Endorser Type Research Articles

OTC drug advertising in Japan: the role of need for cognition and celebrity endorser credibility

This research explores how the level of consumers’ need for cognition (NFC) is associated with celebrity endorser credibility and examines its effects on advertising-related attitudes. A 3 (endorser types: actor/actress, athlete, TV personality/talent) × 2 (endorser’s gender) factorial experiment with 435 Japanese consumers was conducted. Concerning Japanese OTC drug advertising, lower NFC individuals perceived celebrity endorsers as more credible in comparison to higher NFC individuals. The main effects of NFC and endorser type on endorser credibility existed; however, no interaction between the two variables was found. The endorser type had an influence on attitudes toward ads and the advertised brand.

Endorsement and visual complexity in food advertising on Instagram

PurposeThe purpose of this paper is to investigate the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels.Design/methodology/approachAn experimental design was conducted involving 180 undergraduate students from several universities in Surabaya, Indonesia. The participants had actively used Instagram for at least one year.FindingsFood ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts. Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising. However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities. Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions.Practical implicationsAs celebrities and higher levels of visual complexity result in more favorable responses to Instagram ads, food marketers need to consider increasing visual complexity when using celebrities in advertising by adding more objects, using more colors, objects, or textures and incorporating asymmetric elements in the advertisements.Originality/valueThis is one of the few studies comparing the effectiveness of celebrity and expert endorsers in Instagram advertising. Also, this research extends the existing knowledge about visual complexity in the context of social media advertising.

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of using influencer endorsements as compared to traditional celebrity endorsements is not well understood. Therefore, the present research investigated the impact of celebrity vs. influencer endorsements on advertising effectiveness (attitudes toward the advertisement and product, and purchase intention), moderated by product-endorser fit. Moreover, this research investigated two potential mediators underlying this relationship: identification (perceived similarity and wishful identification) and credibility (trustworthiness and expertise). Two experiments (N = 131, N = 446) investigated celebrity vs. influencer endorsers with good vs. poor fit with a beauty and a fitness product (Study 1), or a food and a fashion product (Study 2). Overall, our results showed that participants identify more with influencers than celebrities, feel more similar to influencers than celebrities, and trust influencers more than celebrities. In terms of advertising effectiveness, similarity, wishful identification, and trust mediate the relationship between type of endorser and advertising effectiveness. Product-endorser did not explain the relationship between type of endorser and any of the mediating and dependent variables. In all, our results show the added value of using influencer endorsers over celebrity endorsers and the importance of similarity, identification and trust in this process.

Celebrity endorsement in the world of luxury fashion – when controversy can be beneficial

ABSTRACTCan a negatively publicised celebrity endorser ever lead to favourable brand attitudes toward a luxury fashion product (i.e. a perfume)? An online experiment was conducted with a sample of 260 target-relevant female consumers where two factors were manipulated: the brand’s positioning objective (image reinforcement versus revitalisation) and the type of celebrity endorser (naturally versus incidentally controversial). Consumer attitudes towards the luxury fashion brand were generally more positive when the type of celebrity endorser was consistent with the brand’s positioning strategy, that is, when a naturally controversial celebrity endorses a brand with a reinforcement strategy and when an incidentally controversial celebrity endorses a brand with a revitalisation strategy. Furthermore, this effect was mediated by consumers’ appreciation of the celebrity-positioning match-up (i.e. the consistency between the celebrity’s persona and the brand’s strategy) but not by their perceptions of appropriateness (i.e. the traditional match-up hypothesis). Several implications suggested by these findings are developed.

The Use of Radio Advertorials in Spanish Radio Stations

Radio advertorials (RA) are long advertisements broadcasted within the programming and executed by journalists to imitate editorial content. An analysis of their presence, use and characteristics confirms that journalists and radio owners are not rigorous in the application of the codes of conduct that regulate this advertising feature in Spain. This work focuses on these rules and propose a matrix of variables, such as time slot, product category, type of endorser, advertiser identification, format and copy text style, which identifies these inappropriate practices in the sample under study. The results show that RAs are more prevalent during time slots with higher audience ratings and in programmes hosted by well-known radio personalities. Also, most RAs are embedded within the editorial content of programmes and are formatted as interviews, and their copy style is informative.

Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation

While a substantial body of research suggests that congruence between a brand's image and the consumer's self-image strongly impacts their attitude towards the brand, our research sheds new light on Chinese consumers and the self-congruence theory related to brand type (functional and symbolic brands that originate from Western countries) and celebrity endorser type (Western and Chinese). The findings confirm that both the functional brand and the symbolic brand not only appeal to the consumer's actual self, but also appeal to the consumer's ideal self. The current research is the first to show that a Chinese celebrity will lead to a higher perception of actual self-congruity and stronger attitude towards a functional brand compared to Western equivalents among Chinese consumers. It also shows that a Western celebrity will lead to a higher perceived ideal self-congruity among Chinese consumers when endorsing a symbolic brand. From these findings, the authors derive important theoretical and managerial implications.

