Article2013

Disclosing Celebrity Endorsement in a Television Program to Mitigate Persuasion: How Disclosure Type and Celebrity Credibility Interact

58 citations0/0 files storedJournal of Promotion Management

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

Abstract

This experiment (N = 165) examined the effects of two aspects of in-program celebrity endorsement on brand attitudes and product claim acceptance: credibility of the celebrity and the effects of disclosure types. Although there is an increasing call for endorsement disclosures, the effects of these disclosures remained unstudied. This study, conducted in The Netherlands, showed that disclosure of the persuasive intent of in-program celebrity endorsements only resulted in reduced acceptance of product claims among viewers who did not perceive the celebrity in the endorsement as credible. This study has important implications for legislators.

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References

1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2004The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1999Celebrity Endorsement: A Literature Review 2008Exploring the relationship between celebrity endorser effects and advertising effectiveness 1994Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics

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2020Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post 2016“This is a sponsored blog post, but all opinions are my own”: The effects of sponsorship disclosure on responses to sponsored blog posts 2020Disclosing Influencer Marketing on YouTube to Children: The Moderating Role of Para-Social Relationship 2019A Call for Authenticity: Audience Responses to Social Media Influencer Endorsements in Strategic Communication

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