Celebrity Endorsements In Advertising Research Articles

Evaluating the Influence of Celebrity Endorsement in Advertising: Insights from Eye-Tracking Analysis

In an increasingly competitive business landscape, many brand owners turn to celebrity endorsements as a marketing strategy to promote their products. This study explores its impact to ascertain the effectiveness of this celebrity-driven approach in communicating brand-related information and influencing consumers. Participants in this research were randomly assigned to two groups, ensuring a balanced gender distribution. Each group viewed different advertisements: one featuring celebrities as models and the other utilizing non-celebrity models. Throughout the experiment, an eyetracking device recorded participants’ gaze patterns. The eye-tracking results reveal celebrity endorsements enhance their focus on the promoted product. Furthermore, an intriguing gender-based distinction emerges, with female participants demonstrating greater attention for male models over their female counterparts. Additionally, post-trial surveys indicate that a higher proportion of female participants are inclined to consider celebrities as influential factors in their purchasing decisions. This study contributes valuable insights into the phenomenon of the “celebrity effect” in advertising. It enhances the understanding of how celebrities impact consumer attention and purchasing decisions, offering brand owners a deeper understanding of leveraging this strategy effectively in their product promotion efforts.

Celebrity Endorsement in Advertising: A double-edged Sword

The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity's attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity's qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy.

How Much Should Managers Pay for Celebrity Endorsements?

Firms that choose to include celebrity endorsements in their advertisements are required to pay large sums in advance for these appearances, even though there is no guarantee of future sales of the target product. As such, managers require a method to evaluate the monetary value of including celebrity endorsements in advertising. In this study employing two experimental designs, we provide a rigorous and predictable framework to measure the potential marginal contribution of celebrity endorsements, which can serve as an objective standard for managers when calculating celebrity appearance budgets. Implications for researchers and practitioners are also discussed.

Consumer Reaction and the Effectiveness of Celebrity Endorsed Advertising: A Survey-Based Econometric Analysis

In this study, we apply an econometric methodology to empirically examine the potential roles of a host of key factors on the part of the consumer in affecting the level of effectiveness (persuasiveness) of celebrity endorsement in advertising. Based on first-hand data obtained from surveys and using an econometric approach, we design and implement our empirical analysis. The analysis leads to estimation results showing that gender of the consumer matters critically in determining the level of effectiveness that persuasion of celebrity endorsed advertising could possibly reach. Through our regression exercise, we also find that the effectiveness of celebrity endorsed advertising crucially depends on the level of consumer income. In addition, our regression results also suggest that the socio-cultural background of the consumer plays a critical role in affecting the persuasiveness level of celebrity endorsed advertising.

Pengaruh Kredibilitas Sumber Dan Rerangka Pesan Pada Persepsi Risiko Konsumen

Marketing communication is defined as an attempt by companies to inform, persuade, and remind consumers both directly and indirectly about the products and brands that are sold (Kotler and Keller, 2009: 510). Marketers need to pay attention to the importance of the sender/source/sender/source/endorser is used in advertising. Sender/source/endorser will convey information, persuade or remind consumers about a product or service. Process with celebrity and expert endorsements influence change consumer attitudes and beliefs may be different (Freiden, 1984 as quoted by Biswas et al, 2006). Soliha and Zulfa (2009) suggests there are differences in risk perception of consumers on advertising by using celebrity endorser and expert endorser. Consumers feel the perception of lower risk with expert endorser than celebrity endorser. This indicates that the presences of the use of expert endorsers are more effective than celebrity endorsers in advertising.

An examination on multiple celebrity endorsers in advertising

Celebrity endorsement advertising is a prevailing advertising technique. Some marketers choose to utilize multiple celebrities to promote their products or brands. Nevertheless, it is surprising that so little research has focused on this phenomenon. This research discussed advantages and potential concerns of multi‐celebrity endorsement advertising and documented the actual use of multiple celebrity endorsers in the milk mustache campaign in the USA. We analyzed the content of the 50 milk mustache ads appearing on the http://www.whymilk.com Web site on a list of celebrity‐ or product‐related dimensions. Overall, we found that these milk mustache ads have matched their celebrities’ gender, age and type of milk attributes in appealing to their female/male, teen/adult consumers. The results support that fit between the endorsed product and various celebrities is a key factor for using multiple celebrity endorsers in advertising.

Commentary: Celebrity Endorsers: Do You Get What You Pay for?

Examines the use of celebrity endorsement in advertising. Reviews the results of a recent study looking at the effect of a celebrity′s attractiveness, trustworthiness and expertise on product purchase intentions, and of one examining the relevance of physical attractiveness and other symbolic attributes of the endorser in relation to product meaning. Considers implications for marketing managers and concludes that further research is necessary.