Multiple Endorsements Research Articles

One independent or many independent? The relationship among self-construal, number of brand endorsers, and brand attitudes.

It was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers' quantity has not yielded a uniform consensus. The previous research about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endorser characteristics, paying less attention to the impact of cultural factors, particularly self-construal. This study delves into selecting brand endorsers across diverse cultural regions for the same brand. Drawing on the principles of self-consistency theory and self-construal theory, our research, conducted through three distinct experiments, reveals that consumers tend to hold more favorable opinions about brands endorsed by a single individual. Furthermore, self-consistency emerges as a crucial mediating factor in this phenomenon. Additionally, self-construal is an essential factor among consumers from various cultural backgrounds. Consumers with an independent self-construal exhibit more favorable brand perceptions when it comes to single-endorser brands compared to their counterparts with an interdependent self-construal. Conversely, individuals with an interdependent self-construal demonstrate a more positive disposition towards brands with multiple endorsers than those with an independent self-construal. This research not only enriches and extends our theoretical understanding of the impact of the number of brand endorsers on consumer brand attitudes but also provides valuable practical insights for optimizing the selection of brand endorsers for companies.

The Utilization Profiles of Comprehensive School Mental and Behavioral Health Needs Among Adolescents.

Schools have become a primary access point for mental health services to cover the gap between need and service utilization that has long existed, particularly among vulnerable populations. This study aims to identify the profiles of comprehensive school mental and behavioral health system (CSMBHS) needs and examine related characteristics. We used the 2019 National Survey of Drug Use and Health (NSDUH) collected from a nationally representative sample in the United States. The sample included 6th through 12th-grade adolescents who had received CSMBHS services in the last 12 months (N=1346). The study conducted latent class analysis and multinomial logistic regression using Vermunt's 3-step approach. The analysis identified 3 profiles of student CSMBHS service need: depression needs (42%), multiple endorsements in most needs (depressed, friend, and school problems; 6.5%), and low endorsement (51.4%). Findings suggest that the profiles differed by age, a lifetime major depressive episode, family income, and use of other mental health services. Emphasis should be placed on proactively identifying student needs and advocating for appropriate interventions based on student needs. The study reveals important information regarding how schools best support students in need and in seeking services.

Impact of Antecedents of Celebrity-Product Congruence on Value Transfer and Purchase Intention: Moderating Effect of Cognitive Strength and Over-endorsement

ABSTRACT This research explores the effect of celebrity components – entertainment, attractiveness, intense attachment, and celebrity-product congruence – on consumers’ value transfer and their purchase intention. Further, the research focuses on understanding the situation of multiple endorsements and ascertains the over-endorsement effects on consumer buying intention. Besides these, the study also evaluates the moderating effect of cognitive strength on shoppers’ purchase intentions. Highly recognized and lesser-recognized brands were used to demonstrate the presence of over-endorsement impact on shoppers’ purchase intentions. Data were collected using the survey instrument from 267 respondents. Two-step structural equation modeling was carried out for analyzing the data. The findings suggest that celebrity components play a vital role in influencing consumers’ buying intention and over-endorsement negatively influences shoppers’ purchase intentions. This research provides new knowledge about celebrity endorsement among consumers who have a different familiarity with these brands. The present study thus contributes to the existing literature by examining how the relationship between consumer and celebrity is influenced by various celebrity components along with the moderating effects of cognitive strength and over-endorsement.

Exploring the Existence of Distinct Subclasses of Intimate Partner Violence Experience and Associations with Mental Health

Intimate Partner Violence (IPV) is a worldwide societal concern. Adversities such as IPV are known to impinge upon mental health and socio-economic development. However, much of the existing literature addresses single or dual constructs of IPV abuse rather than capturing the more common polyvictimisation experience and how they impact on mental health. Using a Northern Irish university student sample (n = 753), latent class analysis was employed to examine distinct patterns of IPV experience stratified by gender (n = 184 males (24.44%); n = 569 females (75.56%)). Regressions were then employed to assess whether there were differential associations between the latent classes of IPV and a range of mental health outcomes. While a greater number of females reported experiencing IPV, patterns of IPV victimisation across gender were found to be similar. Results indicated that three latent classes were optimal across both genders; one characterised by Low or no IPV (males: 48.37%; females: 56.24%), another characterised by predominantly physical and emotional denigration (males: 34.24%; females: 27.42%), and a third characterised by multiple endorsements of different types of IPV (males: 17.39%; females: 16.34%). Differences in mental health outcomes across gender are noted. Classes characterised by multiple forms of abuse report an increased risk of mental health outcomes including posttraumatic stress disorder, anxiety and depression but not alcohol use. The study extends the existing literature which highlights the importance of acknowledging psychological and emotional abuse (PEA) as a significant abuse type in the IPV experience. The study also reaffirms the need for definitional clarity and development of standardised measurement tools of PEA within the research context and beyond.

