Journal articles: 'Celebrity advertising'

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Kaikati, Jack G. "Celebrity Advertising." International Journal of Advertising 6, no. 2 (January 1987): 93–105. http://dx.doi.org/10.1080/02650487.1987.11107007.

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Kim, Taehee, Hyo Min Seo, and Kyungro Chang. "The impact of celebrity-advertising context congruence on the effectiveness of brand image transfer." International Journal of Sports Marketing and Sponsorship 18, no. 3 (August 7, 2017): 246–62. http://dx.doi.org/10.1108/ijsms-08-2017-095.

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Purpose The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image. Design/methodology/approach This study investigates the effect of the advertising context, which is the background of the ad provided by the vehicle carrying it, in transferring a celebrity athlete’s image. Findings The results indicate that the presentation of a celebrity athlete in an advertising context that is congruent with the professional expertise of the athlete enables the more effective transfer of the athlete’s image to the brand’s image compared with the incongruent advertising context. In addition, the findings suggest that image attributes perceived as belonging to the professional expertise of an athlete are transferred more effectively by a context-congruent advertisement, while image attributes based on the sociocultural influence of an athlete show no difference in image transfer based on the advertising context. Originality/value Although the advertising context has been thought to influence advertising effectiveness, no specific research has thus far analyzed the relationship between image transfer and the advertising context in the sports marketing literature.

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Muda, Mazzini, Rosidah Musa, and Lennora Putit. "Celebrity Endorsement in Advertising: A double-edged Sword." Journal of ASIAN Behavioural Studies 2, no. 3 (April 1, 2017): 21. http://dx.doi.org/10.21834/jabs.v2i3.188.

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The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity’s attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity’s qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy. Keywords: clutter, celebrity endorsement, benefits, risks © 2017. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BYNC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

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Thomas, Tijo, and Johney Johnson. "The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit." Vision: The Journal of Business Perspective 21, no. 4 (October 20, 2017): 367–74. http://dx.doi.org/10.1177/0972262917733174.

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The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants ( N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity’s expertise, celebrity brand fit, attitude towards advertisement, attitude towards brand and purchase intention. Path analysis was used to evaluate the hypothesis. The study found that celebrity expertise has got a very significant influence on purchase intention indicating that the practitioner should focus on celebrity’s field of expertise before deciding on the endorsement. The study also found that influence of celebrity brand fit on purchase intention is mediated by the attitude towards advertisement and attitude towards the brand.

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Rossiter, John R., and Ale Smidts. "Print advertising: Celebrity presenters." Journal of Business Research 65, no. 6 (June 2012): 874–79. http://dx.doi.org/10.1016/j.jbusres.2011.01.010.

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Melati, Ina, Teddy Indira Budiwan, and Haryadi Sarjono. "The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia." International Journal of Engineering & Technology 7, no. 4.4 (September 15, 2018): 30. http://dx.doi.org/10.14419/ijet.v7i4.4.19602.

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This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.

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Ha, Nguyen Minh, and Nguyen Hung Lam. "The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention." International Journal of Economics and Finance 9, no. 1 (December 14, 2016): 64. http://dx.doi.org/10.5539/ijef.v9n1p64.

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Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrity’s attractiveness that make a big impact on brand awareness and customer behavior. This study analyzes the effect of celebrity endorsement on customer’s attitude toward brand as well as the effect of customer’s attitude toward brand on customer’s purchase intention in Vietnam. A survey was conducted with 306 individuals in Vietnam. After conducting the explanatory factor analysis (EFA), and multi-variable regression analysis, results indicate that customer’s attitude toward brand is positively affected by 03 factors: celebrity match-up congruence with the brand/product, celebrity trustworthiness, and celebrity expertise. Attitude toward brand also has a positive impact on customer’s purchase intention.

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Mukti Aji, Lintang Pamugar. "The Influence of Celebrity Endorser and Attitudes on Advertising towrads Attitudes on Brand and Repurchase Intention." International Journal of Social Science and Business 2, no. 2 (December 5, 2018): 46. http://dx.doi.org/10.23887/ijssb.v2i2.16205.

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The purpose of this research was to analyze the effect of celebrity endorser and attitude toward advertising on attitude toward brand and repurchase intention. This research used design explanatory. Population were IM3 prepaid card customers in Surakarta. The sampling technique was convenience sampling with 100 respondents. Techniques of data collection used observation, documentation, questionnaires and literature study. Analysis used validity test, reliability test, t-test, f-test, R Square test and path analysis. The results showed that celebrity endorser significant affected on attitude toward brand. Attitude toward advertising significant affected on attitude toward brand. Celebrity endorser significant affected on repurchase intention. Attitude toward advertising significant affected on repurchase intention. Attitude toward brand significant affected on repurchase intention. Celebrity endorser and attitude toward advertising affected on attitude toward brand simultaneous. Celebrity endorser, attitude toward advertising and attitude toward brand affected on repurchase intention simultaneous. The coefficient of determination of total results (R2) was 59,0% so repurchase intention can be explained variable celebrity endorser, attitude toward brand within attitude toward brand as a intervening variables and the remaining 41.0% was explained variables outside the model. Celebrity endorser is a proven direct and indirect effect on repurchase intention.

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Lee, Jung-Gyo, and Jaejin Park. "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement." International Journal of Sports Marketing and Sponsorship 16, no. 1 (October 1, 2014): 50–69. http://dx.doi.org/10.1108/ijsms-16-01-2014-b005.

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The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.

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Zhang, Ke, and Kineta Hung. "The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing." Sustainability 12, no. 15 (August 2, 2020): 6215. http://dx.doi.org/10.3390/su12156215.

