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Journal articles on the topic 'Celebrity endorsement'
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1
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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Cocker, Hayley, Rebecca Mardon, and Kate L. Daunt. "Social media influencers and transgressive celebrity endorsement in consumption community contexts." European Journal of Marketing 55, no. 7 (March 8, 2021): 1841–72. http://dx.doi.org/10.1108/ejm-07-2019-0567.
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Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement. Design/methodology/approach The research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that examined community members’ response to celebrity endorsements by 12 SMIs within the community. Findings This study identifies five recurring celebrity endorsement transgressions, each violating an established moral responsibility within the community. The paper explores how community members attribute responsibility for transgressive endorsements and identifies consequences for both the SMI and the endorsed brand. Research limitations/implications This study focused on a single consumption community, developing a deep understanding of the distinct moral responsibilities that shape the reception of celebrity endorsements within this context. Practical implications The paper presents managerial recommendations that will aid both SMIs and brands in implementing celebrity endorsements that avoid communal perceptions of transgression. Originality/value The analysis extends prior study on celebrity endorsement by SMIs by explaining when and why SMI endorsements are likely to be perceived as transgressive by the community and providing new insights into community member responses to transgressive SMI endorsements. It also extends wider theories of celebrity endorsement by highlighting the influence of consumption community contexts upon endorsement reception and examining consumer responses to celebrity endorsements perceived as transgressive in and of themselves.
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Gauns, Karuna Krishna, Subhash Kizhakanveatil Bhaskaran Pillai, Kaustubh Kamat, Ruey Feng Chen, and Ling-Chen Chang. "Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa." IIM Kozhikode Society & Management Review 7, no. 1 (December 21, 2017): 45–58. http://dx.doi.org/10.1177/2277975217733897.
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Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.
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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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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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Calvo-Porral, Cristina, Sergio Rivaroli, and Javier Orosa-González. "The Influence of Celebrity Endorsement on Food Consumption Behavior." Foods 10, no. 9 (September 19, 2021): 2224. http://dx.doi.org/10.3390/foods10092224.
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“Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior, but there is scarce research about how celebrity endorsements about food and food products influence consumers’ behavior. In this context and based on the source credibility and source attractiveness models, as well as on the match-up theory, this study aims to examine whether consumers’ food purchase intention and consumers’ willingness to pay a premium price is influenced by celebrity endorsement. For this purpose, an empirical study is developed through Structural Equation Modeling (PLS-SEM) based on data gathered from 316 consumers who read celebrity recommendations. Findings report that consumers are most influenced in their food consumption behavior by the congruence between the celebrity endorsement and the product being recommended, and by the celebrity credibility. Interestingly, celebrity recommendations show a similar influencing pattern both for consumers’ food purchase intention and consumers’ willingness to pay a premium price for food. The major contribution of this research is to show that congruence is the main route by which celebrity endorsement influences food consumption behavior.
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Aljasir, Shuaa. "Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users." Journal of Creative Communications 14, no. 1 (February 10, 2019): 15–30. http://dx.doi.org/10.1177/0973258618822608.
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This study aims to investigate the extent to which classic celebrity endorsement theories are applicable when such endorsements are performed on interactive social media platforms. It utilizes phenomenological semi-structured interviews with 73 participants. The data analysis shows several perceived characteristics of convincing celebrity endorsements on social media from the Saudi users’ viewpoints. Trustworthiness is perceived when an endorsement discloses that it is a paid advertisement or uses indirect ways to endorse the product. When it comes to high-tech products, it is not necessary for the celebrity to be an expert in the field of the product they are endorsing, but when endorsing accessories, these celebrities should be attractive, should test the product before advertising it and should endorse a reasonable number of products. Endorsements are most acceptable from either likeable celebrities or from normal people with a reasonable number of social media followers. The results show that while some elements of classic theories of celebrity endorsements are applicable on social media platforms, others should be modified to align with new media users. A celebrity endorsement model is proposed based on the current findings.
