method with a sample size of 500 consumers and analyzed with statistical tools such as percentage analysis and parametric T test. Finally, the results of the study prove that celebrity advertisements have a positive effect on the consumers of FMCG. The aim throughout this study is to present the relevant academic theory determining the effectiveness of celebrity advertisement on selected FMCG.

Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty

This study explores the effectiveness of using Korean celebrities to endorse a Korean hotel in the Japanese market. Specifically, Japanese tourists’ perception of the hotel's corporate image and corporate credibility were tested along with corporate loyalty. This study found that trust in celebrity endorsers by consumers is transferable to perceptions of image of the hotel, its credibility and loyalty to the hotel. Structural equation modeling was used to explain difference in the relationships between constructs that identified the effectiveness of each celebrity. One important finding was that specific celebrity endorsers may not appeal to the entire target market and for this reason more than one endorser may be required to promote a product.

Hails From the Crypt

Interfacing the terror management health model with the meaning transfer model, we offer novel hypotheses concerning the effectiveness of celebrity and medical endorsements for consumer products and health behavior decisions. Studies 1 and 2 revealed that, compared with control topic primes, death thoughts in focal attention increased the effectiveness of health-oriented (doctor) endorsers but not culture-oriented (celebrity) endorsers, whereas death thoughts outside of focal attention increased the effectiveness of culture-oriented endorsers but not health-oriented endorsers. Studies 3 and 4 then focus more specifically on the valence and specificity of culture-oriented endorsements, revealing that death thoughts outside focal attention increase the effectiveness of culture-oriented endorsers only on the behaviors specifically endorsed and only when the endorser is characterized as possessing cultural value. Discussion focuses on everyday management of existential concerns and implications for persuasive communications in the health domain.

Celebrity Endorsement as an Effective Tool for Destination Marketing among Occupation Groups in Bangalore

Celebrity Endorsement is one of the major forms of advertising in which a business organization makes use of famous individuals or well-known organizations in order to boost consumer interest in the product and/or services that they want to sell. Now a day, every company is trying to bring in a brand ambassador for their brands. Slowly the trend of tying up with a celebrity in promoting has moved towards promoting tourism destinations. This paper tries to find out the effect of celebrity endorsement as an effective marketing destination tool. The objectives framed to reach to this goal were to identify whether the consumers consider the tourism advertisements that are endorsed by celebrities and to determine whether the use of celebrities have a greater effect than the use of non-celebrities when advertising a tourist destination. Data was collected from 250 respondents from Bangalore through a questionnaire. Some of the tools that are been used to test the hypothesis are one sample t- test, ANOVA and Tukey test. The major findings from the study were that the respondents only get brand recognition and recall of the destination when the advertisement is done by a celebrity endorser; it was found that non-celebrity advertisements are more convincing and better choice makers. It was also found out that occupation of the consumers would have no impact in getting attracted to celebrity endorsers but students were one category that loved to see celebrity endorsers on screen.

Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls

In this paper we quantify the economic worth of celebrity endorsements by studying the sales of endorsed products. We do so with the use of two unique data sets consisting of monthly golf ball sales and professional golfer (celebrity) rankings. In particular, we examine the impact Tiger Woods had on sales of Nike golf balls. Our identification of the causal effect of a celebrity is grounded in the celebrity's random performance over time. Using two different approaches, reduced form and structural, we find that there are substantial celebrity endorsement effects. From our structural model, we determine that endorsements not only induce consumers to switch brands, a business stealing effect, but also have a primary demand effect. We determine that from 2000 to 2010, the Nike golf ball division reaped an additional profit of $103 million through the acquisition of 9.9 million in sales from Tiger Woods' endorsement effect. Moreover, having Tiger Woods' endorsement led to a price premium of roughly 2.5%. As a result, approximately 57% of Nike's investment in Woods' $181 million endorsement deal was recovered just in U.S. golf ball sales alone.

