Article2008

Exploring the relationship between celebrity endorser effects and advertising effectiveness

Clinton Amos · Gary R. Holmes · David R. Strutton

805 citations0/0 files storedInternational Journal of Advertising

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

Abstract

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.

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References

1994The Commitment-Trust Theory of Relationship Marketing 2015Methods of Meta-Analysis: Correcting Error and Bias in Research Findings 1991Meta-Analytic Procedures for Social Research 1994Meta-Analytic Procedures for Social Research.1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1995The Handbook of Research Synthesis.1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods

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