Article2018

The Relative Effectiveness Of Endorsers

14 citations0/0 files storedJournal of Advertising Research

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

Abstract

ABSTRACT Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular. Advertisements with ceos and founders are a fast-growing brand-endorsement tactic. Recent studies also indicate that ceos as business leaders influence consumers9 purchase intention. This study9s findings, based on a café brand and replicated for a hotel-and-pub company in the United Kingdom, indicate that when the identity of ceos and founders is signaled through their identity badge (i.e., their title and designation), consumers find an advertisement more effective than an advertisement with celebrities. Advertisements with founders as endorsers were found to be more effective for new products, whereas ceos as endorsers were more effective for existing products.

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References

1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 2000The Strategy-Focused Organization: How Balanced Scorecard Companies Thrive in the New Business Environment 1983Organizational Life Cycles and Shifting Criteria of Effectiveness: Some Preliminary Evidence 2004Brand Credibility, Brand Consideration, and Choice 2004Customer Satisfaction and Shareholder Value 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 2005Customer Satisfaction and Stock Prices: High Returns, Low Risk

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2023Short video marketing: what, when and how short-branded videos facilitate consumer engagement 2021Exploring the role of spiritual leaders as celebrity business founders and brand endorsers

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