Types of Endorsers and its Effect on Consumer Behavior of Convenience Goods (Case study: Student in Palembang, Indonesia)

Research objective – There are four main types of endorsers that can be used to deliver marketing communications, the types are: celebrities, ordinary people, expert, and corporate president. Each type has its own characteristics and selecting the right type endorser can influence consumer behavior on using productDesign/Metodhology/Approach – There are three factors used to test the effect of endorsers, namely: attractiveness, trustworthiness and expertise. This study is conclusive research by collecting primary data from 100 participants. Each participant was involved is the user of product and knowing every ad starring by endorser that using in this research. We use SEM analysis as technique to examine the effect between types of endorsers and consumer behavior.Findings – There is a different result on each type of endorser and its effect to their consumer behavior. On the attractiveness factor, only CEO type has affected (sign 0.008). While on trustworthiness factor, all factor has affected with expert type has the highest impact (0.016). And last, on the expertise factor, none of type of endorser that influence consumer behavior.Limitation – This research focused on how the consumer responds the ad at convenience goods. In consumer goods, emotional response caused by endorser more possible. Further research needs to explore how the consumer responds to shopping goods.Originality/value – This study compares four different types of endorsers, in which each endorser has its own characteristics, and is associated with consumer behavior

Participation vs. Effectiveness of Paid Endorsers in Social Advertising Campaigns: A Field Experiment

We investigate the participation and effectiveness of paid endorsers in viral-for-hire social advertising. Specifically, we investigate (i) how the financial incentive affects endorsers’ participation and effectiveness in paid endorsement campaigns, (ii) what types of endorsers are most effective in generating online engagements (likes, comments, and retweets), and (iii) whether that varies across types of engagements that require different levels of efforts from followers. We conduct a field experiment with an invitation design in which we manipulate both incentives and a soft eligibility requirement to participate in the campaign. The latter provides a strong and valid instrument to separate participation from outcomes effects. Since likes, comments, and retweets are count variables, and since potential endorsers can self-select to participate in multiple campaigns, we use a Poisson lognormal model with sample selection and correlated random effects to analyze variations in participation and effectiveness. There are three main findings. (1) Payments higher than the average reward a potential endorser received in the past do not increase participation, whereas lower payments decrease participation. Neither gains nor losses affect performance. (2) Potential endorsers who are more likely to participate tend to be less effective. (3) Which characteristics are associated with effectiveness depends on whether success is measured in likes, comments, or retweets. These findings provide new insights on how marketers can improve social advertising campaigns by better targeting and incenting potential endorsers.​

The Use of Different Endorser Types in Advertising: A Content Analysis of Magazine Advertisements

ABSTRACTMost of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser types identified by academic literature. This study seeks to close this research gap by analyzing German print advertisements. It finds that endorsement strategy in general is used much less than academic literature assumes, and that the relative significance of the different endorser types is incongruent to expectations. Moreover, the data suggest that, contrary to the literature's assumptions, credibility is not the most important underlying construct for endorsement advertisements, the endorser type used is frequently determined by the product category that is being advertised, and campaigns based on authenticity and similarity are gaining considerable importance in advertising practice.

Who is the attached endorser? An examination of the attachment-endorsement spectrum

While brand endorsement research has focused on endorsement effectiveness based on match-up and endorser’s appeal, there is limited understanding of how the type of endorser and type of endorsement interact to create perceptions of attachment of the celebrity to the product. We also examine the effect of this interaction on the three elements of source credibility – Attractiveness, Trustworthiness and Expertise. Consistent with attachment and source credibility theory, we find significant main effects of message type on attachment, source credibility components and purchase intention.

How Encouraging Niceness Can Incentivize Nastiness: An Unintended Consequence of Advertising Reform

Enacted in an effort to discourage negative political advertising, American regulations mandate that candidates endorse their ads (“My name is ___, and I approve this message.”). Four studies suggest that mandatory endorsements enhance the perceived credibility of some ads these regulations were designed to discourage. This research tests for what types of messages mandatory endorsements have this effect, and why. Mandatory endorsements boosted evaluations of policy-focused attack ads—those typically plagued by overcomeable skepticism—but had no consistent effect on positive or character-focused ads. Mandatory endorsements boost ad believability—largely outside of participants' awareness—for two reasons: (1) the tagline offers a legitimizing association with regulation and (2) the candidates' own personally delivered endorsement language offers an implicit promise of the ads' truth value. The authors discuss how these findings bring order to and extend previous work on mandatory endorsements and ironic effects of communications requirements. Finally, they consider how regulations could be reformed to promote the public good by informing (without misleading) the electorate.

