Endorser Type Research Articles

Celebrity-endorsed e-cigarette brand Instagram advertisements: Effects on young adults' attitudes towards e-cigarettes and smoking intentions.

Celebrities endorsing e-cigarette brands on social media may exert a strong influence on e-cigarette uptake. Using a between-subject experiment, this study examines the effects of endorser type (celebrities, non-celebrities and products only) in e-cigarette brand Instagram advertisements on e-cigarette attitudes and smoking intentions. Results showed that celebrity endorsers significantly increased positive attitudes towards e-cigarettes and smoking intentions, compared to non-celebrities or products only. Celebrity endorsers also rated significantly higher on trustworthiness, expertise, goodwill and attractiveness, compared to non-celebrities. Additionally, identification, social comparison, health consciousness and social networking site use moderated between endorser type and key dependent measures. Implications for e-cigarette marketing regulation are discussed.

Dietary protein and fat emulsions, processed by ultrasound and pulsed magnetic field

For the baking of baked goods in order to save fats, different types of endorsement and protein-fatty emulsions which are used as ingredients in goods and for the protection of metal moulds from burning. Usually emulsion is prepared on bakery enterprises by National State Standard Р 51785–2001, involving mechanical beating up of ingredients. The authors suggested and studied the way of manufacturing of more stable food protein-fatty emulsions using ultrasonic transmitter with rigid neodymium magnets on its thickener. As ingredients, there were applied curd whey diluted with water, unpurified sunflower oil and sunflower phosphatides. Ratio of whey and water is 1:7. Physical effects of ultrasound and field of magnets in contact layer of liquid ingredients being dispersed have increased the viscosity and dispersion of protein-fatty emulsions. Hypothesis of increase of stability and sterility of protein-fatty emulsion by the selection of parameters of magnetic field and power of ultrasound transmitter is confirmed experimentally. Microscopic analysis shows high degree of homogeneity of emulsion under the time of processing 3-4 minutes and intensity of ultrasound 2 W/cm2, that is energetically profitable. There was revealed synergism of influence of physical effects of ultrasound and magnetic field on the durability and steadiness of emulsion to mechanical and temperature effect and also cidal effect, prolonging terms of product using. Manufacture of emulsions by the declared way using the ultrasound and magnetic field of constant neodymium magnets decreases number of injected elements-emulsifiers by 3-4 times or excludes their use at all. Existing piezoelectric ultrasound units as well as neodymium magnets have small sizes and low energy consumption, easily built into the line of continuous manufacture of emulsion for the bread production. Such emulsions are less demanding to the storage and transportation.

The best match-up of airline advertising endorsement and flight safety message

PurposeThis paper aims to explore the effectiveness of children as advertisement endorsers in the airline context, including images of safety and reliability.Design/methodology/approachThis paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers and children) in the context of the airline industry. A factorial experiment was conducted to test the communication effect (CE) of ten groups of advertisement combinations (five endorser types – with/without safety attribute).FindingsThe results indicate that a child endorser yielded a better CE than celebrity, CEO or typical consumer endorsers. Second, advertisements that emphasized safety had better CE than those without this emphasis. The group combining children and safety generated a better CE than most of the other groups comprising different combinations.Practical implicationsA child endorser and a safety message are recommended to be used in advertisements for airlines because flight passengers place importance on safety. Fragile image of child reinforces safety of an airline.Originality/valueThe integration of advertising endorsement and message into a conceptual model allows the current results to provide meaningful theoretical and practical implications.

Attractive or Credible Celebrities: Who Endorses Green Products Better?

Abstract The aim of this study is to measure the impact of celebrity endorsement type (celebrity credibility and attractiveness) and product type (for durable and non-durable product) on attitude towards green advertisement. For this purpose, a 2x2 between subjects factorial design experimental study was utilized. Two different product categories refrigerator (durable) and milk (non-durable) and two different types of celebrities Hulya Avsar (Attractive) and Sener Sen (Attractive) were selected. In order to test the study a Two-Way Factorial ANOVA analysis was used. The results indicated there was a main effect of both product and celebrity type on the attitude towards advertising. In addition, the results indicated that credibility and attractiveness of a celebrity did matter for different types of products. Attitude toward green advertisement increased when the celebrity was credible for milk (nondurable product), and higher for attractive celebrity in refrigerator (durable product).

