Endorser Attractiveness Research Articles

Examining the impact of pharmacist professionalism and celebrity endorsers on dietary supplement purchase intention: the moderating role of product knowledge

PurposeThis study aims to explore how consumers’ purchase intentions concerning dietary supplements are affected by two pivotal factors: pharmacist professionalism and celebrity endorser attractiveness. In addition, this study investigates the moderating role of consumers’ awareness of product knowledge about dietary supplements in the relationship between brand trust and purchase intention.Design/methodology/approachThe research data was collected through online questionnaires from a convenience sample of 340 individuals residing in Taiwan. The research model, consisting of four hypotheses, was formulated based on a literature review. The partial least squares structural equation modeling technique was used for data analysis.FindingsThe findings indicate positive effects of both pharmacist professionalism and celebrity endorser attractiveness on dietary supplement brand trust. The results also suggest a significant impact of brand trust on purchase intention. Finally, product knowledge significantly moderates the relationship between brand trust and purchase intention.Practical implicationsThe findings from this study provide valuable insights for marketers, pharmacists and practitioners about the drivers of consumers’ dietary supplement purchase behavior. It will enable marketers to develop better strategies for the dietary supplement market segment.Originality/valueThis paper has made a significant contribution to the understanding of consumer buying intentions toward dietary supplements, addressing a gap in the literature. First, unlike previous research, this study considers both pharmacist professionalism and celebrity endorser attractiveness in the research model, effectively bridging this gap. Furthermore, this study identifies the pivotal role of brand trust as a critical factor in enhancing consumers’ purchase intentions toward dietary supplements, offering valuable insights for dietary supplement companies regarding consumer purchase decision-making.

Effect of Celebrity Credibility on Brand Passion and Brand Loyalty

The objective of this study is to assess how celebrity credibility influences brand passion and brand loyalty. Various statistical techniques were employed, including structural equation modeling, descriptive analysis, correlation, regression, reliability, and frequency analyses. Findings revealed that for customers of clothing brands, the expertise, trustworthiness, and attractiveness of celebrity endorsers were crucial predictors of brand loyalty. Additionally, the study found that brand passion positively influenced brand loyalty. Furthermore, brand passion significantly and positively mediated the connection between brand loyalty and celebrity endorsers. This insight is beneficial for companies that do not use celebrities or company management in their brand promotion strategies.The study was purely quantitative, employing closed‐ended questions with preset responses, which limited participants from offering feedback beyond the provided choices. Future studies might consider using a mixed‐method approach.

Effect of Celebrity Endorsement on Brand Loyalty: The Mediating Role of Brand Passion

The importance of current study is to find the effect of celebrity endorsement on brand passion and brand loyalty. Descriptive analysis, Correlation, Regression, Reliability, Frequency and Structure equation modeling applied in this analysis. An estimated hierarchical regression model was used to test the various hypotheses developed for the study. The findings showed that among consumers of clothing brands, factors such as celebrity endorsers' likeability, expertise, trustworthiness and attractiveness were important in determining brand passion. The outcomes further demonstrated that brand loyalty had positively impacted by brand passion. Finally, brand passion had a significant positive mediating role between the likeability and attractiveness of celebrity endorsers and brand loyalty.The resources were fewer otherwise surveys could be done all over Pakistan. Additional effects or consequences of brand passion could not be considered, like word-of-mouth and readiness to pay higher prices. Future research may need to take these outcomes into account.

Perceived tourism authenticity on social media: The consistency of ethnic destination endorsers

This study explores how ethnic minority destination endorsers as social media influencers impact tourists' perception of authenticity and destination image. It sets up a structural model between endorser consistency, tourists' perceived authenticity, destination image, and tourist satisfaction. Using textual analysis, questionnaires, and semi-structured interviews, four studies were conducted to analyse variable relationships and the influence mechanism. Results show that the endorser-destination congruence has a significant effect on tourists' perceived authenticity, while endorser-consumer congruence does not. Existential authenticity affects the destination's affective image and cognitive image, whereas objective authenticity only affects the cognitive image. The moderation effect of endorser attractiveness on endorser-destination congruence and existential authenticity is significant. This study extends tourism authenticity research from on-site to pre-visit authenticity perceived by social media followers. This study provides practical guidance for ethnic destinations to choose local endorsers on social media

