Article2016

Effects of Patriotism and Celebrity Endorsement in Military Advertising

14 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 study investigates the influence of patriotism and celebrity endorsement on advertising effectiveness. College students (N = 201) participated in a 2 × 2 (patriotism: high vs. low × congruence between a celebrity and the military: high vs. low) experiment. To manipulate the subjects' patriotism levels, two video clips were used and to induce congruence, two versions of U.S. Army advertisements were created. The results indicate that patriotism and congruence combined affect advertising effectiveness by increasing favorable attitudes toward military advertising, attitudes toward the military, and behavioral intentions to provide positive word of mouth (WOM) regarding the military.

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1996The Behavioral Consequences of Service Quality 1986The Elaboration Likelihood Model of Persuasion 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1997ATTITUDES AND ATTITUDE CHANGE 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 2004Conceptualizing and researching employer branding 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

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