Redefining the celebrity: ‘Self-made’ versus ‘Manufactured’ celebrity endorsers’ impact on consumers’ attitudes and purchase intentions

Abstract In today’s advertising landscape the use of celebrity endorsers continues to be a popular type of advertising. Due to the media’s continual creation of reality television and the revolving door of reality stars, the celebrity culture has changed. The purpose of the study was to separate the type of ‘celebrity’ into two categories, ‘self-made’ and ‘manufactured’, and measure consumers’ attitudes and purchase intentions towards the brand the celebrity is endorsing. Two print advertisements were used that contained a ‘self-made’ and a ‘manufactured’ celebrity endorsement of apparel brands. Respondents viewed both advertisements in the same order and answered questions pertaining to their attitudes to and purchase intentions for the advertised brand. Findings indicated that both types of endorsers increased purchase intent and created favourable attitudes towards the advertised brand.

Halal endorsements: stirring controversy or gaining new customers?

Purpose– Halal food endorsements perceived positively by the focal target group may lead to a negative reaction of consumers that harbor animosity against this target group. For such potentially controversial endorsements, in-group animosity against out-group associated product endorsements could lead to a rejection and even an outspoken disapproval of these food products. The purpose of this paper is to explain what drives in-group reactions to Halal endorsements.Design/methodology/approach– The authors use Social Identity Theory and the Social Dominance Theory in explaining animosity toward out-groups and willingness to buy products with Halal endorsements. Specifically, the authors analyze the reaction of more than 800 in-group majority Christians toward out-group minority Muslim directed Halal endorsements. Following the development of hypotheses and a conceptual model, structural equation modeling is used to measure the relationships between the constructs.Findings– Constructs based on Social Dominance Theory and Social Identity Theory predict animosity toward out-group endorsements, but the relationship between Social Dominance Theory and animosity is much stronger. Animosity is a mediator between these two constructs and willingness to purchase products with out-group focussed endorsements (Halal).Research limitations/implications– The research has been conducted in one particular country (Austria) and focusses on a specific type of controversial endorsement, namely a religious (Halal) endorsement. Other research contexts (i.e. other countries and/or different types of controversial endorsements) should be used to widen the empirical base and validate the findings.Practical implications– Marketers should be aware of a possible negative impact of out-group focussed endorsements. In particular, they should be cognizant that racism and ethnocentrism prevailing in a society could reduce the purchase intent of in-groups.Social implications– Efforts are required to combat the drivers of animosity between in-groups and out-groups. This paper provides insights on how this may be achieved.Originality/value– This study focusses on a hitherto neglected phenomenon, i.e. controversial endorsements. It uses two alternative theories and advances the understanding of the role of animosity in a domestic consumer setting; an issue that has nearly exclusively been discussed with regard to cross-border purchasing.

자기감시성, 선발브랜드의 인지도, 광고모델 유형이 미투 브랜드의 품질지각에 미치는 영향 -아웃도어 브랜드를 중심으로-

This study was intended to investigate the influences of consumer's self-monitoring, pioneer brand awareness, types of endorsers on quality perception of "me-too" brands with a focus on outdoor brands. The design of this research was comprised of 2 types of self-monitoring(high vs. low), 2 types of pioneer brand awareness(high vs. low), 2 types of endorsers(professional expert vs. typical consumer). The study was carried out by using samples from residents of Seoul and Gyeonggi area. The number of subjects used in the final analysis totaled 243, with age of the consumers ranging grom 20's to 50's. The results of this study were as follows. Self-monitoring, pioneer brand awareness and types of endorsers had shown a statistically significant correlation effect on the quality perception of me-too brands. Especially, in the high-level self-monitoring group, the effect of pioneer brand awareness on quality perception of me-too brand was significant when typical consumer model was given. The result presents that using a professional expert model in the market rather than a typical consumer model can offset the quality perception of pioneer brand with low awareness.

Predictors of postconcussion syndrome after sports-related concussion in young athletes: a matched case-control study.

