Article2010

Identifying the Attributes of an Effective Restaurant Chain Endorser

Vincent P. Magnini · Cristel Garcia · Earl D. Honeycutt

53 citations0/0 files storedCornell Hospitality Quarterly

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

Abstract

Given the prevalence of using celebrity endorsers as part of restaurants’ merchandising promotions (and the potential complications), this study examined the following preferences of a consumer panel of 278 respondents: (1) their favorite chain restaurant, (2) a celebrity who would be an effective endorser for the chain, and (3) a primary reason for selecting this endorser. Based on their responses, the leading driver for an effective restaurant chain endorser was congruence between the image and values of the celebrity endorser and those of the restaurant brand— in other words, a good fit. Celebrity power was the second most important factor for selecting a celebrity endorser, followed by an individual’s perceived ability to relate to the endorser. Based on a novel demographic analysis, the study found that parents were significantly more likely to consider the match of an endorser’s image and values, women and younger persons relied more heavily on physical attractiveness, and older respondents and less frequent diners focused more on trustworthiness.

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1968The Discovery of Grounded Theory: Strategies for Qualitative Research.1992Basics of Qualitative Research: Grounded Theory Procedures and Techniques.1993Basics of Qualitative Research: Grounded Theory Procedures and Techniques 1968The Discovery of Grounded Theory: Strategies for Qualitative Research 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 1970Marketing Research 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

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