Celebrity Expertise Research Articles

The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case

This study tests the impact of celebrity endorsement in cause- related marketing (CrM) campaigns, specifically in the non-profit firms in Egypt. This study is based on examining the impact of the five main elements of celebrity endorsement: celebrity attractiveness, celebrity expertise, celebrity trustworthiness, celebrity familiarity and celebrity-cause fit on audience’s attitudes and their behavioral intentions to donate to the firms’ causes. This study relied on quantitative approach, which involves distributing, collecting, and analyzing a large-scale questionnaire survey. Questionnaires were electronically distributed. Data were collected from 390 respondents based on convenience sampling technique and were analyzed using Structural Equation Modelling (SEM), AMOS 22. The findings showed that celebrity attractiveness has the most significant positive direct impact on audience’s attitudes towards CrM campaigns. Moreover, celebrity-cause fit and celebrity trustworthiness have an acceptable level of significant positive direct impact on audience’s attitudes towards CrM campaigns. However, celebrity expertise and celebrity familiarity do not have a significant impact on audience’s attitudes towards CrM campaigns. Findings further indicated that audience’s attitudes have a significant positive direct impact on their behavioral intentions to donate to the firms’ causes. This study contributes on the theoretical level in many ways: by adding to the area of celebrity endorsement in CrM campaigns, particularly in non-profit firms, the field in which there is a lack of research; by combining several social causes that use different types of celebrities in one study; by developing a conceptual framework that links between five main elements of celebrity endorsement, audience’s attitudes and their behavioral intentions to donate to the firms’ causes in Egypt, which recently has witnessed a growing trend of endorsing celebrities in numerous charitable firms. It also provides crucial directions to the marketing specialists about the required elements for an effective use of celebrity endorsement in CrM campaigns, which helps in building positive audience’s attitudes. This may lead to positive behavioral intentions to donate to the firms’ causes.

The Effects of Celebrity Endorsement towards Purchase Intention among Students in One Public University in Malaysia

Celebrity endorser has been tremendously used by advertisers to enhance their product’s brand name and it is undeniable celebrity plays a big role in persuading customers. It has become an effective tool to attract customers and helps to create purchase intention among them. Therefore, there are many elements that need to be highlighted in findings the right celebrity to endorse the product. To gain better insight, celebrity attractiveness, celebrity trustworthiness, celebrity expertise and the fit between the celebrity and the endorser are the element tested in the study. The study was conducted to examine the effect of using different celebrity for the same product brand on purchase intention among students. Quantitative method has been employed for this study and survey questionnaire used to collect the data. Questionnaires were collected across faculties at one of the public University in Malaysia and the result of the study indicated only the fit between Celebrity A and the endorsed product associated with purchase among students. Meanwhile, all other independent variables may not lead to purchase intention among students. Recommendation and future study are discussed.

The effect of celebrity endorsement on sustainable firm value: evidence from the Korean telecommunications industry

Celebrity endorsement has been prevalent as an advertising strategy, and many advertisers invest enormous amounts of money into celebrity endorsements. While previous studies have found that the success and failure of celebrity endorsements are related to their attractiveness, expertise, and trustworthiness, it is not known how and which sources of celebrity endorsements can explain firm value, which is a very important factor for firm sustainability. By text mining and sentiment analysis, this research found that increasing the positive source of the celebrity’s attractiveness and expertise has a positive impact on firm value, whereas the loss of the celebrity’s trustworthiness severely deteriorates firm value. Once a celebrity has lost his/her trustworthiness, the negative impact is almost never recovered, given that the negative interaction effect between the positive impact of celebrity expertise and the loss of his/her trustworthiness is over seven times greater than the positive effects from his/her expertise.

The Effectiveness of the Celebrity Advertisement Process and its Impact on Buying Intention

It has been observed that advertisements with celebrities create a great influence among the younger generation. Marketers spend considerable amounts on celebrities based upon the belief that celebrity endorsed advertisements are reliable, and that they have the knowledge about the brand, product recall, instant awareness, and retention of the products (Cooper, 1984) is quite more in those brands endorsed by the celebrities. Therefore, the current study attempted to know the determinants of factors such as Attractiveness of the celebrity (X1), Celebrity credibility (X2), and Celebrity expertise (X3) that determined the buying intention of the respondents. A sample size of 220 respondents was considered for the purpose of the study. On performing detailed analysis, patterns from the data were further put for validation through testing of hypotheses, whichever we deemed important and based upon the conditions set for such test. The study revealed that the brand ambassadors played an important role in boosting the sales. The study further found that products advertised with brand ambassadors had a large impact upon the buying behavior. Majority of the respondents perceived celebrities' physical attractiveness as the major factor in celebrity advertisements. The respondents preferred a celebrity to be attractive in his/her physical appearance, to wear stylish clothes according to latest fashion trends, and to have an elegant presence.