Journalists as radio advertising endorsers in news or talk radio stations

This exploratory investigation studies the presence of journalists as advertising endorsers in news or talk radio stations when a mention or testimonial is embedded within programme, the characteristics of these advertisements, and the degree of their involvement with the message and the product and brand. The research analysed all programming contents from a sample of national stations, focusing on type, subject and length of endorsement, role of endorser, and frequency of brand mention and call to action. The results show that many cases do not respect the codes of conduct of the sector and bypass the distinction between editorial and commercial contents.

The Visibility of Saudi Celebrities in Media Advertisements: A Content Analysis of Celebrity Endorsements in Traditional and New Media Advertisements

Given the scant literature on the use of celebrity endorsements in advertisements targeting Middle East markets such as Saudi Arabia, this study is aimed at contributing knowledge through investigating the extent to which advertising agencies use this strategy to attract Saudi consumers. A qualitative content analysis of advertisements appearing in traditional print and visual media and on YouTube is conducted. Interestingly, the results show that none of the advertisements in traditional printed media utilize endorsements from Saudi celebrities. While a few Saudi celebrity endorsers appear in television and YouTube commercials, none is portrayed as an expert in the products advertised. In contrast, many embedded endorsements appear in YouTube shows targeting Saudi youths, and the celebrities in these shows are often YouTubers themselves. All three types of endorsements (explicit, implicit, and co-present) are used by these YouTubers, and they are all one-sided endorsements.

Preclinical biomarker qualification.

Biomarkers are ubiquitously used within drug development programs in both nonclinical species and in humans to assess safety and efficacy of novel compounds. To routinely apply such novel biomarkers with certainty, a well-defined data package is necessary for review and endorsement by regulatory agencies including the US Food and Drug Administration, European Medicines Agency, and Japanese Pharmaceuticals and Medical Devices Agency. This type of endorsement is known as regulatory qualification. Novel approaches are being applied to speed the process, lower the resource intensity, and increase the accessibility of biomarker qualification data and it is likely that consortia will continue to play a fundamental role in the qualification process by bringing together like-minded stakeholders focused on specific tools to accelerate drug development. This article will focus on learnings from the previous three nonclinical biomarker qualification projects, as well as discuss the progression of preclinical biomarker projects into the clinical qualification space and the current strategy for the use of nonclinical biomarker data in the translational qualification of clinical biomarkers; much like nonclinical information is used in the approval of drug development candidates. Impact statement This minireview provides an overview of the history of preclinical biomarker qualification by summarizing the three examples of this type of qualification with US Food and Drug Administration, European Medicines Agency, and Japanese Pharmaceuticals and Medical Devices Agency. In addition, an overview of the biomarker qualification process is included to educate key stakeholders with links to relevant white papers that provide information on current evidentiary considerations. The manuscript also provides new information on the evolution of the role that preclinical qualification plays in clinical qualification of biomarkers and the novel approaches that are being utilized to improve the process.

A comparative study of perceptions of destination advertising according to message appeal and endorsement type

ABSTRACTAs today’s world is flattening, the landscape of tourist destinations is becoming similar. In turn, an increasing number of destinations are seeking to effectively promote themselves. For these reasons, this study investigated the differences in the advertising effectiveness of destination promotions by message appeal and endorsement type. The main objective of the study was to compare the effectiveness of destination advertising by message appeal types and endorsement types respectively in order to determine the most effective type of advertising for promoting a destination. A questionnaire with hypothetical website advertising designs was used in a survey of inbound tourists to Korea of three different nationalities. To examine differences between the two advertising appeal types according to the type of offer, a series of t-tests were performed, whereas general linear model tests with repeated measures were carried out to detect the differences among the three endorsement types. The results revealed destination advertising effectiveness vary by both advertising appeal type and endorsement type. Such effectiveness was also found to vary by the message recipient’s cultural background. For destination marketers, these findings shed light on the importance of a well-curated message design by message appeal type and endorsement type.

Are Self-Endorsed Advertisements for Unhealthy Food More Effective Than Friend-endorsed Advertisements?