Motion Picture-Induced Visual, Vocal and Celebrity Effects on Tourism Motivation: Stimulus Organism Response Model

Motion pictures play a predominant role in enhancing the consumers' awareness of tourism destinations and inspiring their motivation to visit destinations. “Hallyu” (Korean Wave), a platform of Korean cultural exports, has altered the Korean tourism industry and now attracts travelers from around the world. Utilizing the popularity of the Korean Wave, the Korean Tourism Organization promotes Korean tourism attractions through motions pictures, including Korean films, television drama series, music and K-pop. The visual, vocal and celebrity effects which emanate from Korean motion pictures are expected to influence travelers' intent to visit and actual visitation. A questionnaire was distributed to Thai travelers and a total of 191 valid questionnaires were analyzed using regression analysis. The results indicate that visual and vocal effects emanating from Korean motion pictures fueled travelers' intention to visit Korea and explore Korean culture and tourism attractions. However, the results indicate no significant effect of celebrity endorsements on travelers' intentions.

Celebrity and politics: Effects of endorser credibility and sex on voter attitudes, perceptions, and behaviors

While much research examines the effects of celebrity endorsements in commercial advertising, scholars have only recently sought to investigate the effects of celebrity endorsements of politicians on voter perceptions and behavior. This study expands existing research on celebrity political endorsement effects via an experiment exploring effects of different versions of a news story describing a celebrity's endorsement of a political candidate on participants’ voting attitudes, perceptions of candidate credibility, and voting behavioral intent. Although participants perceive credibility differences between high- and low-credibility celebrities, neither endorser credibility nor endorser sex impact attitudes toward the endorsed candidate, perceptions of the candidate's credibility, or intended voting behavior. Conceptual relationships to other studies on celebrity endorsement effects are discussed, as are implications, limitations, and directions for future research.

It Is a Match: The Impact of Congruence between Celebrity Image and Consumer Ideal Self on Endorsement Effectiveness

ABSTRACTUsing celebrities for promoting products is a popular advertising strategy. The selection of celebrity endorsers is of great concern to advertisers given the large sums of money to secure their participation. To date, most academic research on celebrity endorser effectiveness has focused on endorser characteristics (e.g., source credibility) or a match between a product and the endorser (e.g., match‐up hypothesis). The study presented here introduces a new dimension for understanding celebrity endorser effects, the congruence between a consumer's perception of a celebrity's personality characteristics with the consumer's self‐concept. Consumers’ self‐concept is an important influence on purchase decisions (Ericksen, 1997; Graeff, 1996; Sirgy, 1982, 1985), and advertising has been viewed as the most effective tool for creating product images in relation to such self‐concept (Sirgy, 1982). Drawn from the two streams of literature, this study proposes and tests an integrative model of celebrity endorsement by examining congruence effects of consumer self‐concept and celebrity as well as product and celebrity. Results suggest that ideal congruity (congruence between consumers’ ideal self‐image and celebrity image) adds explanatory power to a congruence model of celebrity endorser effects. Implications for advertisers and suggestions for future research are discussed.

The Dysfunctional and Functional Effect of Celebrity Endorsement on Brand Patronage

The ever increasing brand multiplicity and competition on the market of goods and services have dictated the pace of growth in the usage of celebrity endorsement across the globe. The use of celebrity endorsement has become a prime brand communication strategy in organizational management that aids the sale and promotion of brands across the globe. It is a popular approach in marketing communication for all brand management. This paper examines celebrity endorsement as a brand communication tool that serves as an aid to expedite brand image and purchase. However, it can also become horrific unless accompanied by a powerful idea, effective and impeccable positioning.

Predicting the effectiveness of celebrity endorsements using the balance theory

Predicting the effectiveness of celebrity endorsements using the balance theory

Effect of Celebrity Endorsements on Consumer Purchase Intentions: Advertising Effect and Advertising Appeal as Mediators

AbstractAdvertising has become the most efficient way for companies to transmit product information to consumers. Words and images are often used to display the product and thus attract the attention of consumers. Of all types of endorsement, celebrity endorsement is the marketing method most frequently used by entrepreneurs. Entrepreneurs use celebrity endorsement to increase consumer purchasing motivation. Not only can celebrity endorsements attract consumers to purchase products, but the appeal of statements by celebrities can also affect consumer product image. Different appeal methods result in different advertising effects. This study used the case of advertising spokespersons for cell phones with general consumers as subjects. A total of 202 valid samples obtained through the questionnaire survey and used partial least squares regression analysis. The results showed that celebrity endorsements, advertising appeal, and advertising effect significantly and positively affect consumer purchase intentions. Moreover, advertising appeal and advertising effect exert a partial mediating effect on the relationship between celebrity endorsement and purchase intention. © 2012 Wiley Periodicals, Inc.