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Huang, Rong. "Research on Marketing Strategy of Lipstick Products Endorsed by Male Celebrities on Chinese New Media Platforms." Lecture Notes in Education Psychology and Public Media 6, no. 1 (May 17, 2023): 838–43. http://dx.doi.org/10.54254/2753-7048/6/20220818.
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The Internet's development has transformed society by making communication more efficient than ever before and creating disruptive and significant changes to the marketing model. Based on the observation that Chinese male celebrities have been frequently appearing in lipstick endorsement activities, this study provides a qualitative analysis of consumer feedback on Chinese male celebrity endorsement of lipstick on social media platforms. By observing the commercials of Guerlain's lipstick on Weibo and RED, consumers generally recognize the story and meaning constructed by the brand and its spokesperson. Results show that male celebrity's attraction and stories are significantly impacting the purchase intent. These findings contribute to the literature on celebrity endorsements, charismatic influence, and gender stereotypes.
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Fan, Fei. "Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities." Young Consumers 22, no. 2 (February 22, 2021): 169–84. http://dx.doi.org/10.1108/yc-10-2020-1224.
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Purpose Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online DIY and traditional celebrity endorsers. Design/methodology/approach In-depth personal interviews were conducted with 15 interviewees with a median age of 23. They were asked to report their overall evaluations and attitudes toward online DIY celebrity endorsers and traditional celebrity endorsers, and their respective endorsement strategies. Findings Although the popularity of online DIY celebrities is growing in China, they received a lower level of appreciation from interviewees than traditional celebrities. The persuasiveness of online DIY celebrity endorsers was not as effective as that of traditional celebrity endorsers. Interviewees even held an overall negative attitude toward online DIY celebrities and their endorsements. Interviewees perceived traditional celebrity endorsers more positively, and their endorsements to be more effective, than online DIY celebrity endorsers. Research limitations/implications The small sample size may constrain any generalization to be drawn from the findings. Future studies are suggested using survey and experiment methodology to further test and compare the persuasiveness of online DIY and traditional celebrity endorsement. Practical implications We suggest communications practitioners continue to use traditional celebrities to improve overall brand image and enhance the target audience’s purchase intention as the exploratory study reveals that audiences have an overall positive experience with traditional celebrities, instead of online DIY celebrities. If online DIY celebrities are preferred in communications strategies, we suggest practitioners carefully select qualified online DIY celebrity endorsers based on image congruence between such online DIY celebrities and the product category in that audiences in the exploratory study are quite cautious when exposed to product endorsement messages from online DIY celebrities. Besides this, audiences have more confidence in product endorsement if there is a fit between online DIY celebrities’ expertise and the endorsed product type. Originality/value This is the first qualitative study on consumers’ perception of product endorsement at the level of online DIY and traditional celebrity endorsers.
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Mehmood, Asim, Sajjad hussain, and Azhar Naeem. "Impact of Celebrity Endorsements on Brands." International Journal of Circular Economy and Waste Management 2, no. 2 (July 1, 2022): 1–10. http://dx.doi.org/10.4018/ijcewm.306212.
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Celebrity endorsement is a very popular marketing type that has dominated the industry. This research paper analyses the impact of celebrity endorsement on brands. This form of marketing became common since television was born. It involves the feature of celebrities in the commercials to help people develop a connection with the brand. Three important attributes discussed in this paper are; brand perception, brand loyalty, and the buying behaviour of the consumer. This study also sheds light on a growing trend of endorsements by celebrities in Pakistan with the youth being the main focus of marketers as these days; they are the ones who seem most impacted by this marketing approach. There are several objectives associated with celebrity brand endorsements. These objectives include the determination of the relationships that exist between the two main variables namely; celebrity endorsement and customer values.
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Jaikumar, Saravana, and Arvind Sahay. "Celebrity endorsements and branding strategies: event study from India." Journal of Product & Brand Management 24, no. 6 (September 21, 2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.