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Celebrity endorsement has been regarded as an effective strategy for enterprises to implement sustainable marketing strategies. However, frequent use of celebrity ads renders consumers skeptical of the ads’ and celebrity’s profit-making intent, which may adversely affect the sustainable marketing of the brand. This has given rise to “natural celebrity-brand association” that features celebrities using the brand in real-life settings, which is usually presented on social media rather than mass media. Using a boot-strapping approach, the study contrasts the effects of natural and commercial endorsements (i.e., natural vs. advertising, natural vs. product placement) on consumer brand responses. Results showed that natural celebrity–brand association exerts superior effects. Further, the mediating variables, para-social interaction (PSI) and its drivers (celebrity attractiveness, consumers’ perceived homophily with the celebrity), which reflect consumer’s emotional connection with a celebrity, also exert significantly stronger effects in the natural (vs. commercial) endorsement context. This research provides insights for advertisers and marketers in exploring new patterns of brand presentation forms in advertisements and gaining competitive advantage in sustainable marketing.

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Leonardo, Leonardo, and Rezi Erdiansyah. "Pengaruh Celebrity Endorsement dan Perceived Advertising Value terhadap Keputusan Pembelian di Fore Coffee." Prologia 4, no. 2 (October 1, 2020): 229. http://dx.doi.org/10.24912/pr.v4i2.6482.

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The purpose of this research is to determine the effect of celebrity endorsement and perceived advertising value on purchase decisions at Fore Coffee. The author conducted this research by distributing the questionnaries to a sample of 170 people who have made a purchase at Fore Coffee in Jakarta. The questionnaries distributed through google form. Data analysis techniques using SEM through the LISREL 8.70 software. The results of this study found that both dependent variables namely celebrity endorsement and perceived advertising value had a significant effect on purchase decisions. From the two dependent variables, perceived advertising value has more effects than the celebrity endorsement for purchasing decisions at Fore Coffee.Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan celebrity endorsement dan perceived advertising value terhadap keputusan pembelian di Fore Coffee. Penulis melaksanakan penelitian ini dengan menyebarkan kuesioner kepada sampel sebanyak 170 orang konsumen yang pernah melakukan pembelian di Fore Coffee di Jakarta. Kuesioner disebarkan melalui google form. Teknik analisis data menggunakan SEM melalui aplikasi LISREL 8.70. Penelitian ini memperoleh hasil bahwa kedua variabel dependen yaitu celebrity endorsement dan perceived advertising value memberikan pengaruh yang signifikan terhadap keputusan pembelian. Dari kedua variabel dependen tersebut, perceived advertising value berpengaruh lebih besar dibandingkan dengan variabel celebrity endorsement terhadap keputusan pembelian di Fore Coffee.

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Hidayat, Dwi Suryanto, and Lidya Rahma Norvelita. "Efektivitas Iklan Sebagai Pemediasi Serta Celebrity Endorser Sebagai Pemoderator Keputusan Pembelian Konsumen." ECONBANK: Journal of Economics and Banking 4, no. 1 (April 25, 2022): 52–63. http://dx.doi.org/10.35829/econbank.v4i1.165.

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Advertising creativity and choosing the right celebrity is believed to be able to attract the attention of the audience to make a purchase of a product. The effectiveness of advertising plays an important role as a driver of the creation of a purchase decision. This study aims to analyze the effect of advertising creativity and celebrity endorser on purchasing decisions using advertising effectiveness as a mediation, as well as to prove the role of celebrity endorsers in increasing the potential for a purchase decision to occur. The research sample used was 96 respondents, namely users of the Scarlett Whitening product. A non-probability sampling approach and limitations with purposive sampling were used in this study as the basis for data collection. Statistical tests were performed using SmartPLS. The results show that advertising creativity has a significant effect on purchasing decisions, advertising creativity also has a significant effect on purchasing decisions through mediation of advertising effectiveness. While on the other hand, this study proves the important role of celebrity endorsers in amplifying the power of advertising effectiveness in realizing consumer purchasing decisions

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Um, Namhyun. "Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement." Sustainability 14, no. 5 (March 2, 2022): 2928. http://dx.doi.org/10.3390/su14052928.

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Within the context of Instagram celebrity-based brand endorsement, this study investigates the effects of parasocial interaction, perceived ad message authenticity, and the match-up between brand and celebrity. An online survey was administered to 253 college students taking introductory advertising or PR courses. Respondents, in return, received course credits. As hypothesized, study results reveal that parasocial interaction positively influences perceived ad message authenticity, the match-up between brand and celebrity, and attitude toward ads. In addition, perceived ad message authenticity and the match-up between brand and celebrity have a positive impact on consumers’ attitudes toward ads. The current study provides advertising practitioners with implications when it comes to creating advertising campaign messages and selecting celebrity endorsers.

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Madiawati, Putu Nina, Mahir Pradana, and Luthfiany Alrasyid. "ANALYSIS OF CELEBRITY ENDORSEMENT INFLUENCE ON PURCHASE INTEREST: THE CASE STUDY OF A SKINCARE PRODUCT." EUrASEANs: journal on global socio-economic dynamics, no. 3(10) (June 15, 2018): 44–51. http://dx.doi.org/10.35678/2539-5645.3(10).2018.44-51.

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Companies must have the right promotional strategy, one of them is using social media as a “container” for company’s promotion. In promotion through social media celebrity endorsers are often used as a means of attraction so that to get more attention from consumers. Many marketers use celebrity endorsers to promote their products and strenghten the related purchase intention. The purpose of this research is to know whether or not there is a significant influence between celebrity endorsement on the one hand and buying interest in the advertising appeal on the other. The research has been carried out on the example of MDGlowing skincare product. The research has been based on quantitative and descriptive methods. Sampling was carried out using probability sampling of the random sampling type, with the number of respondents as many as 100 people. The data analysis technique selected was path analysis. According to the results of our study, celebrity endorsers (selebgram) contribute with 78.06% (high category), advertising appeal contributes also with 78.06% (high category), purchase intention reached 73.2% with high category. Celebrity endorsement significant effects on advertising appeal with the contribution of 48,7%; advertising appeal has significant effect on purchase intention with the contribution of 28,3%; celebrity endorsement has effect on purchase intention with the contribution of merely 5,29%, and finally, celebrity endorsement influences purchase intentions through advertising appeal with the contribution equal to 37% sharp.