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants ( N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity’s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. Path analysis was used to evaluate the hypothesis. The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. The study also found that influence of celebrity brand fit on purchase intention is mediated by the attitude towards advertisement and attitude towards the brand.

Are They Celebrity Followers? Examining the Third-Person Perception of Celebrity-Endorsed Advertising

ABSTRACTThis study explored how consumers' presumed influences mediated the impacts of source credibility and advertising skepticism on purchase intention in the context of celebrity-endorsed advertising (CEA). A national media consumer panel (N = 445) indicated the third-person perception (TPP) were positively correlated to celebrity expertise and attractiveness, but negatively influenced by advertising skepticism. Moreover, three celebrity credibility variables and advertising skepticism yielded direct effects on purchase intention. Indirect effects by the TPP were also generated on purchase intention. The TPP would mediate the impacts of celebrity credibility and advertising skepticism on purchase intention in response to various desirable/undesirable endorsers. Moreover, the TPP would decrease the impact of celebrity credibility, but increase the impact of advertising skepticism on purchase intention, indicating that the third persons' attitudes toward CEA may become a key reference in consumers' purchase intention processes.

Pengaruh Kredibilitas Selebriti Endorser Nasional VS Internasional Pada Niat Beli Luwak Whte Koffie


 The reseach of this study to analysing of credibility effect (attractiveness, trusworthiness and expertise) and different analysing national endorser nor international endorser to consumer purchase intention. This reseach using the student respondent of several university in Yogyakarta city. The valid sample are 277 respondent. The result of study using multiple linear regression showed that trusworthiness expertise of national endorser celebrity significant effect on consumer purchase intention on Luwak White Koffie product. But attractiveness of celebrity national endoser no significant effect on consumer purchase intention on Luwak White Koffie product. The result used independent sample t-test showed national endoser celebrity more trusworthy and more capable advertised product compare with international endoser celebrity. It is just, international endoser celebrity attractiveness more of consumer compare national endoser celebrity.
 Keyword: Celebrity Endorser, Endorsement, Endorser Celebrity Attractiveness, Endorser Celebrity Attractiveness, Endorser Celebrity Expertise

Does celebrity endorsement affect customers ’purchase intention? analysis of findings from Delhi and NCR

The present world of marketing has become colourful with advertisements and it becomes an uphill task for the designer of an advertising campaign to differentiate itself from others and attract viewer's attention. Companies are signing contracts with celebrities with the hope that their popularity and credibility can attract more customers and therefore celebrity endorsement becomes a universal feature of modern marketing. The present paper investigates the impact of celebrity endorsement on customers buying intention in Delhi and NCR. A sample of 192 customers using FMCG products has been selected for the study. Data have been collected through questionnaires designed on a five point Likert scale. Linear regression has been used as the statistical tool to measure the impact of celebrity endorsement on customer's purchase intention. The study has taken celebrity attractiveness, celebrity trustworthiness, celebrity meaningfulness, celebrity likeability, and celebrity expertise as the dimensions of celebrity endorsement. The analysis of the data revealed that there is a significant impact of celebrity endorsement on the purchase intention of customers using FMCG products in Delhi and NCR.

A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects

This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor. In a survey study, respondents evaluated four celebrity endorsement campaigns. Mediation analyses show that attitude towards the endorsement mediates the effects of three variables on brand attitude; these variables are celebrity expertise, celebrity–brand fit, and perceived celebrity motive. Moreover, results show that if consumers perceive that the celebrity was motivated to do the endorsement not only by money but also by product quality, this has a significant positive effect on attitude towards the brand.

Does celebrity credibility influence Muslim and non-Muslim consumers’ attitudes toward brands and purchase intention?