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Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the level of congruence (assessed using brand personality scales) on abnormal returns is also examined. Findings – Event study results indicate significant positive abnormal returns for corporate brands and insignificant returns to house-of-brands. Moreover, the level of congruence is found to have an insignificant effect on endorsement announcement returns. Overall, celebrity endorsements result in positive economic value to Indian firms. Originality/value – This study evaluates the differences in the effectiveness of celebrity endorsements (which might form a significant part of advertising costs) to firms following different branding strategies. Findings from this study indicate that celebrity endorsement announcements from house-of-brands do not lead to any significant stock market returns (in terms of market value). Further, contrary to current literature, the results indicate that the congruence between brand and celebrity has no impact on returns to endorsements in India, warranting further examination of whether congruence or likeability is important in endorsements.
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Park, Sun-Young. "Celebrity Endorsement for Nonprofit Organizations: The Role of Experience-based Fit between Celebrity and Cause." International Business Research 10, no. 1 (November 18, 2016): 8. http://dx.doi.org/10.5539/ibr.v10n1p8.
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Although using celebrities to raise awareness and funds for social causes is a popular technique these days, little research has offered a theoretical explanation for the effects of a celebrity’s personal values on socially oriented communications. This paper, therefore, aims to investigate the role of celebrity experience with a cause, as well as the celebrity endorser’s association with the not-for-profit organizations, in determining the effectiveness of the celebrity’s endorsement of the cause. Results reveal that a celebrity’s personal experience with the endorsed cause positively influences consumers’ perceived congruence between the celebrity and the cause, attributions of the celebrity altruistic motives for the endorsement, perceptions of the celebrity credibility, and attitudes toward the celebrity and the nonprofit organization. Additionally, a celebrity associated with an organization as a founder compared to a spokesperson appears to yield more favorable perceptions of celebrity credibility and attitudes toward the celebrity and the organization. Finally, interesting interaction effects between the celebrity-cause fit and the celebrity’s association with the nonprofit organization emerged. Findings of the present study provide insights into the potential benefits and liabilities of using a celebrity to promote a social cause in the nonprofit sector.
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Azizah, Yuliana Jamilatul, and Khusnul Fikriyah. "PENGARUH CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM PADA PRODUK SCARLETT WHITENING DI SURABAYA." Komitmen: Jurnal Ilmiah Manajemen 4, no. 1 (January 18, 2023): 37–47. http://dx.doi.org/10.15575/jim.v4i1.23552.
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There are many beauty products in the market competition. But there are several factors that influence consumers when making purchasing decisions. In this study using the celebrity endorsement factor and the formulation of the problem is whether the celebrity endorsement influences the purchasing decisions of Muslim consumers on scarlett whitening products in Surabaya. The purpose of this research is to find out whether celebrity endorsements influence the decision of Muslim consumers to buy Scarlett Whitening products in Surabaya. The type of research used is associative quantitative. Questionnaires were distributed to 100 respondents who were selected using a purposive sampling technique with the number of samples using the formula Heir et al. Respondents' answers were measured using a Likert scale. This study shows that celebrity endorsement as an independent variable has an influence on purchasing decisions as the dependent variable of 17.3% (R2). This study has managerial implications for producers/sellers, where celebrity endorsements are important in attracting Muslim consumers to make purchasing decisions on Scarlett Whitening products in Surabaya.
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Kurniawati, Maria Eka. "Consumers’ Perception on Multiple Product Endorsements by Celebrity in Instagram Study Case." Communicare : Journal of Communication Studies 5, no. 2 (January 16, 2019): 47. http://dx.doi.org/10.37535/101005220184.
