Effects of Celebrity Endorsers’ Attractiveness and Expertise on Brand Recall of Transformational and Informational Products

Abstract

Many companies invest a considerable amount of their marketing budget in paying celebrities for their engagement in advertising campaigns. Celebrities promote brands of different product categories, ranging from consumer goods like sport shoes (e.g., Nike) over financial services (e.g., American Express) to pharmaceuticals (e.g., Bayer Aspirin). More than ten years ago, every fourth US commercial featured a celebrity (Erdogan 1999; Shimp 1997). It is assumed that this fraction has even increased since then. These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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