Impact of Celebrity Pitch in Direct-to-Consumer Advertising of Prescription Drugs

Online surveys were conducted to determine the impact of endorser credibility, endorser effectiveness, and consumers’ involvement in direct-to-consumer advertising. In a randomized posttest only study, using the elaboration likelihood model, survey participants (U.S. adults) were either exposed to a fictitious prescription drug ad with a celebrity or a noncelebrity endorser. There was no significant difference in credibility and effectiveness between the celebrity and the noncelebrity endorser. High involvement consumers viewed the ad more favorably and exhibited significantly stronger drug inquiry intentions during their next doctor visit. Further, consumers’ involvement did not moderate the effect of celebrity endorser.

Public opinion and foreign policy: The effects of celebrity endorsements

Celebrities often use their popularity to advance international causes, but do they have an effect on public opinion regarding foreign policy? This study uses an experimental method to test whether a statement by Bono of the rock band U2 regarding a fictional foreign policy crisis influences public opinion more than a traditional political elite. Experimental participants were less likely to support the specific position advocated and less likely to be interested in following the crisis in the news when the statement came from Bono, though the results are dependent on party identification and how the scenario was framed.

Exploratory Study of the Measurement Scales for the Perceived Image and Advertising Effectiveness of Celebrity Endorsers in a Tourism Context

ABSTRACT This article presents an exploratory study of the scales used to measure the perceived image and advertising effectiveness of celebrity endorsers in a tourism context. The respondents are tourists from mainland China who were exposed to manipulated tourism destination advertisements. The results indicate that the dimension of trustworthiness is not as distinct as has been proposed, and the framework was modified accordingly. The revised model achieved an acceptable fit and is deemed appropriate for follow-up studies.

A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes

This study investigates the time-varying effects of celebrity endorsements on consumer purchase attitudes toward promoted products using a novel dynamic hierarchical multi-attribute attitude forecast model. The induced direct and indirect effects via constructs of product attributes and net product value are then incorporated into the proposed conceptual model, which is formulated with a discrete-time nonlinear stochastic system. An empirical study of product categories of sport shoes and notebook computers demonstrates the feasibility of the proposed methodology. The analytical results demonstrate the capability of the proposed model to forecast consumer attitudes toward a promoted product and reveal the potential heterogeneity in patterns of attitude changes characterized by product attributes, price, and endorser performance as perceived by consumers. Furthermore, we infer that celebrity endorsement can significantly influence consumer purchase attitudes via both direct and indirect effects through product-attribute construct.

If Kate voted Conservative, would you?

PurposeThis research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This research also aims to incorporate the use of celebrity endorsements in political party advertising with the political salience construct. Political salience represents how prominent politics and political issues are in the minds of the eligible voter.Design/methodology/approachA 2 (endorser: celebrity; non‐celebrity)×2 (political salience: high; low) between‐subjects factorial design experiment was used. The results show that celebrity endorsements do play a significant role in attitudes towards the political advert, attitudes towards the endorser and voter intention. However, this effect is significantly moderated by political salience.FindingsThe results show that low political salience respondents were significantly more likely to vote for the political party when a celebrity endorser is used. However, the inverse effect is found for high political salience respondents.Practical implicationsThe results offer significant insights into the effect that celebrity endorsers could have in future elections and the importance that political salience plays in the effectiveness of celebrity endorsement. If political parties are to target those citizens that do not actively engage with politics then the use of celebrity endorsements would make a significant impact, given the results of this research.Originality/valueThis research would be of particular interest to political party campaigners as well as academics studying the effects of advertising and identity salience.