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Internet had made important changes in economic and social life. It provides interaction and a lot of information that create connection for marketers to reach out and touch their customers especially through Social Media. For present, Instagram is the most popular social media sites in Indonesia. Instagram provide an opportunity for one of the marketing strategies by using celebrity endorser to share their visual contents. Unique post and related content can engage consumers in a personal way and affect people on an emotional level. Celebrity Endorsement according to McCracken (1989) is a transfer process of value perception of the endorser to the product and then from product to consumer. The promotion in Instagram happens in simple manner when the celebrities share post in their Instagram feed. Previous study by Tripp (1994) found that multiple product endorsements by celebrities negatively influence consumer perceptions of the endorser and the product. However, in present day, many endorsement activities come from one celebrity endorser with different kind of products posted every day. Multiple product endorsements is imminent and unavoidable otherwise company may need to compensate the celebrity with a huge amount of endorser fee to make one celebrity exclusive only for their product, yet the impact for exclusive endorser has not been proven. This study focuses on Multiple Product Endorsements by Celebrities that happen in Instagram, researcher choose Nikita Willy, Joanna Alexandra and Karin Novilda as the celebrity endorsers. Qualitative approach has been used to explore and generate understanding on consumers’ perspective toward multiple product endorsements by celebrity. Literature review revealed there were lack of study on multiple product endorsements in Instagram. Hence, interviews were done among 10 respondents of active Instagram user during May 2018 to June 2018. It was found most of respondents favor multiple product endorsements as long as the products endorsed match with the endorser image, the type of contents shared by the endorser has impact on the product endorsed and multiple product endorsements by celebrities can benefit other products promote by the endorser. In general, it can be concluded that multiple product endorsements in Instagram is acceptable and may become part of the marketing communication strategy.
Keywords: multiple product endorsement, celebrity endorsement
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Wahyoedi, Soegeng, Siska Siska, and Hery Winoto Tj. "Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian yang Dimediasi oleh Brand Image dan Perceived Brand Quality Produk Kosmetik MS Glow." Jurnal Multidisiplin Madani 2, no. 3 (March 30, 2022): 1439–60. http://dx.doi.org/10.54259/mudima.v2i3.587.
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This study discusses the effect of celebrity endorsement on purchasing decisions mediated by brand image and perceived brand quality of Ms Glow cosmetic products in North Jakarta. This research was conducted using probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 consumer respondents of Ms Glow in North Jakarta. Data analysis using Smart PLS analysis. Celebrity endorsements by the company are able to influence the brand image of Ms Glow cosmetic products in North Jakarta. The power of celebrity endorsement can increase consumer feelings. Perceived brand quality has a positive and significant influence on purchasing decisions. So it can be said, the perceived brand quality that is felt by consumers is able to influence purchasing decisions for Ms Glow cosmetic products in North Jakarta. Brand image is not able to mediate the influence of celebrity endorsement on purchasing decisions. So it can be said that celebrity endorsements have not been able to form a good brand image in the minds of consumers, so it cannot influence the purchase decision of Ms Glow cosmetic products in North Jakarta. So it can be said, celebrity endorsements that are carried out are able to create the quality of the brand perceived by consumers will increase, so this will have an impact on purchasing decisions for Ms Glow cosmetic products in North Jakarta.
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Ramadhani, Ayunda, and Nurul Insani. "Celebrity Endorsements and Brand Attitudes Toward Buying Interest." International Journal of Social Science and Business 7, no. 2 (June 4, 2023): 305–12. http://dx.doi.org/10.23887/ijssb.v7i2.47383.
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In recent years, the influence of celebrities on brand advertising is very promising. Undoubtedly, celebrity endorsements increase a company's brand awareness through endorsements. This study aims to determine the influence of celebrity endorsement and brand attitude on buying interest in adolescents. This study used a quantitative approach. The subjects of this study amounted to 100 students at SMA X Sangatta Utara who were selected by purposive sampling techniques. The data collection methods used were the scale of purchase intent, celebrity endorsements, and brand attitudes. The data analysis technique used is multiple linear regression. The collected data was analyzed with the help of the Statistical Package for Social Science (SPSS) program version 21.0 for windows. The results of this study showed that there was a significant influence between celebrity endorsement and brand attitude towards buying interest (F = 39.0 16; p = 0.000; R2 = 37.5%). There was no significant effect between celebrity endorsements on buying interest (β = 0.070; t = 1.978; p = 0.544). There was a significant influence between brand attitudes toward purchase intent (β = 0.556; t = 4.859; p = 0.000).