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Zaelani, Abdul, and Lucky Hikmat Maulana. "PENGARUH CELEBRITY ENDORSER DAN PESAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN ICE CREAM WALLS CORNETTO DISC CHOCOLATE DI KOTA BOGOR." JURNAL VISIONIDA 3, no. 2 (December 28, 2017): 44. http://dx.doi.org/10.30997/jvs.v3i2.974.

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The purpose of the research is to determine effect celebrity endorser and advertising messages to purchase decision ice cream walls cornetto disc chocolate in Bogor City. Questioner distributed 100 konsuments. The method used is descriptive analysis and verification. The questioner validity and reliability testing. Likert scale used prior to testing with multiple regressions. In order to know the effect of four free variable that is used for dependent variable.Based on the result all indicators expressed validity and reliability, simultaneously with celebrity endorser (X1) and advertising messages (X2) influencing the purchase decision ice cream walls cornetto disc chocolate in Bogor City (Y). Partially, celebrity endorser and advertising messages influencing positive to purchase decision ice cream walls cornetto disc chocolate in Bogor City.Keywords: Celebrity Endorser, advertising messages and purchase decision

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YOON, HYUNSUN, and HELEN POWELL. "Older consumers and celebrity advertising." Ageing and Society 32, no. 8 (October 19, 2011): 1319–36. http://dx.doi.org/10.1017/s0144686x1100095x.

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ABSTRACTOlder consumers have long been the ‘invisible majority’ in advertising despite the rapid increase in an ageing population. A significant proportion of this population have high levels of disposable income, even in times of recession, but advertisers are not encouraging them to part with it. This paper intends to find out why advertisers have been slow or struggle to target older consumers effectively. The aims of this study are two-fold. First, it explores the portrayal and representation of older consumers in Tesco's ‘Dotty’ campaign and Marks & Spencer's (M&S) ‘Twiggy’ campaign, with special reference to the use of celebrities. The second aim is to demonstrate how the focus has shifted from the more traditional, negative stereotyping (Tesco campaign) to a more progressive approach, presenting aspirational images that older consumers can identify with (M&S campaign). Although both campaigns were effective in terms of increasing profits, this paper suggests that the ongoing M&S example of using older celebrities in advertising campaigns demonstrates a more effective creative strategy that is in tune not only with a growing population of older consumers but is also especially applicable in times of economic uncertainty.

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Abdelkader, Ali Ahmed, and Hussein Moselhy Syead Ahmed. "The Impact of Team's Identification Congruence Between Football Celebrities and Fans on Celebrities Credibility, Advertising, and Brand." International Journal of Online Marketing 9, no. 3 (July 2019): 1–22. http://dx.doi.org/10.4018/ijom.2019070101.

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This research aims to find out and analyze the impact of team's identification congruence between football celebrity and fans on fans' attitudes towards credibility of the celebrity, advertising, and brand in a sample of four major fans groups via social media. A quantitative approach was applied through a questionnaire of 377 football fans in an Egyptian league that was distributed, collected and statistically analyzed. The findings revealed that the fans' attitudes towards credibility of the spokesperson, advertising, and brand are statistically and significantly affected by team's identification congruence between football celebrity and fans. The most vital recommendation of this research is that: team's identification congruence between football celebrity and fans should be taken into consideration before designing the advertising.

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Yaman, Fikret, Semih Acikgozoglu, and Gizem Buyukkalayci. "The effects of the celebrities starring in the advirtesement on brand recogniton and a case study from Afyonkarahisar." International Journal of New Trends in Social Sciences 1, no. 1 (December 6, 2017): 11–22. http://dx.doi.org/10.18844/ijss.v1i1.2769.

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Advertising is a marketing tool that has become an indispensable part of everyday life, which is becoming increasingly important for consumers and businesses. Through advertising, businesses try to attract consumers with different methods, and they are involved in promoting and selling activities to introduce brand to the consumers. One of the methods used in advertising the consumer is celebrity starring. Sometimes celebrities from art environment, sometimes sports environment and sometimes from different environment meet with consumers through advertisements. Celebrity starring in advertising; It is seen that advertisers have good results for the businesses and also that it is in bad shape due to the loss of the brand's reputation. Purpose of the study; to determine if the celebrity used in the advertisements is in front of the mark, and to make recommendations about the celebrity use of the advertisements to businesses. The quantitative method was used in the study, sampling was done easily and a questionnaire survey method was applied to the consumers as a data collection tool. Determined celebrities and and brand names of their rolled advertisements were asked to consumers in the questionnaire. After the evaluation, it will be determined whether the consumer between the brand and the celebrity remembers in the advertisement, or whether it establishes a link between the celebrity and the brand, and in this context, we will try to put the contribution of the celebrity starring of the advertiser in the advertisement. Keywords: Advertisement, celebrity, brand, recognition.

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Adedeji, Amos Ojo. "Effectiveness Of Celebrity Endorsement on Advertisement in Achieving Consumer Brand Preference." International Journal of Multidisciplinary: Applied Business and Education Research 2, no. 12 (December 21, 2021): 1469–81. http://dx.doi.org/10.11594/10.11594/ijmaber.02.12.19.

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The instrument of celebrity endorsement has become a pervasive element in advertising. This paper qualitatively examining the effectiveness of celebrity endorsement on advertisement in achieving consumer brand preference. The study revealed some impacts of acquiring celebrity for endorsement such as building awareness, quick connect, means of brand differentiation and better brand image among others. The study identified some challenges associated with celebrity endorsement which are not limited to celebrity overshadows the brand, conflicting image and influence of celebrity moral violation on brands. The paper concludes by recommending careful choosing of celebrity that his/her value will have close link with the brand been endorsed and improvement on the quality of the product by the producer as possible measures to avert the challenges of using celebrity in advertising. Using celebrities that have moral and are well placed in the society for advertisement is also key.

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Nistoreanu, Puiu, Corina Pelau, and Laura Lazar. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising." Proceedings of the International Conference on Business Excellence 13, no. 1 (May 1, 2019): 1079–86. http://dx.doi.org/10.2478/picbe-2019-0094.