The Effect of Self-Monitoring and Endorser Attractiveness on Online Video Advertising Responses

The Effect of Self-Monitoring and Endorser Attractiveness on Online Video Advertising Responses

The Effect Of Star Endorser Attraction, Credibility, And Expertise

Background: Advertising media are frequently employet as promotial media to disseminate information about produducts. The aspect of celebrity endorser's profile is their level of attractiveness, another aspect their credibility and domain knowledge. Purpose: This study aims to examine the effect of attractiveness, credibility, and expertise of celebrity endorsers on purchasing decisions. Method : Experimental research techniques are 59 participants were utilize as the experimental and 60 participants as the control. The data for this study were derived from responses of participants who had received various treatments prior to the distribution of the questionnair. Result : The variable attraction (X1) of the celebrity endorser to the purchase decision (Y) has a value of 0.011 and a significant t-count value of 4.891 at = 0.05 (one-way) t-table value of 1.986. The t-count value > the t-table. The credibility variable (X2) of the celebrity endorser to the purchase decision (Y) has a value of 0.085 and a significant t-count value of 3.426 at = 0.05 (one-way) table t value of 1.986. The t-count value > the t-table. The skill variable (X3) of the celebrity endorser to the purchase decision (Y) has a value of 0.051 and a t-count value of 2.416 is significant at = 0.05 (one-way) t-table value 1986. T-count value > t -table. Conclusion: The results in this study showed that the celebrity endorser variable (X1), credibility variable (X2) and skill variable (X3) had a positive and significant correlation effect on purchasing decisions (Y).

The Effect Of Star Endorser Attraction, Credibility, And Expertise

Background: Advertising media are frequently employet as promotial media to disseminate information about produducts. The aspect of celebrity endorser's profile is their level of attractiveness, another aspect their credibility and domain knowledge. Purpose: This study aims to examine the effect of attractiveness, credibility, and expertise of celebrity endorsers on purchasing decisions. Method : Experimental research techniques are 59 participants were utilize as the experimental and 60 participants as the control. The data for this study were derived from responses of participants who had received various treatments prior to the distribution of the questionnair. Result : The variable attraction (X1) of the celebrity endorser to the purchase decision (Y) has a value of 0.011 and a significant t-count value of 4.891 at = 0.05 (one-way) t-table value of 1.986. The t-count value > the t-table. The credibility variable (X2) of the celebrity endorser to the purchase decision (Y) has a value of 0.085 and a significant t-count value of 3.426 at = 0.05 (one-way) table t value of 1.986. The t-count value > the t-table. The skill variable (X3) of the celebrity endorser to the purchase decision (Y) has a value of 0.051 and a t-count value of 2.416 is significant at = 0.05 (one-way) t-table value 1986. T-count value > t -table. Conclusion: The results in this study showed that the celebrity endorser variable (X1), credibility variable (X2) and skill variable (X3) had a positive and significant correlation effect on purchasing decisions (Y).

Celebrity Endorsement and Purchase Intention: What Influenced Malaysian Youth Most?

The celebrity endorsement strategy has changed the way we think about marketing. This phenomenon has shaped a new advertising strategy which emphasis celebrity involvement to promote one product or/and services. In this regard, this paper aims to discover the influence of celebrity endorser attractiveness (ATT), celebrity endorser credibility (CRE), product match-up (PMU), consumer perception of quality (Qua), brand loyalty (Blo) towards Malaysian youth purchase intention (PI). A quantitative analysis was carried out and correlation research design was chosen for this research as the intention of this study is to see if a relationship does exist among celebrity endorser attractiveness (ATT), celebrity endorser credibility (CRE), product match-up (PMU), consumer perception of quality (Qua), brand loyalty (Blo) toward Malaysian youth purchase intention (PI). 138 respondents answered the questionnaire via online. Finding showed only three independent variables that are celebrity endorser attractiveness (ATT), product match-up (PMU) and consumer perception of quality (Qua) significantly contribute to the purchase intention. The study recommended that subsequent studies on celebrity endorsement should consider other age groups (e.g., adult). This study has also restricted itself to quantitative study. To provide deeper insights into the topic matter, it is recommended that subsequent studies should be conducted through qualitative research.