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Gopal, Bharathi S., and N. Elangovan. "Impact of Celebrity Credibility in Social Advertising: A Systematic Review of Rahul Dravid’s Anti-tobacco Campaign Endorsement." Purushartha - A Journal of Management Ethics and Spirituality 14, no. 02 (August 17, 2022): 134–49. http://dx.doi.org/10.21844/16202114211.
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Tobacco cessation programs have had their share of hits and misses. While state-controlled organizations invest in such programs every year, it is hard to trace their effectiveness. This is a bigger challenge when celebrities are enrolled to endorse such programs. Several studies that track celebrity endorsements for marketing commercial products have validated the influence of celebrities on brand-related outcomes. This study provides a systematic review of a celebrity endorsement of an anti-tobacco advertisement. To conduct a systematic review of a celebrity endorsement, we examined the responses of celebrity fans on source (celebrity) credibility factors and their attitude towards the social cause endorsement. Asample of 258 celebrity fans was surveyed using a questionnaire. The survey instrument contained a 15-item scale to measure celebrity factors of physical attractiveness, expertise and trustworthiness. Further, demographic details, social media activity and cigarette consumption details were captured along with cognitive and affective responses towards the anti-tobacco endorsement featuring the celebrity. It was found that physical attractiveness and trustworthiness of the celebrity were found to be influencing the attitude of the fan towards social cause. In addition, the study revealed the significant influence of education on attitude towards social cause in contrast to age and gender as evident in previous studies. The study provides very important insights for advertisers of social causes on effective use of celebrities as part of their communication campaigns
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Rahma, Adelia, Sudarmiatin, Agus Hermawan, Amelia Setyawati, and Farij Ibadil Maula. "CAN CELEBRITY ENDORSE IMPROVE THE PURCHASE DECISION OF “CLOTHING” MSME PRODUCTS THROUGH BRAND IMAGE?" LITERACY : International Scientific Journals of Social, Education, Humanities 1, no. 3 (December 11, 2022): 48–64. http://dx.doi.org/10.56910/literacy.v1i3.289.
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The purpose of the study was to determine (1) the description of the celebrity endorse variable, brand image, and purchasing decisions; (2) The direct effect of celebrity endorsement on a brand image; (3) The direct effect of brand image on purchasing decisions (4) The direct influence of celebrity endorsements on purchasing decisions; and (5) the indirect effect of celebrity endorsement on purchasing decisions through the brand image on Awesam Malang Raya customers. This study uses a quantitative approach with descriptive and explanatory research types. The instrument used is a closed questionnaire which is processed in the validity and reliability test with valid and reliable results. The research population is Malang Raya Awesam customers who decide to buy Awesam clothing products. and have seen endorser Selia Rahma. The sampling technique used a proportional random sampling technique. Calculation of the sample using the Slovin formula with a total of 90 respondents. The analysis used is Path Analysis. The prerequisite test is through the normality test with the results of the residuals being normally distributed and the linearity test with the results of the linear path equation. The results showed that the results of the descriptive analysis of celebrity endorsements and purchasing decisions were included in the good category, and the brand image was included in the good category. The results of path analysis show that (1) celebrity endorsement has a direct effect on brand image; (2) brand image has a direct effect on purchasing decisions; (3) celebrity endorsement has a direct effect on purchasing decisions, and (4) celebrity endorse does not indirectly affect purchasing decisions through the brand image on customers of Awesam store Malang Raya.