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Abstract Celebrity endorsement has been frequently used in advertising as consumers are attracted and tend to imitate the behavior of the star. In the past years, celebrities have been a frequent mean of attracting the attention of the consumer towards an advertising. In an era with an over-load of information and ads, the glamour of the celebrities has had the power to increase the visibility of the advertised product. Besides the positive effects which celebrities bring to an increase of attention of the consumers, their endorsement can also have negative consequences. One of these undesired effects is the overshadowing of the advertised product by the celebrity. Consumers will have the tendency to watch the celebrity for a longer time and their attention is distracted from the advertised product. In an eye-tracking experiment we analyze the fact that the celebrity might distract the attention of the consumer from the advertised product and its logo. The results have shown that the participants have the tendency to watch the logo of a product for a longer time in advertising without celebrities. In opposition to this, in advertising endorsing celebrities, the attention is caught by the celebrity.

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Liu, Yongdan, and Matthew Tingchi Liu. "DOES PERCEPTUAL FLUENCY OF CELEBRITY RECOGNITION INFLUENCE CELEBRITY ENDORSEMENT ADVERTISING?" Global Fashion Management Conference 2018 (July 30, 2018): 141–46. http://dx.doi.org/10.15444/gmc2018.02.02.03.

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Jin, Seunga Venus, and Ehri Ryu. "Celebrity fashion brand endorsement in Facebook viral marketing and social commerce." Journal of Fashion Marketing and Management: An International Journal 23, no. 1 (March 11, 2019): 104–23. http://dx.doi.org/10.1108/jfmm-01-2018-0001.

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PurposeIn light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based fashion brand marketing and management.Design/methodology/approachA randomized between-subjects experiment (celebrity’s Facebook profile vs ingroup member’s Facebook profile vs outgroup member’s Facebook profile vs control condition,n=73) was conducted. The sample was composed of college students recruited from a subject pool in a US university.FindingsResults of multiple regression analyses indicate that social identification with the Facebook profile owner and ingroup vs outgroup perception moderate the influence of consumers’ materialism, fashion involvement and opinion leadership on interpersonal attraction to the celebrity, wishful identification with the celebrity, emotional quotient, involvement with the ads, advertising believability and willingness to buy the advertised fashion products. Furthermore, the results of structural equation modeling analyses show that source credibility perception (both the celebrity who endorses her own brand and the Facebook profile owner) mediates the relationship between experimental conditions (celebrity as aspirational outgroup vs same school student as an ingroup member vs different school student as an outgroup member) and the outcome variables (interpersonal attraction to the celebrity, involvement with ads, and advertising believability) in viral marketing leveraging a social media platform.Originality/valueThis study makes several theoretical contributions to consumer psychology and provides managerial implications for Facebook-based fashion marketing and fashion brand management.

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Pileliene, Lina, and Viktorija Grigaliunaite. "The effect of female celebrity spokesperson in FMCG advertising: neuromarketing approach." Journal of Consumer Marketing 34, no. 3 (May 8, 2017): 202–13. http://dx.doi.org/10.1108/jcm-02-2016-1723.

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Purpose The purpose of this paper is to develop guidelines for the selection of a female advertising spokesperson and brand position regarding the selected spokesperson in the context of fast-moving consumer goods (FMCG) advertising. Design/methodology/approach The paper presents findings using both neuromarketing and traditional marketing research methods. Findings The findings are based on the results of P300 event-related brain potentials, eye-tracking experiments and a questionnaire research. It was concluded that a famous female spokesperson indeed has a significant effect on FMCG advertising effectiveness. Practical implications The selection of a female celebrity spokesperson when seeking FMCG advertising effectiveness depends on the primary determined aim of marketing communication. If the aim of the advertising campaign is to form attitude, then selecting a celebrity as the FMCG advertising spokesperson is recommended, but if the aim of the FMCG advertising campaign is to enhance brand awareness, it is recommended to select a non-celebrity spokesperson. Furthermore, the brand should be presented at the top of the advertisement’s layout, particularly when a celebrity is chosen as a spokesperson because this allows lowering the possibility of the “vampire effect” occurrence. Originality/value As a study on the effect of a female spokesperson on FMCG advertising effectiveness, this research will be of academic interest, integrating both marketing theory and neuroscience to analyze and evaluate consumer behavior. This research is also relevant to businesses, because it provides guidelines for the selection of female advertising spokespersons in the context of FMCG advertising.

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Martín-Santana, Josefa D., and Asunción Beerli-Palacio. "Magazine Advertising: Factors Influencing the Effectiveness of Celebrity Advertising." Journal of Promotion Management 19, no. 2 (March 2013): 139–66. http://dx.doi.org/10.1080/10496491.2013.769471.

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Agrawal, Jagdish, and Wagner A. Kamakura. "The Economic Worth of Celebrity Endorsers: An Event Study Analysis." Journal of Marketing 59, no. 3 (July 1995): 56–62. http://dx.doi.org/10.1177/002224299505900305.

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Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers’ brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers’ attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcement of a celebrity endorsement contract, usually widely publicized in the business press, is used as information by market analysts to evaluate the potential profitability of endorsement expenditures, thereby affecting the firm's expected return. Announcements of 110 celebrity endorsement contracts were analyzed. Results indicate that, on average, the impact of these announcements on stock returns is positive and suggest that celebrity endorsement contracts are generally viewed as a worthwhile investment in advertising.

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Nur, Khofifah, and Rose Rahmidani. "Pengaruh Celebrity Endorser dan Iklan Vidio terhadap Brand Image Produk Pembersih Wajah Garnier pada Mahasiswi Universitas Negeri Padang." Jurnal Ecogen 3, no. 2 (June 5, 2020): 319. http://dx.doi.org/10.24036/jmpe.v3i2.8958.

