Endorsement Practice: How Agencies Select Spokespeople

Bayram Zafer Erdogan · Tanya Drollinger

43 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

ABSTRACT This research explores how an advertising agency selects a celebrity endorser. The study was conducted in two phases: in-depth interviews that helped the researchers have a greater understanding of the underlying process and a survey mailed to advertising agencies to better examine the steps of the model and test various hypotheses. A normative model of celebrity endorser selection was proposed as a guide for academics and practitioners alike. The model potentially can be useful at each step of the celebrity-endorser selection process.

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References

1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase 1995The Economic Worth of Celebrity Endorsers: An Event Study Analysis 1983Effectiveness of Celebrity Endorsers 1998Endorsers in Advertising: The Case of Negative Celebrity Information

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2019Celebrity endorsement in the world of luxury fashion – when controversy can be beneficial 2013Selection of celebrity endorsers 2021Big names and small price tags: an analysis of celebrity endorsement on consumers’ perceptions of price, quality, and intent to purchase 2015Effects of Sport Celebrity Transgressions: An Exploratory Study 2018Understanding Bad-Boy Celebrity Endorser Effectiveness: The Fantasy-Based Relationship, Hedonic Consumption, and Congruency Model

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