Are many too much? Examining the effects of multiple influencer endorsements from a persuasion knowledge model perspective

Advertisers report avoiding collaborations with influencers who endorse a large number of brands because they fear the negative outcomes of such over-endorsements. Yet many popular influencers endorse far more than one brand. Earlier research on multiple endorsements by celebrity testimonials and their effects on both brand and endorser evaluations produced mixed results. This article investigates the consequences of multiple endorsements in an influencer context. We conducted a between-subjects online experiment in which we varied the number of brand endorsements (one, three, seven endorsements) presented by an influencer. Results show that multiple influencer endorsements affect the performance of evaluative persuasion knowledge and subsequent coping behaviors, which in turn negatively affect brand attitude and perceived influencer authenticity. Coping with influencer endorsements is generally moderated by participants’ parasocial relationships with the influencer. However, parasocial relationships appear not to be relevant in specifically processing multiple endorsements. Based on these findings, we discuss theoretical implications for researching influencer marketing from a persuasion knowledge model (PKM) perspective.

The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product

PurposeEndorsement research has focused primarily on determining the effectiveness of single endorsers, whereas marketing practice shows that companies usually engage multiple endorsers to promote their brands and products. As academic evidence for multiple endorsers is limited and extant findings are ambiguous, the purpose of this study is to determine the influence of different multiple endorser combinations on consumers' purchase intentions for a sports-related product endorsement and to identify whether endorser-product congruence and consumers' involvement with the endorsed product moderate endorsers' influences.Design/methodology/approachTwo-hundred thirty-three useful responses were collected to an online experiment, and endorsers' direct and indirect influences on consumers' purchase intentions were analyzed in serial mediation analyses. Potential moderating effects of endorser-product congruence and consumers' involvement with the endorsed product were tested in moderated regression analyses.FindingsThe study's findings show that using multiple endorsers has an overall positive influence on consumers' purchase intentions, which is mediated by their attitudes toward the advertisements and the endorsed brand. Endorser-product congruence moderates an endorsement's effectiveness, whereas a moderating effect of consumers' product involvement was not supported.Originality/valueThis study adds to the extant body of endorsement research by confirming the overall effectiveness of using multiple endorsers to influence consumers' intentions to purchase the endorsed product. In addition, by showing that endorser-product congruence determines endorsers' effectiveness in a multiple endorser context, the study extends the current research perspective and provides practical implications for marketing professionals on how to combine multiple endorsers.

멀티 브랜드 및 멀티 광고모델 스포츠 스폰서십 효과

멀티 브랜드 및 멀티 광고모델 스포츠 스폰서십 효과

Exploring the Impact of Celebrity Endorsements on The Attitudes And Purchasing Intention in Instagram

The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI) in single and multiple celebrity endorsement formats. Questionnaires were administered on a sample of 79 respondents. The data were analyzed using proportion test and Structural Equation Modeling analysis. The results suggest there were no significant differences in consumer perceptions and attitudes in single and multiple celebrity endorsements. Credible celebrities were proven to have direct effects on positive attitude towards endorsements and purchase intention, but the impacts were inconsistent in influcencing the attitude towards brands. Keywords: celebrity credibility, celebrity endorsement, consumer attitudes, purchase intention

Marketing communications via celebrity endorsement: an integrative review

Purpose The purpose of this paper is to perform an integrative analysis, mapping the main areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of subject subareas and a research agenda for the topic. Design/methodology/approach The research was divided into two stages: the first was a systematic review of literature, and the second consisted on complementary information based on the generation and analysis of the maps elaborated by the VOSviewer software based on the data collected. The searches for the data occurred between the months of January and March of 2017. Findings The paper provides a decentralization framework in terms of authors regarding the celebrity endorsement. The country with the largest number of research works in the area is the USA; also, the paper reveals the most cited document, also the main journals about the theme, the main keywords, the main authors and their discussions. Thereafter, the paper presents tables containing the main author’s and respective theme inside celebrity endorsement. Research limitations/implications One possible limitation of the research is that it was performed only in the Scopus database, and it may be suggested as future searches that other databases are included as well. Practical implications The results of this paper can serve as a facilitating guide for researchers and for managers that want to know more about the topic. Originality/value A categorization table was proposed containing the subthemes of celebrity endorsement that were discussed in the last 20 years and a list of their respective authors, including the following subjects: cultural comparison, congruence, adverse effects, efficacy and intention to purchase, marketing destinations, social media, models and reviews, multiple endorsements, social policy, values of brand/economic.