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The purpose of researche is to know the effect of celebrity endorser and video advertising on brand image face lightening product of Garnier Lingh Complete Super Foam. This research used causative form, the population in this research were students of State University of Padang. Number of samples were decided base on hair et. As many as 100 people and were chosen by using proportional sampling method and purposive sampling technic. Data were used is primer data were provided through questionnaire shared to students of State University of Padang based on predetermined criteria. Analysis method was used is multiple regression by using spss 2. The result of this research shows (1) celebrity endorser and video advertising any significant effect to brand image, (2) celebrity endosrser have no significant affect on brand image, (3) audio visual advertising have significant effect on brnad image Keywords: celebrity endorser, video edvertising, brand image

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Muda, Mazzini, Rosidah Musa, Rozita Naina Mohamed, and Halimahton Borhan. "Celebrity Entrepreneur Endorsement and Advertising Effectiveness." Procedia - Social and Behavioral Sciences 130 (May 2014): 11–20. http://dx.doi.org/10.1016/j.sbspro.2014.04.002.

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Thiyagarajan, S., and P. Shanthi. "Celebrity advertising in Indian visual media." JIMS8M: The Journal of Indian Management & Strategy 19, no. 2 (2014): 4. http://dx.doi.org/10.5958/0973-9343.2014.00225.7.

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Pelau, Corina, Puiu Nistoreanu, Laura Lazar, and Ruxandra Badescu. "Celebrity vs. Product: A Neuroscientific Approach to the Distractors in Food Advertising for Sustainable Marketing." Sustainability 14, no. 19 (October 7, 2022): 12768. http://dx.doi.org/10.3390/su141912768.

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Celebrity endorsement is nowadays a frequently used technique in marketing and advertising. On the one hand, celebrities have the ability to attract attention towards the advertising while on the other hand, their behavior is imitated by consumers, having a greater impact on buying decisions. One of the main challenges in advertising endorsed by celebrities is the overshadowing effect, by which consumers tend to watch the celebrity and not necessarily the advertised product. In three eye tracking experiments, we investigated the attention of consumers towards advertising with celebrities. The results showed that the celebrity was the eye-catcher of the advertising, being the first and longest object watched, but at the same time the product or the logo was also watched. The results also showed that the number of objects in advertising influenced the attention of the consumer. Across the three studies, we manipulated the number of objects and the results showed that in the case of information overload, the participants tended to watch the most familiar elements, which in our case were the celebrities. Therefore, the design and the number of objects in advertising endorsed by celebrities are also important in having a significant impact on the consumer.

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Hou, Mingyi. "Social media celebrity and the institutionalization of YouTube." Convergence: The International Journal of Research into New Media Technologies 25, no. 3 (January 3, 2018): 534–53. http://dx.doi.org/10.1177/1354856517750368.

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This study explores the industrial underpinning and the cultural logic of social media celebrity. Social media visibility may be considered as an alternative way to fame as it bypasses the gatekeeper role played by the entertainment and mass media industries. However, the institutionalization of social media platforms like YouTube and the professionalization of amateur content creation may lead to social media becoming a new locale for industrialized celebrity manufacturing. Taking YouTube beauty vloggers as an example, this study shows that being a celebrity on social media is economically embedded in an industrial structure constituted by the platform’s business model, technical affordances, the advertising market, and commercial cultural intermediaries. Social media celebrity’s status is achieved not only through a set of affiliative, representational, and celebrification techniques, but also by engaging in meticulous entrepreneurial calculation considering the abovementioned industrial factors. This emerging industrial structure is associated with a new cultural logic of celebrity that distinguishes the fame native to social media from that on the silver screen and television. This study shows that social media celebrity is characterized by staged authenticity, managed connectedness with audience, the abundance of celebrity figures, and the cultural preoccupation with self-sufficient uniqueness.

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CHOI, SEJUNG MARINA, and NORA J. RIFON. "Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images." Journal of Popular Culture 40, no. 2 (April 2007): 304–24. http://dx.doi.org/10.1111/j.1540-5931.2007.00380.x.

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Morimoto, Mariko. "Congruence and celebrity endorser credibility in Japanese OTC drug advertising." International Journal of Pharmaceutical and Healthcare Marketing 12, no. 3 (September 3, 2018): 234–50. http://dx.doi.org/10.1108/ijphm-09-2017-0049.

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Purpose Based on congruency theory, this study aims to examine the effects of celebrity endorsement on endorser credibility in Japanese over-the-counter (OTC) drug advertising using multiple celebrity categories. In particular, this research explored brand–endorser congruence and endorser–consumer congruence and their roles in attitude formation. Design/methodology/approach A 3 (endorser categories: actor/actress, athlete and talent/TV personality) × 2 (endorser’s gender) factorial experimental design with 480 Japanese consumers was used in the study. Findings In Japanese OTC drug advertising, actors/actresses and athletes were regarded as more credible than talents (TV personalities) by Japanese consumers. Endorser categories also had a significant influence on identification with the endorser through ideal self-congruency. Additionally, endorser credibility mediated the relationship between identification and advertising evaluations. However, it did not mediate the relationship between perceived similarity with the endorser and advertising responses. Originality/value Little is known about the effectiveness of celebrity endorsers in OTC drug advertising from a source credibility perspective. This study attempted to shed light on the role of endorser fit in the framework of source credibility in drug advertising that usually places an emphasis on informational cues rather than peripheral cues such as source effects.

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Utami, Dyah Putri, and Kabul Trifiyanto. "Pengaruh Product Features, Advertising Attractiveness, dan Celebrity terhadap Keputusan Penggunaan Platform Media Sosial Tiktok." Jurnal Bisnis, Manajemen, dan Akuntansi 9, no. 2 (September 20, 2022): 178. http://dx.doi.org/10.54131/jbma.v9i2.139.

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This study aims to determine the effect of product features, advertising attractiveness and celebrity on decisions to use the TikTok social media platform. The data collection technique in this study was carried out by distributing questionnaires to 100 respondents using the TikTok social media platform using purposive sampling as a sampling technique. The data analysis technique used in this research is descriptive analysis and statistical analysis which includes instrument testing, classical assumption test, multiple linear regression analysis, hypothesis testing, and coefficient of determination test using the SPSS 25 for windows program. The results of this study indicate that the product features, advertising attractiveness, and celebrity variables partially and simultaneously have a significant effect on decisions to use the TikTok social media platform. Keywords: Product features; advertising attractiveness; celebrity; usage decision.