Effects of physical appearance of ad endorsers featured in gay-targeted ads, explained by endorser match-up and identification

Few studies have investigated the effects of using attractive endorsers in advertising in the context of ads targeting LGBTQ audiences. To address this research gap, this study investigates the underlying mechanisms that help explain the relationship between endorser attractiveness and advertising outcomes (interest in the ad and message attitudes): endorser match-up and endorser identification. The empirical study consists of a single-factor (three groups divided by their level of attractiveness), between-subjects experimental design, two LGBTQ-relevant advertisements, and 369 gay male participants. Our findings show similar effects between average and highly stereotypically attractive models (i.e., ASAMs and HSAMs), and strong evidence that average or high physical attractiveness would act as an effective match-up factor of gay-themed ads, and this in turn would increase attitudinal advertising outcomes. Similarly, individuals who identify with average- or good-looking endorsers report higher levels of interest in products associated with the respective endorsers. Despite the similar scores between ASAMs and HSAMs, they convey different associations, information that can be used in different advertising settings. Our main goal is to gain a better understanding of the gay male segment and help advertisers and scholars in delivering persuasive public service announcements.

Drivers of Celebrity Endorsement and Its Effect on Consumer’s Buying Behavior: A Case Study of FMCGs in Peshawar

Because of a business environment of cut-throat competition, companies must find ways to strike for survival and sustain a competitive position in the market. Celebrity endorsement is one of the strategies which companies frequently used to promote the brand thus enhance sales and ultimately increase market share. There are a number of researches which investigated the effects of celerity endorsement on consumers’ buying behavior. However, traits such as credibility, expertise attractiveness and compatibility of celebrity endorsers have not been investigated. Therefore, this research is to investigate effects of celebrity endorsement on consumers’ buying behavior. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. In general it was found that which trait of a celebrity is most significant in influencing consumer buying behavior. For instance the credibility, expertise, attractiveness and compatibility of the endorser were found to be the most important traits of the celebrity that can influence consumer buying behavior. Generally the effect of celebrity endorsement is found to have little direct impact on consumers’ purchase decision, yet it is still an effective strategy because it is suggested as a good way to grab consumers’ attention. This research also suggests some criteria for selecting the celebrity endorsers with the right attributes for their products. Therefore companies are recommended to conduct sufficient research in order to generate the best effect of a celebrity endorsement.

#Instafame: exploring the endorsement effectiveness of influencers compared to celebrities

A series of three studies explore the endorsement effectiveness of ‘macro’ influencers compared with ‘regular’ celebrities. Using multidimensional scaling, we provide evidence of perceptual differences between celebrities and influencers beyond endorser attractiveness, credibility, expertise, and familiarity. We further study conditions in which endorser type is more or less effective in evoking favorable ad-related responses via consumers’ inferences of an ad’s manipulative intent. The results show that influencer endorsements in social media need to be subtle to achieve greater effectiveness than celebrity endorsements. In contrast, intrusive advertising in social media is more efficient when done in collaboration with celebrities. No significant differences emerge for endorsements in regular ad formats, though endorsements may benefit from higher awareness levels of celebrities. The findings help marketers make better informed choices between celebrity and influencer advertising collaborations.

An extended source attractiveness model: the advertising effectiveness of distinct athlete endorser attractiveness types and its contextual variation

ABSTRACT Research question According to past research, the effectiveness of athlete endorsements of advertised products is low on average and strongly depends on the context. This article extends the source attractiveness model to examine two research questions: (1) How do multiple unexplored types of an athlete endorser’s attractiveness affect customer equity drivers? (2) How do these effects vary by the fit of an athlete endorser with the endorsed product and with the consumer’s gender and sports experience? Research methods This research uses hierarchical linear modeling of 1319 consumer evaluations of athlete-endorsed ads in Japan. Results and finding Among multiple types of an athlete’s attractiveness, an athlete’s success appeal, personality appeal, and athlete-product similarity, but not sex appeal, positively affect customer equity drivers. Due to gender roles, success appeal and personality appeal have stronger effects and athlete-product similarity has weaker effects for male athletes. Contrary to conventional wisdom, sex appeal is not more influential for female athletes. Reflecting sexual preferences in opposite-gender evaluations, a female athlete’s sex appeal has a stronger positive influence on male consumers, whereas a male athlete’s success appeal has a stronger positive influence on female consumers. A consumer’s sports experience enhances the influence of an athlete’s success appeal. Implications This research identifies a set of contextual moderators (athlete-product fit; athlete-consumer fit in gender and sports experience) of the effectiveness of different attractiveness types in athlete endorsements of advertised products. It provides guidelines on how to enhance the effectiveness of athlete endorsements by using different types of athlete attractiveness in different contexts.

