Articlegreen2009

The Relative Effectiveness of Celebrity Endorsement for Print Advertisement

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

Abstract

The paper reports an experiment that investigates the effect of celebrity endorsers with good or bad fit, an unknown endorser, and compares this to an endorser free control condition. The relative effectiveness of celebrity endorsement is investigated on the basis of Spears and Singh (2004) and the meaning-transfer-model of McCracken (1989). In a pre-test study the fit between products and different celebrities was investigated. On the basis of these results different combinations of advertisements, high and low involvement products and ‘high’ fit score and ‘low’ fit score for celebrity were compared with the combinations without an endorser, and with an unknown (no celebrity) person. The experiment shows that celebrity endorsement is not always effective. This result was also found for the advertisements with the endorsement of celebrities who were found to match best with the products at hand. The results of this experiment therefore suggest that the considerable amounts invested in celebrity endorsement deserve serious consideration.

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References

1997Dimensions of Brand Personality 1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 1982Self-Concept in Consumer Behavior: A Critical Review 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1997ATTITUDES AND ATTITUDE CHANGE 2017Communication And Persuasion 2004Measuring Attitude toward the Brand and Purchase Intentions

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2023The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour 2017Celebrity Endorsement Influence on Brand Credibility: A Critical Review of Previous Studies 2018Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements 2019Mediating Role of Consumer Involvement between Celebrity Endorsement and Consumer Evaluation: Comparative Study of High and Low Involvement Product 2017Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and Product Involvement: An Experimental Study

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