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WILUJENG, NOVIE, and ANIK LESTARI ANDJARWATI. "Penggunaan Donna Harun Sebagai Endorser Iklan di Televisi dan Pengaruhnya Terhadap Keputusan Pembelian Citra Lasting Youth Hand&Body Lotion (Studi Pada Konsumen di Kelurahan Wates Mojokerto)." BISMA (Bisnis dan Manajemen) 2, no. 1 (June 6, 2018): 61. http://dx.doi.org/10.26740/bisma.v2n1.p61-71.

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Indonesia is a potensial market for the product cosmetology and body treatmen. This can be seen from hundreds of cosmetic brand offered to consumers. Consumers' mind at this time has been met by a variety of ad products that beauty comes through television, radio and news media. In order for consumers to be interested to purchase products that advertising one of the ways used by the manufacturer is using a celebrity as endorser. Celebrity credibility, celebrity and brands mathcup, celebrity and audience mathcup, and the attractiveness of celebrities expected to make consumers purchase decisions.This research is conclusive research use multiple regression analysis. The sample used in this research was 103 people, which is the consumer Citra in Wates Mojokerto Distric. Research aims to understand Aplication of Dona Harun as Advertising endorser in Televition and Influence to Buyying Decision citra Lasting Youth hand&Body Lotion (Study at Consumer in Wates Mojokerto Distric) This research is shown determination coefficient (Adjusted R2) or 51% it means, there is influence simultaneously between using celebrity is advertising endorser in televition to buying decision Credibility it means variabel is more dominant in influence buying decision and followed by other variabel (attractiveness, celebrity and brand mathcup, and celebrity and audience matchup) Suggested to the researchers to do further research outside the free variables used in this research, so that insight abauot marketing communication and purchasing decision become more knowledgeabele

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V.Pradeepa, V. Pradeepa. "Usage of Celebrity Endorsers in Television Advertising -An Empirical Analysis." International Journal of Scientific Research 2, no. 4 (June 1, 2012): 35–38. http://dx.doi.org/10.15373/22778179/apr2013/14.

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Andrea, Anastasia Silvi, and Keni Keni. "Pengaruh Electronic Word of Mouth (eWOM), Celebrity Endorser, dan Online Advertising terhadap Brand Awareness." Jurnal Manajemen Bisnis dan Kewirausahaan 5, no. 5 (September 29, 2021): 464. http://dx.doi.org/10.24912/jmbk.v5i5.13286.

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This research is conducted to show the influence of electronic word of mouth (EWOM), celebrity endorsers, and online advertising on brand awareness. This descriptive research involved quantitative data collecting use a questionnaire as a data collection method. The researcher used the convenience sampling method to take 151 respondents with valid data. The data analysis technique used Partial Least Square – Structured Equation Modelling (PLS-SEM) with the help of SmartPLS 3.3.2 software. This study concluded that 1) Electronic word of mouth has an insignificantly positive effect on brand awareness, 2) Celebrity endorser has a significantly positive effect on brand awareness, 3) Online advertising has a significant positive effect on brand awareness. Penelitian ini dilakukan untuk menunjukkan pengaruh electronic word of mouth (EWOM), celebrity endorser, dan online advertising terhadap brand awareness. Penelitian deskriptif ini melibatkan pengumpulan data kuantitatif dengan menggunakan kuesioner secara cross-sectional sebagai metode pengumpulan data. Peneliti menggunakan metode convenience sampling untuk mengambil 151 responden dengan data yang valid. Teknik analisis data menggunakan Partial Least Square – Structured Equation Modelling (PLS-SEM) dengan bantuan software SmartPLS 3.3.2. Singkatnya, penelitian ini memperoleh kesimpulan bahwa 1) Electronic word of mouth berpengaruh positif tidak signifikan terhadap brand awareness, 2) Celebrity endorser berpengaruh positif signifikan terhadap brand awareness, 3) Online advertising berpengaruh positif signifikan terhadap brand awareness.

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Ahmad, Arman Hj, Izian Idris, Cordelia Mason, and Shenn Kuan Chow. "The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers." International Journal of Financial Research 10, no. 5 (June 10, 2019): 54. http://dx.doi.org/10.5430/ijfr.v10n5p54.

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Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

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Hassan Fathelrahman Mansour, Ilham, and Dalia Mohammed Elzubier Diab. "The relationship between celebrities’ credibility and advertising effectiveness." Journal of Islamic Marketing 7, no. 2 (June 13, 2016): 148–66. http://dx.doi.org/10.1108/jima-05-2013-0036.

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Purpose The purpose of this study is twofold, first, the study aimed at investigating the impact of celebrities’ credibility on advertising effectiveness by examining the celebrity attributes that are likely to influence consumer attitude towards celebrity-endorsed TV advertising and their purchase behaviour. Second, the study seeks to identify the mediating role of religiosity on consumers’ attitudes towards celebrity-endorsed television advertising and buying behaviour. Design/methodology/approach The study is based on a survey questionnaire in a sample of 370 Sudanese customers on their attitude towards the celebrity endorsement of television advertising. Findings The study found that celebrities’ likeability and their attractiveness have the greatest impact on both consumers Attitude and their purchase behaviour. The study also confirms that religiosity partially mediate both the relationships between celebrities’ credibility and the attitude towards the advertisement and purchase behaviour and revealed that religiosity correlates negatively with celebrities’ credibility and attitude towards advertisement. Research limitations/implications However, the study has some limitations, as it investigates the effectiveness of celebrities’ endorsement in TV commercials only. Future research could be extended to investigate the effectiveness of using celebrities advertising on other different media such as radio, printed and outdoors media. Further, the study uses a scale based on the Islamic practice dimensions, and using a more comprehensive scale to measure religiosity based on both belief and practices may be a further extension. Practical implications These results have important implications for advertising practitioners and business enterprises in Sudan, and other similar communities. They provide guidance in the sense that religiosity should be weighed in and given high importance when using celebrities in advertising campaigns and that the advertisement contents should be compliant with the Islamic law (Shariah). Social implications Understanding how religious beliefs influence the attitude towards the advertising is of great importance to international advertisers to improve advertising effectiveness without offending their Muslim audience. The study enriches the literature on the religiosity and its influence on the consumer behaviour, particularly in the celebrity-endorsed advertisements. Originality/value To the best of the authors knowledge, this study is the first study of its kind in Sudan to explore the impact of celebrities’ endorsement on consumers attitude and buying behaviour and provide empirical evidence to verify the existence of a mediating role of religiosity on both the attitude and purchase behaviour in the Sudanese context. It provides an understanding of Sudanese attitudes and purchase decision, as Muslims, and thus provides practitioners with guidelines on how to design celebrity-endorsed TV advertisements to influence consumers’ attitude and buying behaviour.