We examined how the effectiveness of interactive advertising varies according to product type and endorser type. Data were collected from 186 South Korean university students. The results supported our prediction that when people view self-endorsed advertisements for unhealthy food, the enhanced association between the self and the product leads to cognitive dissonance, which then results in self-justification, promoting a positive attitude toward the unhealthy food. We found that the effectiveness of interactive advertising depended on both product and endorser types. Participants exposed to self-endorsed advertisements for unhealthy food had a more positive attitude compared to participants exposed to friendendorsed advertisements. For healthy food, there was no significant difference between the effectiveness of self-endorsed or friend-endorsed advertisements. Theoretical and practical implications are discussed.

Beyond the Firm: Brand Endorsement, Reputation, and Marketplace Prominence

Management researchers have long been interested in the impact of endorsement on firm performance. While previous research has focused predominantly on how differences between endorsing parties moderates the impact of their endorsements on target firms, we seek to better understand the opposite side of the equation, namely how differences between firms influences the value of endorsements they receive. The present study examines endorsements within the major home appliance industry over the years 2006- 2015. We focus on a largely unexplored type of endorsement within the endorsement literature, specifically brand endorsement, and the impact that those endorsements have on market share growth. We argue that not only does receiving endorsement positively impact the performance of firms’ brands, but that the value of those endorsements are moderated by the brands’ own reputations and prominence in the market.

Promoting sport and physical activity participation: the impact of endorser expertise and recognisability

ABSTRACTThe match-up hypothesis suggests that a fit between endorser and a brand/product can lead to more favourable campaign results. This study explores the effect of endorser expertise and recognition on young adults’ attitudes, and intentions and perceived endorser-campaign fit related to social marketing campaign. A mixed methods sequential explanatory design was applied. The quantitative phase revealed that celebrity athlete endorsers had a more positive effect on participants’ attitudes in comparison with the celebrity non-athlete, unknown expert and unknown non-expert. The intention to participate was also highest for the celebrity athlete group. The perceived fit between the campaign and the celebrity athlete endorser was significantly higher than that for the other endorser types. Participation intention and attitude were not significantly different between sport versus physical activity campaign contexts. Thematic analysis of the qualitative data supported the quantitative findings that sport-based social marketing campaign can benefit from endorsement by a celebrity athlete.

An IMB model testing via endorser types and advertising appeals on young people's attitude towards cervical cancer prevention advertisement in Hong Kong

PurposeThe purpose of this paper is to test eight hypotheses to understand the relationship between information (Cervical Cancer Prevention (CCP) advertisements via endorser types and advertising appeals), motivation (attitude and effectiveness towards advertisements, audiences’ reported self-health consciousness, motivation to learn more information) and behaviour intentions (accept and intent to receive CCP vaccination) using the information-motivation-behavioural skills (IMB) model.Design/methodology/approachAn experimental study was conducted using a sample of 668 young people aged 18-25 in Hong Kong. Participants were asked to respond to questions relating to self-health consciousness, motivation to learn more information, attitudes and effectiveness towards the assigned print advertisements randomly drawn from a set of eight (4 × 2 full-factorial) experimental designs and behavioural intentions.FindingsResults revealed that celebrity endorsers had the most effective CCP ad appeal among young consumers regardless of advertising appeal in Hong Kong. The findings suggested that highly self-health conscious young people are motivated to learn more information about CCP and have a more positive attitude and effectiveness towards the CCP advertisement. Furthermore, effective advertisement predicts higher motivation and behavioural intention, whereas higher “self-health consciousness” and “motivation to learn more information” predicts more positive advertisement attitude.Originality/valueBy investigating young consumers’ attitude and effectiveness towards CCP advertisements, this paper aimed to expand the knowledge of previous studies and contribute to advertising theory by focusing on CCP aspects in Hong Kong context.

THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BUYING BEHAVIOR

The purpose of this study is to explore the impact of celebrity endorsement on consumer’s buying intentions. This study concentrated on discovering the thoughts of Pakistani customers about celebrity endorsement by analyzing the different characteristics of the celebrity endorsement with respect to consumer’s buying intentions. In this study we reviewed the former literature present on the topic of celebrity endorsement. That gives clear perception of different important prospects regarding this topic. In order to discover the impact of different attributes of celebrity on consumer buying behavior quantitative approach is applied. The data has been collected from 150 respondents with the help of structured questionnaire and analyzed by using software SPSS. It was find that some aspects of celerity endorsement like gender, attractiveness, credibility, endorser type & multiple celerity endorsement proved to be effective with respect to buying intentions while multiple product endorsement has negative relationship with consumer buying behavior. In the end the study proves that the overall impact of celebrity endorsement on consumer’s buying intentions is positive. Keywords: Celebrity endorsement, Celebrity endorser, Purchase intentions, Consumer buying behavior, Celebrity endorsement in Pakistan