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Celebrity endorsement in promoting pro-environmental behavior
Journal of Economic Behavior and Organization, 2022 This study uses a large field experiment linked to actual behavior to evaluate the effects of an information campaign with and without celebrity endorsement on the use of single-use plastics.
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Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand
Journal of Brand Strategy, 2014Celebrity endorsements are a popular business-to-consumer promotion strategy in the UK as well as internationally. This is with good reason: they provide a very emotional approach to product promotion. The rational explanation for the increasing use of the famous in marketing campaigns is simple.
Hollensen, Svend +1 more
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Journal of Promotion Management, 2005
Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
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Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
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Celebrity Political Endorsement
Journal of Political Marketing, 2008Stephan C Henneberg
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Multiple Celebrity Endorsement
2016The use of multiple celebrity endorsers, to advertise a single brand, is becoming increasingly common. While the idea of using multiple endorsers is not entirely new, research on the topic is scant. This research contributes to the celebrity endorsement literature by introducing a previously unexplored dimension of source congruence: portfolio-brand ...
Yu, Sik Chuen (Max), Pappu, Ravi
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Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements
Journal of International Consumer Marketing, 2018Much of the academic literature suggests that 25%–30% of all advertising in western countries uses celebrities.
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“Fitness” marketing: Celebrity or non-celebrity endorsement?
Services Marketing Quarterly, 1997ABSTRACT This paper makes a beginning in the comparison of real ads on source credibility in the context of the marketing of “fitness” related goods and services. While the results establish the greater credibility of celebrity endorsed ads vis a vis non-celebrity endorsed ads in the context of the test product, the authors nevertheless empirically ...
Rajan Nataraajan, Sudhir K. Chawla
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2014
This scientific paper discusses answers to the question of wether negative media coverage on a celebrity endorser, affects the image of a promoted brand. An evaluation of the repercussions a celebrity’s negative image has on a promoted brand, shall lead us to determine the effects on the brand in question.
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This scientific paper discusses answers to the question of wether negative media coverage on a celebrity endorser, affects the image of a promoted brand. An evaluation of the repercussions a celebrity’s negative image has on a promoted brand, shall lead us to determine the effects on the brand in question.
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Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
Journal of Consumer Research, 1989This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed.
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Selection of celebrity endorsers
Marketing Intelligence & Planning, 2013PurposeThis paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally held assumption that endorser selection is usually taken care of by creative agencies, vetting several candidates by means of subtle evaluation procedures ...
Schimmelpfennig, Christian +1 more
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