The Effects of Multiple Endorsements of a Celebrity Spokesperson on Advertising Evaluations

Background/Objectives: A celebrity endorser is a person with public recognition (such as a sports player, performer, business person or cartoon character) who does not necessarily have professional knowledge about the products being advertised. Methods/Statistical Analysis: The use of a celebrity endorser enhances consumers' memory of advertising messages by drawing more positive responses for the product evaluation or attitude toward advertisement. This experimental study analyzed the effects of multiple endorsements of a celebrity spokesperson on advertising attitude, brand attitude, purchase intention and attitude toward endorser. Findings: A total number of 287 college students were recruited as research participants. A total of 9 sections of the experiment were conducted, each involving at least 30 participants. The results showed that an advertisement is more effective when a celebrity endorser is appointed exclusively for that advertisement than when a celebrity endorser is appointed who makes multiple endorsements. Based on the results of the study, theoretical and practical suggestions are made regarding a celebrity spokesperson's multiple endorsements in advertising. Application/Improvements: The results of this research are expected to provide basic data, both theoretically and practically, concerning the effect of multiple endorsements of a celebrity spokesperson.

The Managerial and Economic Effects of Celebrity Endorsement on Consumer Purchasing Intentions

Despite the fact that celebrity endorsement brings up some risks, it has been used quite extensively in the present era and it is a method to reach competitive advantage by companies. The economic effects for companies are obvious. This study focuses on examining the relationship between a set of variables (gender, credibility, attractiveness, type, multiple endorsements and multiple product endorsement) that were identified during the literature review as characteristics of the TV advertisings and consumers purchasing intentions. A questionnaire survey was applied. This study is based on a sample of 285 young respondents. Respondents answered two sets of questions after viewing an advertisement of a specific product featuring one or more endorsers. A quantitative approach has been adopted to investigate the relationship between the purchase intentions and the perceptions of the six characteristics of celebrity endorsement mentioned above. Results revealed that all the characteristics of celebrity endorsement analyzed had a positive impact in consumers purchasing intentions, however some of them were quite low. This study has an approach with relevant consequences for companies, either economic or managerial, bringing room to analyze and to discuss the related coming up managerial implications.

More Isn't Always Better: Exploring the Influence of Familiarity When Using Multiple Celebrity Endorsers

Marketers continually employ celebrity endorsers as a promotional tactic to enhance brand awareness and increase sales. Frequently, companies will use multiple celebrities to endorse the same product, but feature them individually across a series of concurrent advertisements. While this tactic is often used in practice, its effectiveness has not been thoroughly examined within the academic literature. Our research investigates the value of using multiple concurrent endorsers and the moderating role that celebrity familiarity has on attitudes toward the brand and purchase intentions. Results suggest that using multiple endorsers concurrently is not always the best approach.

English

  In India today, the use of celebrity for advertising in companies has become a trend and a perceived winning formula of corporate image-building and product marketing. This phenomenon is reflected in the recent market research finding that 8 out of 10 TV commercials scoring the highest recall were those with celebrity appearances. Today 'celebrity endorsement' has attracted immense debate on whether it really contributes to the brand building process or whether it is just another tool to make the brand more visible in the minds of the consumers. For example, with the Cadbury's worm issue, the brand wanted to build a trust amongst the customers in order to regain its market share. They chose Amitabh Bachchan as an endorser to build that trust and in order to regain their market share. According to the sales data, it was found out that the right celebrity selection gave the right results to them. Firms invest huge amounts as advertising expenditure for hiring the right celebrity. However, there lies uncertainty with respect to the returns that the company might be able to garner for the brand. For example, the Bachchans were endorsing Maruti Versa but this campaign, in spite of the Bachchans being there, was a failure and indirectly the brand was a failure. The consumers were not able to accept the fact that Amitabh Bachchan could ever drive a B-segment car. From the above examples, it can be stated that there should be a synergy between the brand and the endorser. The issue of matching the values of the celebrity with the brand values is also very important, that is, getting the right celebrity to endorse the right brand. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source. This makes endorsement as one of the indictors of quality for any brand. If the celebrity is involved in multiple endorsements, it tends to create confusion among consumers and hence negatively affects the perception of the advertisement and the brand. Hence, to say clearly whether the practice of celebrity endorsement impacts positively or negatively to the brand still remains a debate.   Key words: Celebrity, advertising, customer, endorsement.

