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Commentary: Celebrity Endorsers: Do You Get What You Pay for?

Mary Walker · Lynn Langmeyer · Daniel Langmeyer

53 citations0/0 files storedJournal of Services Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Examines the use of celebrity endorsement in advertising. Reviews the results of a recent study looking at the effect of a celebrity′s attractiveness, trustworthiness and expertise on product purchase intentions, and of one examining the relevance of physical attractiveness and other symbolic attributes of the endorser in relation to product meaning. Considers implications for marketing managers and concludes that further research is necessary.

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1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1971Semantic differential technique 1988Celebrity Endorsements-Scripts, Schema and Roles: Theoretical Framework and Preliminary Tests

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2014Modeling attitude constructs in movie product placements 2012The Effect of Advertisement Frequency on the Advertisement Attitude-The controlled Effects of Brand Image and Spokesperson's Credibility 2020Linking creating shared value to customer behaviors in the food service context 2010A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes 2009Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels 2003An alternate approach to developing a total celebrity endorser rating model using the analytic hierarchy process 2017Exploring meaning transfer in celebrity endorsements: measurement and validation

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