Is Nationality Important? A New Perspective on the Relationship between Celebrity Endorsement and Advertising Effects

The Chinese market has become a focus of global competition.Many foreign firms seek local celebrities to endorse products or brands in order to enhance brand power and competitiveness in the market.In contrast,some Chinese firms turn to foreign celebrity endorsement to increase the firm's image and prestige.Interesting questions emerge from this market change:do advertising effects of celebrity endorsement vary according to the nationality of the celebrity endorser (Chinese versus foreign)? Does the fit between endorser nationality and product nationality moderate advertising effects? Do consumers perceive differences regarding attractiveness,expertise and trustworthiness of celebrities of different nationalities (Chinese versus foreign) in regard to endorsement of products with foreign symbols and products with Chinese symbols? These questions attract great interest from both academics and practitioners.Stimuli based on the extant literature were confirmed using focus groups and finally a pilot test.For ease of comparison,we chose products that have national symbols (Chinese vs.foreign) and functional characters.We selected celebrity endorsers from KU Ma online surveys and star ranking charts on popular websites in China.Ten celebrities comprising a mixture of Chinese males,Chinese females,foreign males and foreign females were initially selected.These candidates were then rated for general appeal on 7-point Likert scales;the highest scorers were finally selected to be celebrities examined in this study.This study adopted an experimental design approach,using 3 national product symbols (Chinese symbols,foreign symbols,no distinctive symbols) × 2 product types (utility,entertainment) × 2 celebrity types (Chinese,foreign).Twelve sets of questionnaires incorporating 7-point Likert scales were generated.Four hundred and forty questionnaires were completed by students from 3 universities in Beijing.Regression analyses confirmed the positive influence on consumer purchasing intentions of endorser characteristics such as attractiveness,trustworthiness and expertise.ANOVA results indicated the fit between celebrity nationality and product nationality has a moderating role in the relationship between endorser characteristics and advertising effects.Specifically,the impact of endorser attractiveness on consumer attitudes was higher when endorser nationality and product nationality were congruent than when incongruent.Endorser trustworthiness exerted more impact on consumer attitudes when nationality was congruent while endorser expertise exerted more impact on consumer purchasing intentions when nationality was incongruent.In relation to advertising effectiveness,foreign celebrities proved more attractive than Chinese celebrities for endorsement of products with Chinese symbols.However,foreign celebrities were seen as less trustworthy and having less expertise than Chinese celebrities in regard to endorsement of products bearing Chinese symbols.In contrast,in the endorsement of products with foreign symbols,foreign celebrities received higher scores in all three aspects,attractiveness,trustworthiness and expertise than Chinese celebrities.Foreign celebrities also achieved higher performance scores regarding consumer attitudes and purchasing intentions for products with no distinctive national symbols.Overall,this study has implications for both Chinese and foreign firms in choosing celebrities for product endorsement.Besides endorser characteristics such as attractiveness,trustworthiness and expertise,congruence between endorser nationality and product nationality should be carefully evaluated.

Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise

Previous research on advertising effectiveness of celebrity endorsers has applied immediate measures only and neglected delayed effects, although the literature suggests that endorser traits, such as attractiveness or expertise, trigger either cognitive or affective processes that do not necessarily occur immediately and simultaneously. In order to fill this research gap, this study applies the affective-cognitive framework and investigates immediate versus delayed effects of celebrity endorsers’ attractiveness and expertise on attitude towards brands (as related to transformational products). The results show that attractiveness is the dominant driver in the immediate condition, whereas in the delayed condition a high expertise exerts its influence. High expertise is particularly effective when the celebrity endorser is highly attractive, whereas the impact of less attractive celebrity endorsers with low expertise can even worsen over time.

The Attitudes of Middle Class versus Upper Class Male and Female Consumers Regarding the Effectiveness of Celebrity Endorsers

This study analyzes and compares middle and upper class male and female consumer perceptions regarding the effectiveness of celebrity endorsers in relation to the AIDA framework and the match-up hypothesis. Findings indicate that celebrity endorsers influence both men and women, but men were influenced to a greater degree than middle class women, while upper class women were most influenced. The main AIDA influence is the celebrity endorser's ability to get and hold attention. The most important celebrity source characteristic is expertise, which apparently can overcome certain celebrity character flaws, such as the lack of trustworthiness and likeability.

Does Gender Impact the Perception of Negative Information Related to Celebrity Endorsers?

The study examines the effectiveness of celebrity endorsements by examining how a respondent's gender impacts identification with a celebrity spokesperson and the processing of negative information about that celebrity's behavior. The authors found that negative information is harmful to both celebrities’ reputations and sponsors’ brands across a variety of effectiveness measures. Gender congruency between consumers and celebrities did impact attitudes, but was not found to interact with the processing of negative information. Implications for advertisers are addressed.