OBJECT Sport-related concussion (SRC) is a major public health problem. Approximately 90% of SRCs in high school athletes are transient; symptoms recover to baseline within 1 week. However, a small percentage of patients remain symptomatic several months after injury, with a condition known as postconcussion syndrome (PCS). The authors aimed to identify risk factors for PCS development in a cohort of exclusively young athletes (9-18 years of age) who sustained SRCs while playing a sport. METHODS The authors conducted a retrospective case-control study by using the Vanderbilt Sports Concussion Clinic database. They identified 40 patients with PCS and matched them by age at injury and sex to SRC control patients (1 PCS to 2 control). PCS patients were those experiencing persistent symptoms at 3 months after an SRC. Control patients were those with documented resolution of symptoms within 3 weeks of an SRC. Data were collected in 4 categories: 1) demographic variables; 2) key medical, psychiatric, and family history; 3) acute-phase postinjury symptoms (at 0-24 hours); and 4) subacute-phase postinjury features (at 0-3 weeks). The chi-square Fisher exact test was used to assess categorical variables, and the Mann-Whitney U-test was used to evaluate continuous variables. Forward stepwise regression models (Pin = 0.05, Pout = 0.10) were used to identify variables associated with PCS. RESULTS PCS patients were more likely than control patients to have a concussion history (p = 0.010), premorbid mood disorders (p = 0.002), other psychiatric illness (p = 0.039), or significant life stressors (p = 0.036). Other factors that increased the likelihood of PCS development were a family history of mood disorders, other psychiatric illness, and migraine. Development of PCS was not predicted by race, insurance status, body mass index, sport, helmet use, medication use, and type of symptom endorsement. A final logistic regression analysis of candidate variables showed PCS to be predicted by a history of concussion (OR 1.8, 95% CI 1.1-2.8, p = 0.016), preinjury mood disorders (OR 17.9, 95% CI 2.9-113.0, p = 0.002), family history of mood disorders (OR 3.1, 95% CI 1.1-8.5, p = 0.026), and delayed symptom onset (OR 20.7, 95% CI 3.2-132.0, p < 0.001). CONCLUSIONS In this age- and sex-matched case-control study of risk factors for PCS among youth with SRC, risk for development of PCS was higher in those with a personal and/or family history of mood disorders, other psychiatric illness, and migraine. These findings highlight the unique nature of SRC in youth. For this population, providers must recognize the value of establishing the baseline health and psychiatric status of children and their primary caregivers with regard to symptom reporting and recovery expectations. In addition, delayed symptom onset was an unexpected but strong risk factor for PCS in this cohort. Delayed symptoms could potentially result in late removal from play, rest, and care by qualified health care professionals. Taken together, these results may help practitioners identify young athletes with concussion who are at a greater danger for PCS and inform larger prospective studies for validation of risk factors from this cohort.

Disease-specific direct-to-consumer advertising of pharmaceuticals: An examination of endorser type and gender effects on consumers' attitudes and behaviors.

Direct-to-consumer (DTC) advertising is still a controversial topic for pharmaceutical manufacturers' and researchers, and while numerous studies have examined the DTC phenomenon, little research has examined the effect of gender, particularly gender of the endorser and consumer. The objective of this research was to assess the impact of the endorser (celebrity vs. expert vs. non-celebrity) and gender - both gender of the endorser and gender of the consumer - on consumers' attitudes and behaviors in response to a print disease-specific direct-to-consumer advertisement. Using Qualtrics consumer panel, data were obtained for 514 US adults (age 18 years and above) who demonstrated at least minimal symptoms of depression and need for monitoring based on the Patient Health Questionnaire (PHQ) score. Data were analyzed using a 3 (Endorser Type: Celebrity/Expert/Non-Celebrity) × 2 (Endorser Gender: Male/Female) × 2 (Consumer Gender: Male/Female) full factorial between subjects multivariate analysis of variance (MANOVA) and necessary univariate analysis. Only the type of the endorser (celebrity vs. expert vs. non-celebrity) used in the ad had a significant main effect on the dependent variables. Further univariate analyses revealed that, of the several dependent variables, endorser type had a significant influence only on attitude towards the ad, attention paid to the ad, and endorser credibility, with gender being non-significant in all cases. Expert endorser generated significantly more favorable levels of attitude towards the ad, and endorser credibility compared to the non-celebrity endorser. Celebrity endorser attracted more consumer attention towards the ad and generated favorable endorser credibility perceptions compared to the non-celebrity endorser. However, celebrity and expert endorsers did not significantly differ from each other on the abovementioned ad effectiveness variables. Lastly, endorser gender and consumer gender did not have a significant influence on ad effectiveness.