Purpose – This study aims to distinguish between Muslim and non-Muslim consumers regarding celebrity influence on brands and purchase intention, and assess the relative importance of celebrity credibility, in terms of physical attractiveness, trustworthiness, expertise and product–brand congruency. The study also researches attitudes towards brands, and purchase intention and their ability to predict consumers’ religion. Design/methodology/approach – The research aim was achieved through an empirical study involving a self-administered questionnaire distributed to members of the public recruited from the Federal Territory of Labuan, Malaysia. Data were collected from 250 Muslim and non-Muslim consumers using a convenience sampling method. Their participation was purely voluntary. Multiple discriminant analysis via Statistical Package for Social Sciences (SPSS) computer program version 20 was used to answer the research questions. Findings – Empirical results of the multiple discriminant analysis indicated that celebrity expertise and attitudes towards brands strongly predict allocation to Muslim consumers rather than non-Muslim consumers. The relative importance of the celebrity credibility aspects from Muslim consumers’ perspectives was: celebrity expertise, celebrity attitudes towards brands, purchase intention, product–brand congruency and physical attractiveness. Muslim consumers are found to choose expertise but not trustworthiness. Muslim consumers’ faith or trust may be linked to the perception that products and services endorsed by the celebrities are in line with Shariah principles which are consistent with Islamic principles. Research limitations/implications – Respondents were randomly drawn from the Muslim and non-Muslim population of the Federal Territory of Labuan, Malaysia. Consequently, they may not represent the entire population of Malaysia. Future researchers could overcome the limits of generalizability by increasing sample coverage. Originality/value – The paper empirically justified the discriminating function among celebrity credibility elements in terms of physical attractiveness, trustworthiness, expertise, and product–brand congruency of Muslim and non-Muslim consumer attitudes towards brands and purchase intention. Thus, the results of this study offer a new forward motion to the findings of prior studies on consumer perception of celebrity credibility, which is not much covered in the literature in the Malaysian context between Muslim and non-Muslim consumer perspectives. The findings are able to add literature on Muslim consumer behaviour in the use of celebrities, as these celebrities could act as inspirational to the consumers.

Age of austerity celebrity expertise in UK reality television

Giving voice to a growing cynicism towards the figure of the celebrity expert, in April 2011 British TV critic Julia Raeside proposed that it was ‘time for a rain check’ on what she viewed as the s...

Informational and Transformational Responses to Celebrity Endorsements

Using three studies, this research examines the relationship between dimensions of celebrity endorser credibility (attractiveness, expertise, trustworthiness) and consumer motivation (informational and transformational). Studies 1 and 2 reveal celebrity expertise and trustworthiness are the primary determinants of informational processing, while attractiveness is the principal variable driving transformational processing. The third study finds that teenage consumers, though affected by informational and transformational motivations, are less likely than adults to discriminate between attractiveness, trustworthiness, and expertise, forming their judgments instead on the basis of a unidimensional perception of celebrity credibility.

Analysis of the Implementation of Celebrity Endorsement as a Destination Marketing Instrument

This study will investigate the implementation potential of celebrity endorsement to market destinations. Nine marketing experts in endorsement strategies expressed their views of the key elements to effective celebrity destination endorsement. Content analysis was used to find three categories that may moderate the effectiveness of celebrity endorsers, High‐Involvement Products, Celebrity Credibility and Celebrity Expertise. It seems that when products are high in psychological or social risk, such as the annual main holiday destination, the ‘right’ celebrity endorser could make an appropriate match and create a more favorable evaluation of the advertisement than a non‐endorsed advertisement. On the other hand, various issues regarding the tourist decision‐making process suggest that the choice for celebrity endorsement to market a destination is less appropriate. This study is partly based on the author's Master's thesis at the Bournemouth University, UK with Alan Fyall serving as thesis advisor. The author wants to thank him for his guidance.

Exploring the relationship between celebrity endorser effects and advertising effectiveness

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.

Cupboards of Curiosity: Women, Recollection and Film History

In Cupboards of Curiosity Amelie Hastie rethinks female authorship within film history by expanding the historical archive to include dollhouses, scrapbooks, memoirs, cookbooks, and ephemera. Focusing on women who worked during the silent-film era, Hastie reveals how female stars, directors, and others appropriated personal or “domestic” cultural forms not only to publicize their own achievements but also to reflect on specific films and the broader film industry. Whether considering Colleen Moore’s thirty-six scrapbooks or Dietrich’s eccentric book Marlene Dietrich’s ABC , Hastie emphasizes how these women spoke for themselves—as collectors, historians, critics, and experts—often explicitly contemplating the role their writings and material objects would play in subsequent constructions of history. Hastie pays particular attention to the actresses Colleen Moore and Louise Brooks and Hollywood’s first female director, Alice Guy-Blache. From the beginning of her career, Moore worked intently to preserve a lasting place for herself as a Hollywood star, amassing collections of photos, souvenirs, and clippings as well as a dollhouse so elaborate that it drew extensive public attention. Brooks’s short essays reveal how she participated in the creation of her image as Lulu and later emerged as a critic of film stardom. The recovery of Blache’s role in film history by feminist critics in the 1970s and 1980s was made possible by the existence of the director’s own autobiographical history. Broadening her analytical framework to include contemporary celebrities, Hastie turns to how-to manuals authored by female stars, from Zasu Pitts’s cookbook Candy Hits to Christy Turlington’s Living Yoga . She discusses how these assertions of celebrity expertise in realms seemingly unrelated to film and visual culture allow fans to prolong their experience of stardom.