Pengaruh Celebrity Endorser terhadap Perilaku Pembelian Produk Pangan Olahan di Jakarta

The development of the number of processed product businesses continues to increase requires business owners to market their products more effectively. One marketing method that is effective at this time is using celebrity endorsers. Celebrity endorsers as owners and advertisers in this study use social media Instagram to market their products. The processed food products published in this study consisted of Ayam Geprek Bensu, Mie Bangcad, Filosofi Kopi, dan Sang Pisang. The purpose of this study is to see the effect of celebrity endorser attributes on the intention and policy of purchasing processed products in Jakarta. Data were analyzed using the Theory of Reasoned Action (TRA) and TRA modification, namely attitudes and subjective norms to become celebrity endorser attributes, namely trustworthiness, expertise, attractiveness, respect, and similarity for consumer relations to processed food products in Jakarta. The basic research method used is descriptive and analytical methods with survey techniques. The location taking method is done purposively and the sample collection uses a purposive sampling method with 70 respondents taking samples. Data collection techniques by collecting and recording with data collection tools, namely online questionnaires using google forms. Data analysis method uses Structural Equation Modeling (SEM) with Partial Least Square (PLS) application using SmartPLS 3.0 software. The results showed that trustworthiness, expertise, attractiveness, and similarity are significantly has positive effect to the intention and consumer purchase intentions significantly increased positively on processed purchase products in Jakarta. The quality offered is not significant to the intention to purchase processed products in Jakarta.

Effect of celebrity athlete endorsement on sporting goods consumers' brand passion and loyalty

Although findings of prior studies have provided insights into brand–consumer relationships, there is a scarcity of investigation into the effect of an athlete endorser's credibility on consumers' brand passion and brand loyalty. Thus, we investigated the effects of an athlete endorser's attractiveness and expertise on both brand passion and brand loyalty of sporting goods consumers. Participants in our study were 178 Korean golf product consumers. Results revealed that athlete endorser attractiveness and expertise were both significant determinants of brand passion among golf product consumers. Results also confirmed that brand passion positively affected brand loyalty. Lastly, brand passion had significant positive mediating roles between athlete endorser attractiveness and expertise and brand loyalty. The study has contributed to advancing previous research on brand–consumer relationships by examining the effects of endorser source attractiveness and expertise on brand passion and brand loyalty among sporting goods consumers.

Mediating Role of Consumer Involvement between Celebrity Endorsement and Consumer Evaluation: Comparative Study of High and Low Involvement Product

Celebrity endorsement has been an important area of study from the perspectives of marketers as well as consumers. This research aims at developing and testing a model of celebrity endorsement with celebrity-product congruence and attractiveness as predictor variables, with consumer involvement affecting a consumer assessment of the brand and purchase intention. The research has been guided by current attention being given to the significance of celebrities for endorsing products. However, the same has not been duly explored in the context of celebrity endorsement, with consumer involvement as a mediating variable, and further its impact on consumers’ evaluation. The present research discusses the relationship effect of celebrity endorsement on consumers’ evaluation of the communication done through the celebrity endorsing the brand. The study highlights mediating role of consumer involvement for both high and low involvement products in formation of attitude towards advertisement and buying intention. Using mall intercept method, the data was collected from 246 respondents. Structural equation modelling was used for analysing the data using AMOS 22.0. The results indicate that consumer responses are maximised when endorser attractiveness and consumer involvement interact with each other. Also, it is observed that consumer involvement has maximum impact on attitude toward advertisement. The paper closes with theoretical and managerial implication.

Ethnic influences on attractiveness and trustworthiness perceptions of celebrity endorsers

This research examines how the commonality or difference in ethnicity between consumer and celebrity endorser affects the attractiveness and trustworthiness consumers ascribe to recognizable brand spokespersons. Three studies reveal two potential routes through which such effects arise. When the message was limited to simple endorser identification or when priming focused the consumer’s processing on his or her own felt ethnicity, common ethnicity facilitated favourable perceptions across both attractiveness and trustworthiness. In a more complete ad-processing environment, without specific priming of the consumer’s personal ethnic identification, more complex and variable attractiveness and trustworthiness judgments arose.