The Persuasiveness of Child-Targeted Endorsement Strategies: A Systematic Review

Several European and U.S. reviews have established the link between food marketing and childhood obesity (EU Pledge, 2012; Federal Trade Commission, 2008; Persson, Soroko, Musicus, & Lobstein, 2012), which has stimulated researchers to investigate the effects of the most prevalent child-targeted marketing technique: the use of endorsing characters. This systematic review of these studies (15 identified; participants aged 3–12 years) focuses on three important questions: (a) does a basic endorser effect exist? (b) is the strength of the endorsement effect influenced by endorser type? and (c) does the endorsement strength differ according to the type of food being promoted?

Effect of Celebrity Endorsement in Advertising Activities by Product Type

Abstract This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model.

Influence of TV endorser types on advertising attitudes and purchase intention among Indian rural women: an exploratory study

India has a growing rural consumer base that has been largely ignored by advertisers. Today, Indian rural consumers, especially women, are increasingly literate, brand savvy, and possess rising disposable incomes. Considering the nation's love for films and the availability of television broadcasting, celebrity endorsement has become one of the most popular strategies used by advertisers in India. However, its impact on rural consumers has yet to be tested. Using self-categorization as the theoretical framework, the current study examined the influence of endorser types (national celebrity, regional celebrity, and noncelebrity) on advertising attitudes and purchase intention of Indian rural women. In addition, the authors also analyzed the impact of the three dimensions of source credibility. A sample of rural women (N = 167) from the Kudumbashree mission, one of the largest woman empowerment projects in the country, was recruited for the experiment. Findings showed that noncelebrity endorsers were most effective and that trustworthiness was valued more than expertise and attractiveness. Implications for advertisers are discussed.

Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements

Purpose – The purpose of this paper is to analyze the effects on consumer response between disease-specific advertising containing a celebrity compared to a non-celebrity endorser. Design/methodology/approach – A randomized, cross-sectional two (endorser type) by two (levels of disease state involvement) factorial design was used. Respondents (over the age of 18) were randomly shown one of the ad types and then responded to an online survey questionnaire containing questions and various scales measuring disease state involvement, endorser credibility, attitude toward the ad and company, attention to the ad, behavioral intentions and information search behavior. The disease-specific ad stimuli modeled the form of current print direct-to-consumer ads and were created following recent Food and Drug Administration guidelines, with the only difference being the specific pictorial used (celebrity versus non-celebrity). Findings – While endorser type did not significantly affect consumer attitudes, behavioral intentions and information search behavior, level of disease state involvement, though, did. More highly involved consumers had more positive attitudes, behavioral intentions and greater information search behavior. Originality/value – While consumers paid more attention to the celebrity-containing ads and viewed them as more credible, this did not translate into significant effects on the outcome dependent variables of consumer attitudes toward the ad and company, behavioral intentions and information search behavior. As previous literature has suggested, level of disease state involvement was a significant predictor of respondent outcomes. Overall, pharmaceutical manufacturers might want to re-evaluate using a celebrity endorser in disease-specific ads, as this research shows the benefits/outcomes may not justify the cost.

Effects of endorser types in political endorsement advertising

Independent voters are a valuable vote source, often determining electoral outcomes worldwide. Political endorsements from both celebrities and non-celebrities are also a common, vital election strategy. This paper compares the ad effects associated with three types of endorsers in political endorsement advertising on young independent voters in Taiwan, and explores the moderating effects of two voter characteristics. The experimental results indicate that young independent voters prefer political endorsement ads to general political ads. Compared to political figure endorsements, political ads endorsed by either a common citizen or an entertainer can increase voter favourability towards the advertised party and their intention to vote for it. Moreover, common citizen endorsements are more effective than entertainer endorsements in increasing voter turnout intention. However, for female voters or those with better general attitudes towards political ads, the effects associated with endorser types are weakened.