Who Benefits from Multiple Brand Celebrity Endorsements? An Experimental Investigation

Advertisers commonly use celebrity endorsers to increase the effectiveness of advertising in persuading consumers. In many cases, these celebrities endorse more than one brand. Little is known, however, about the benefit to brands from these multiple endorsements by the same celebrity. This research applies classical conditioning theory to an exploration of multiple brand endorsements by a single celebrity, and examines how brand concept consistency between endorsed brands affects consumers’ evaluations of the endorsed brand. The findings, over two separate studies, indicate that exact and high concept consistency between endorsed brands positively influences consumers’ attitude toward these brands.

Impact of celebrity endorsements on youth purchase decisions: A study on Indian youth

The youth of a country are conscious of self and the products and services they consume. They do everything to stay in the limelight. Originality may come packed with some risks and thus take an easy tested route as already tried out by their favorite celebrities. The youth of today are influenced by a lot of factors and specially the fancy world around them. Celebrities from films and sports specially play a role in the life of these youth. The youth look upto these celebrities as their role models and closely follow them. Whether it is following their dressing style or their look or whether it is emulating their hairstyle or repeating their statements, the celebrities globally have been able to attract the attention of the youth. The celebrities are the part of the so called popular culture of a country and India is no exception. The marketers are trying to capitalize this and hence are using celebrity endorsements to attract the attention of customers towards their offerings.Attraction, attention, interest and a lot more these celebrities have the power to induce this and much more in the product they endorse. Celebrities when endorse a product or a brand tend to give that value cushion to the overall perception of the product/brand in the mind of the customer. Does the image of the celebrity have any impact on the image of the product? Do Multiple product endorsements lead to confusions in the mind of the customers are some questions the This paper tries to study if celebrity endorsements have any impact on Youth purchase decisions. This also aims to study if characteristics of the product/services and the characteristics of the endorsing celebrity should have any connection.

Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention

This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while controlling for celebrity attractiveness, familiarity and match-up. Results show strong attachment to a celebrity encourages positive attitude towards the advertisement and brand regardless of the number of endorsements. A significant interaction effect is found for purchase intention, suggesting that both attachment and the number of endorsements influence likelihood of purchase. When consumers are more attached to a celebrity and view that celebrity endorsing multiple brands, this negatively impacts their purchase intention. Yet, when consumers have a weak attachment, their purchase intention is increased with multiple endorsements.

Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes

This paper investigates the effects of source congruence on brand attitudes in two situations: multiple brand endorsements by one celebrity and multiple celebrity endorsers of one brand. Under low involvement conditions, brand attitudes become more negative as a celebrity endorses multiple brands and more favorable with multiple endorsers. In high involvement conditions, strong source congruence overrides the negative effect of multiple brands, and the positive effect of multiple endorsers is found only with strong congruence. We interpret these results as suggestive of a frequency knowledge cue that dominates under low involvement but is non-diagnostic in high involvement scenarios.

Increasing Response Rates in Mail Surveys Without Increasing Error

Self-administered mail surveys remain one of the most common methods of collecting data in social science research. Not only are mail surveys cost-effective, they also enable researchers to gather both quantitative and qualitative data from elite policy makers as well as everyday citizens. However, no matter how well the research is designed or how interesting the questions are, it is all of little use if the population fails to respond. Accordingly, in an effort to increase response while decreasing the error associated with nonresponse, the following article argues for the careful integration of multiple contacts and endorsements when surveying elite policy makers. Such an approach is consistent with the Tailored Design Method and was used in a recent survey of chief prosecutors in four states. Response rates reached as high as 90% in one of the states, with an overall response rate of 76% across the four states.

"And Now for the Main (Dis)course..."

"And Now for the Main (Dis)course..."

The Changing Faces of Somatization

The prevalence of several diseases popularized by the media is examined in a group of 50 consecutive patients allegedly suffering from environmental hypersensitivity disorder. Ninety percent of patients reported suffering from at least one other "fashionable" condition, including food allergies that cause psychological symptoms, postinfectious neuromyasthenia, candidiasis hypersensitivity, and severe premenstrual syndrome. Each of the conditions named above was endorsed by at least 50% of patients. Multiple endorsements were common, and the patients' attribution of the etiology of their symptoms varied with time. Physicians must become adept at identifying and managing somatizing patients, and the public must be educated about somatization and provided with reliable information about "fashionable" illnesses.