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Fang, Lin, and Yanqing Jiang. "Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection." Journal of Asian Business Strategy 5, no. 8 (September 3, 2015): 153–73. http://dx.doi.org/10.18488/journal.1006/2015.5.8/1006.8.153.173.

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With the rapid paces of product diversification and competition intensification in most commodity markets, there have been more and more ways for sellers to introduce new products and promote existing products, and for buyers to get to know those products. Using celebrities as product endorsers has become one such important way. Therefore, the selection of the most suitable celebrity endorsers becomes an important issue that businesses and advertising agencies have to face. In this paper, based on our review of a handful of representative celebrity selection models, we analyze why and how celebrity endorsers would exert persuasion towards target consumers. We also identify key factors that would influence endorsers’ persuasiveness in advertising. More importantly, we introduce our new “Ideal Match-Up Model” for celebrity endorser selection, and apply a suppositional example to illustrate how this model can work in various cases of practical use.

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Garthwaite, Craig L. "Demand Spillovers, Combative Advertising, and Celebrity Endorsements." American Economic Journal: Applied Economics 6, no. 2 (April 1, 2014): 76–104. http://dx.doi.org/10.1257/app.6.2.76.

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This paper studies the economic effects of endorsements. In the publishing sector, endorsements are found to be a business stealing form of advertising that raises title level sales without expanding the market size. If anything, the endorsements decrease aggregate adult fiction sales. This might be a result of the endorsed books being more difficult than those that otherwise would have been purchased. Economically meaningful sales increases are also found for nonendorsed titles written by endorsed authors. This spillover demand demonstrates the broad range of benefits of advertising for firms operating in a multiproduct brand setting. (JEL L82, M31, M37)

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Lee, Jung-Gyo. "The Impact of Celebrity Endorser’s Charisma on Consumers‘ Responses to Celebrity Advertising." Korean Journal of Advertising and Public Relations 17, no. 4 (October 31, 2015): 41. http://dx.doi.org/10.16914/kjapr.2015.17.4.41.

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Qaisar, Dr Abdul Rehman, Dr Bakht Rawan, and Dr Muhammad Sher Juni. "Celebrity Endorsed Advertisements and Its Influence on Brand Choice and Buying Behavior of Females." Journal of Research in Social Sciences 10, no. 2 (August 4, 2022): 64–73. http://dx.doi.org/10.52015/jrss.10i2.190.

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Celebrity endorsement is considered one of the popular tools of marketing which is used by many brands. The purpose is to involve any famous celebrity in order to promote that specific brand. Present study is designed to explore influence of celebrity endorsed advertisements on brand choice and perception of female students. Using survey research design, data from 300 female respondents is collected through a well-designed questionnaire. Theoretically, present study is based on elaboration likelihood model. In order to draw inferences from collected data, statistical tests such as chi square and correlation are used. Overall analysis describes that advertising has significant impact on brand choice of female students. Results also indicate that female students give more attention to advertisement of cosmetics and dresses as compared to gadgets. Accordingly, comparative analysis of the selected mediums for advertising showed that overall female students more prefer social media as compared to TV and print media for acquiring information about products and brands. Findings also suggest that celebrity is one of the key factors in advertising to influence females brand choices. It is evident from the findings that females are increasingly becoming brand conscious due to the role of celebrities which is part of celebrity endorsement. Brands advertisements containing celebrities have more successful impact as compared to brand ads without celebrities.

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Noviyanti, Devi, and Restu Khaliq. "The Influence of Hijab Celebrity Instagram as an Endorsement on Purchase Intention." Alhadharah: Jurnal Ilmu Dakwah 19, no. 2 (January 11, 2021): 33. http://dx.doi.org/10.18592/alhadharah.v19i2.4007.

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Celebrity endorsers influence celebrity endorsers who wear the hijab on a person's purchase intentions. A total of 91 respondents were taken in this study, all of whom had seen celebrity endorsers wearing hijabs advertising products/services on Instagram social media. SmartPLS software version 2.0.M3 was using, and research shows a significant influence of trustworthiness, attractiveness, and expertise on one's purchasing intentions. The T-statistic value of all dimensions of the celebrity endorser variable towards purchase intentions is more significant than 1.96, by 3.213, 3.121, and 2.832, respectively.Keywords: celebrity endorsers, hijab, purchase intentions.

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Van der Veen, Robert. "Celebrity endorsement effectiveness for print destination advertising." European Journal of Tourism Research 2, no. 2 (October 1, 2009): 186–89. http://dx.doi.org/10.54055/ejtr.v2i2.37.

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Um, Nam-Hyun, and Wei-Na Lee. "Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement." Journal of Promotion Management 21, no. 1 (January 2, 2015): 33–54. http://dx.doi.org/10.1080/10496491.2014.946210.

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Lear, Karen E., Rodney C. Runyan, and William H. Whitaker. "Sports celebrity endorsements in retail products advertising." International Journal of Retail & Distribution Management 37, no. 4 (March 27, 2009): 308–21. http://dx.doi.org/10.1108/09590550910948547.