PENGARUH CREDIBILITY DAN ATTRACTIVENESS ENDORSER TERHADAP PROSES PEMILIHAN POLITEKNIK LP3I JAKARTA SEBAGAI TEMPAT KULIAH

<p><strong><em>Abstract</em></strong></p><p><em>Many Polytechnics, as vocational education providers offer education services even by providing guaranteed employment before graduating from college with attractive promotional programs, even by cutting celebrities. One side of the government has educated the public to continue their education on vocational education, but on the other hand, the number of Polytechnic enthusiasts remains much smaller than other forms of higher education. This study aims to determine the responses of respondents to the credibility and attractiveness endorsers of the Polytechnic LP3I Jakarta (PLJ), the PLJ selection process as a place of study, as well as the influence of PLJ credibility and attractiveness towards the PLJ selection process as a place of study. This research method uses descriptive verification method, with a regression analysis tool with SPSS 16. The results show that the credibility and attractiveness of PLJ endorsers as well as the PLJ selection process as a lecture place are responded well at a good level by respondents, besides that there is an influence from the credibility and attractiveness of PLJ endorsers to the PLJ selection process as a place of study.</em></p><strong><em>Keywords:</em></strong><em> Credibility, Attractiveness, Endorser, Selection Process.</em>

What is Beautiful is Good : An Evaluation of Effectiveness of Attractiveness in Celebrity Endorsements

The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of an advertisement. Attractiveness is one such celebrity characteristic that is widely studied by researchers in the field of marketing. However, still, literature failed to explain how attractiveness of celebrity endorsers influenced purchase intentions. This study tried to fill this gap by modelling the influence of celebrity attractiveness on purchase intention. It also evaluated the effect of respondents' gender on the model. The data collection for the study were carried out during March - June 2017. The study found that the effect of celebrity attractiveness on purchase intention was mediated by celebrity brand fit, attitude towards the advertisement, and attitude towards the brand. The study also evaluated the moderating effect of respondents' gender using chi- square analysis, which found no significant model difference among male and female respondents. These findings indicated that celebrity attractiveness created purchase intention in a mediated manner among the respondents, irrespective of their gender.

KOMUNIKATOR DALAM STRATEGI ENDORSEMENT (Studi Strategi Endorsement Produsen Kerudung Voal di Instagram)

AbstractThe increasing use of Instagram as a social media that is used as a marketing tool raises a new promotion strategy, namely endorsement. Veil producers use endorsers as communicators in this strategy. The selection of endorsers in this study was seen from two criteria, attractiveness and credibility. This study uses a descriptive research method with a qualitative approach. The study was conducted in May-August 2018 in Bandung. The subjects in this study were voal veil producers, Tina Krisnandy, the main owner of Rahina Indonesia and Delita Nursyahfitri Amalia, the owner of Syamaita. Subject research through purposive sampling. The conclusion of this study is that there are differences in the use of endorsement in both voal veil producers where for large producer endorsement is not the main strategy of promotion while for medium producer is the opposite. For producers the attractiveness factor of communicators is a great influence on consumers. As for consumers, despite recognizing the influence of the endorser's attractiveness, they also attach importance to credibility.Keywords : endorsement, endorser, communicator, attractiveness, credibility

What is not beautiful should match: how attractiveness similarity affects consumer responses to advertising

This study introduces the concept of attractiveness similarity, empirically examines its main effect and whether it moderates the effect of endorser attractiveness on consumer responses to advertising. The results show a positive main effect of attractiveness similarity over and above the mere effect of endorser attractiveness. In addition, a consistent moderating effect of attractiveness similarity on the effect of endorser attractiveness emerges: attractiveness similarity buffers against the less positive effects of lower levels of endorser attractiveness (i.e., it compensates for lower levels of endorser attractiveness). Overall, these findings reveal attractiveness similarity as a new variable in endorser advertising, which has important managerial implications. Advertising campaigns employing averagely attractive endorsers should pay special attention to attractiveness similarity.