Advertising of Self-Service Technologies: The Role of Knowledge, Ad Appeal, and Endorser Type on Consumer Adoption

Advertising of Self-Service Technologies: The Role of Knowledge, Ad Appeal, and Endorser Type on Consumer Adoption

Advertising Effectiveness in Social Networking Sites: Social Ties, Expertise, and Product Type

Social networking sites (SNSs) have gained immense popularity. This phenomenon has created new marketing opportunities for companies to leverage on online networks. In particular, SNSs allow the conceptualization of a new type of product endorser: the “friend.” However, the effectiveness of friends as endorsers on SNS remains unknown compared with other types of product endorsers. This paper investigates the impact of three critical factors on advertising effectiveness in SNS: tie strength, endorser expertise, and product type. Using a 2 × 2 × 2 experimental design, we found interaction effects among these factors. For hedonic products, strong-tie endorsers were more effective than weak-tie endorsers in influencing purchase intention. However, for utilitarian products, high-expertise endorsers were more effective than low-expertise endorsers. Based on these results, we discuss key theoretical and practical implications for research on SNS advertising.

Which endorser and content are most influential in Korean restaurant promotions?

This study explored the influence of advertising brochures that feature endorsers and informational content for a restaurant located in a highly competitive district of Seoul, Korea, that primarily targets foreign tourists. The study examined the effects of three types of endorsers (customer, chef, and owner) on the responses of Japanese tourists. A total of 300 questionnaires were collected from Japanese tourists after personal interviews were conducted at locations in Seoul frequently visited by Japanese tourists.Of the three types of advertisement endorsements tested for Japanese tourists’ attitudinal responses and purchase intentions, the owner spokesperson was found to be the most effective endorser. However, the chef endorsement and the customer endorsement showed similar influences on the Japanese tourists’ attitudinal or behavioral responses. Among the four brochure treatments that tested the effects of resumes and photos, brochures that included both a resume and a photo were found to be the most effective, followed by brochures that only included a photo and brochures that only included a resume. In contrast, the group of brochures that included neither a resume nor a photo was found to be the least influential.

Presumed influence of endorser and fear appeal in DTC prescription drug advertising: Are they overpowering consumers’ judgments?

As consumers are increasingly exposed to direct-to-consumer prescription drug advertising, critics are concerned about frequent uses of emotional appeals and influential endorsers that may mislead consumers’ judgments in favor of the advertised drug. To investigate this issue, we developed a set of hypotheses based on the marketing and consumer behavior literature and tested independent and interactive effects of fear appeal and endorser types (physician, peer, and no endorser) on consumers’ cognitive and attitudinal responses to direct-to-consumer ads. Results from an experiment suggest that the endorser and fear appeal can influence consumers’ evaluation of the ad message, but do not necessarily overpower their judgments regarding the drug. Findings on the interactive effects suggest that direct-to-consumer advertisers must give a careful consideration to the right match of an endorser type and an emotional appeal to avoid any negative unintended effects. Implications for future research and practices f...

The Lonely Consumer: Loner or Conformer?

Despite the popularity of social networks and technologies that intend to enhance social interaction, more Americans feel lonely now than before. This research examines how loneliness affects consumers’ responses to consensus-related social cues in marketing contexts. Results from three studies show that lonely consumers prefer minority-endorsed products, whereas nonlonely consumers prefer majority-endorsed products. However, this pattern occurs only when consumers’ product preferences are kept private. When product preferences are subject to public scrutiny, lonely consumers shift their preferences to majority-endorsed products. Results also reveal the underlying mechanisms. Minority-endorsed products fit better with the feelings of loneliness, and this fit mediates the effect of loneliness and endorsement type (i.e., majority vs. minority endorsement) on product evaluations in private consumption contexts. Yet, when their preferences are subject to public scrutiny, lonely consumers are concerned about b...

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.