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Putri, Shinta Hartini. "Daya Tarik Selebriti Endorser Anggun C. Sasmi Pada Iklan Shampo Pantene." ArtComm : Jurnal Komunikasi dan Desain 2, no. 02 (November 5, 2019): 7–15. http://dx.doi.org/10.37278/artcomm.v2i02.193.

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Advertising is one of the marketing activities of a company in order to promote its products. P & G initially has not been able to break through the selling of women's shampoo products. However, slowly but surely, Pantene shampoo fame has shifted its competitors through creative advertising and promo by celebrity endorsement attractiveness. The purpose of this study is to describe the attractiveness of Anggun C. Sasmi in Pantene Shampoo advertisements in the Similarity and Likability aspects. This research method uses literature study by collecting secondary data from literature studies and documents related to advertising and celebrity endorsers. The results of research in the use of celebrity endorser Anggun C. Sasmi as a form of ad appeal has reached its final goal, namely the formation of a good brand image in the minds of consumers through similarity and likability. This was further strengthened by the award given to Pantene Shampoo from several survey institutions.

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Utami, Dyah Putri, and Kabul Trifiyanto. "Pengaruh Product Features, Advertising Attractiveness, dan Celebrity terhadap Keputusan Penggunaan Platform Media Sosial Tiktok." Jurnal Ilmiah Mahasiswa Manajemen, Bisnis dan Akuntansi (JIMMBA) 4, no. 1 (April 4, 2022): 112–30. http://dx.doi.org/10.32639/jimmba.v4i1.68.

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Penelitian ini bertujuan untuk mengetahui pengaruh product features, advertising attractiveness dan celebrity terhadap keputusan penggunaan platform media sosial TikTok. Teknik pengumpulan data dalam penelitian ini dilakukan dengan menyebar kuesioner kepada 100 orang responden pengguna platform media sosial TikTok dengan menggunakan purposive sampling sebagai teknik pengambilan sampel. Teknik analisis data yang digunakan dalam penelitian ini yaitu menggunakan analisis deskriptif dan analisis statistik yang meliputi uji instrumen, uji asumsi klasik, analisis regresi linear berganda, uji hipotesis, dan uji koefisien determinasi dengan menggunakan bantuan program SPSS 25 for windows. Hasil penelitian ini menunjukkan bahwa variabel product features, advertising attractiveness, dan celebrity secara parsial dan secara simultan berpengaruh signifikan terhadap keputusan penggunaan platform media sosial TikTok. Berdasarkan hasil uji koefisien determinasi (R2) diperoleh nilai Adjusted R Square sebesar 0,584 artinya bahwa variabel keputusan penggunaan (dependent) yang dijelaskan oleh variabel independent product features, advertising attractiveness, dan celebrity dalam penelitian ini adalah sebesar 58,4% sedangkan 41,6% dipengaruhi oleh variabel lain yang tidak dijelaskan dalam penelitian ini.

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Prasojo, Eko. "Pengaruh Celebrity Endorsement Terhadap Minat Beli Melalui Brand Image (Studi Pada Mahasiswa Kota Tegal)." Journal Competency of Business 3, no. 1 (July 1, 2019): 14–33. http://dx.doi.org/10.47200/jcob.v3i1.667.

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Famous celebrities are a huge consideration for being a communicator in an advertisement, commonly referred to as endorser celebrity. Celebrities who are on the rise or popular are believed to be more able to influence someone to take certain actions in accordance with the initial purpose. Advertising is one of the strategies undertaken by companies to communicate products and introduce a brand. This form of communication can be done in a variety of ways, one of which is the advertisement used by Luwak White Koffie's products, in which the ad uses Celebrity Endorsement which aims to attract the attention of potential consumers when they see it. Celebrity Endorsement can have an impact on the world of advertising, depending on the personality and popularity of the celebrity. The purpose of this study is to determine the credibility of Celebrity Endorsement on Brand Image, to know the Celebrity Endorsement Expertise on Brand Image, to determine the Attractiveness of Celebrity Endorsement towards Brand Image, to find out the trustworthiness of Celebrity Endorsement towards Brand Image, to determine the Celebrity Endorsement power Brand Image and to find out the Brand Image of Buying Interest. The results showed that there was a positive and significant influence between credibility, expertise, attractiveness, trust, power (strength) on brand image of Luwak White Koffie consumers and there was a positive and significant effect between brand image on consumer buying interest of Luwak White Koffie products in the City Tegal.

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Van der Waldt, Delarey, M. M van Loggerenberg, and L. Wehmeyer. "Celebrity endorsements versus created spokespersons in advertising: a survey among students." South African Journal of Economic and Management Sciences 12, no. 1 (August 12, 2011): 100–114. http://dx.doi.org/10.4102/sajems.v12i1.263.

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In this study the use of endorsements in advertising was investigated. Endorsements can either be in the form of a celebrity acting as a spokesperson for an organisation or the organisation can create a spokesperson to act as an endorser. The problem that faces marketers is that little scientific proof exists if students perceive celebrity endorsements and creative spokespersons differently with regard to their expertise and trustworthiness. The aim of this study was to determine the attitudes of respondents with regard to expertise, trustworthiness and attractiveness of created spokesperson and celebrity endorsements in advertisements. This knowledge will provide marketing professionals with the strategic advantage of how and when to make use of an endorser.Ohanian’s (1990) measurement scale of perceived expertise, trustworthiness and attractiveness was adopted in a self-administrative questionnaire for this article. Respondents (n=185) were exposed to six visual images of endorsers namely: three celebrities and three created spokespersons. It was found that attractiveness should not be used as a factor when comparing created endorsers with celebrity endorsers. The respondents perceived both endorsement applications as highly credible and professionals need to consider each application’s advantages and disadvantages when deciding which application will be more effective for their advertising strategy. In the long term the organisation might find it more cost effective to create its own spokesperson due to the risk of possible characteristics changes or negative associations of celebrity endorsers. Revoking advertisements after celebrity endorsers have received negative publicity or changed character can lead to great financial losses. Created endorsers, on the other hand, provide the organisation with greater control and the ability to change to adapt to the organisations market and advertising needs.

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Journal articles on the topic 'Celebrity advertising'

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