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Dewi, Wayan Indriyani Darma, I. Wayan Kiki Sanjaya, and Gusti Ayu Praminatih. "Pengaruh “Celebrity Endorsement” dan Citra Destinasi Terhadap Minat Berkunjung Generasi Z Indonesia ke Korea Selatan." Jurnal Ilmiah Pariwisata dan Bisnis 2, no. 4 (April 30, 2023): 861–76. http://dx.doi.org/10.22334/paris.v2i4.383.
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Seiring berkembangnya teknologi, tren dalam strategi pemasaran pun berubah, salah satunya yaitu tren pemasaran dengan penggunaan media sosial dan selebriti yang disebut celebrity endorsement. Salah satunya yang menerapkan strategi celebrity endorsement itu adalah Korea Tourism Organization (KTO). Menerapkan branding pariwisata “Imagine Your Korea”, KTO menggaet boyband Treasure sebagai celebrity endorser destinasi wisata Mokpo, Andong, Busan, Jeonju dan Gangneung melalui serial “Find Your Korea” di kanal YouTube. Adapun rumusan masalah dalam penelitian ini adalah bagaimana pengaruh dari celebrity endorsement dan citra destinasi terhadap minat berkunjung Generasi Z Indonesia ke Korea Selatan. Adapun tujuan dilakukannya penelitian ini yaitu untuk mengetahui seberapa besar pengaruh celebrity endorsement dan citra destinasi terhadap minat berkunjung Generasi Z Indonesia ke Korea Selatan. Metode penelitian yang digunakan adalah kuantitatif, dengan menyebarkan kuesioner kepada 100 responden dalam bentuk Google Form yang merupakan Generasi Z, penggemar boyband Treasure dan juga belum pernah melakukan kunjungan wisata ke Korea Selatan. Teknik analisis yang digunakan adalah teknik analisis regresi linear berganda. Didapatkan hasil penelitian berupa: 1) Celebrity endorsement dan citra destinasi masing-masing berpengaruh signifikan secara parsial bagi minat berkunjung Generasi Z Indonesia, 2) Celebrity endorsement dan citra destinasi juga berpengaruh signifikan secara simultan bagi minat berkunjung Generasi Z Indonesia ke Korea Selatan.
Along with the development of technology, trends in marketing strategies have changed, one of which is the marketing trend with the use of social media and celebrities called celebrity endorsements. One of the companies that use the celebrity endorsement technique is the Korea Tourism Organization (KTO). Applying the tourism branding "Imagine Your Korea", KTO recruited boyband Treasure as a celebrity endorser for tourist destinations of Mokpo, Andong, Busan, Jeonju, and Gangneung through the "Find Your Korea" series on the YouTube channel. The formulation of the problem from this study is about how the influence of celebrity endorsement and destination image on the visit intention of the Indonesian Z Generation to South Korea. The purpose of this study was to determine the effect of "Celebrity endorsement" and the image of the destination on the visit intention of the Indonesian Z Generation to South Korea. The research method used is a quantitative method, by distributing a questionnaire through Google Form to 100 respondents who are Z Generation, fans of the boyband Treasure, and also have never made a tourist visit to South Korea. The analysis technique used is the multiple linear regression analysis technique. The results are: 1) Celebrity endorsement and destination image each have a partially significant effect on the visit intention of the Indonesian Z Generation to South Korea, 2) Celebrity endorsement and destination image also have a significant simultaneous effect on the visit intention of the Indonesian Z Generation to South Korea.
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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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Henneberg, Stephan C., and Yi-Ling Chen. "Celebrity Political Endorsement." Journal of Political Marketing 6, no. 4 (January 28, 2008): 1–31. http://dx.doi.org/10.1300/j199v06n04_01.
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Leonita, Lily. "IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF LOCAL SKINCARE BRAND: THE ROLE OF PERCEIVED QUALITY AND PERCEIVED VALUE." JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW 6, no. 2 (June 20, 2023): 128–34. http://dx.doi.org/10.22437/jbsmr.v6i2.24608.
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The main objective of this study is to explore the role of celebrity endorsement in generating consumer purchase intent while taking into account perceived value and perceived quality in relation to local skincare brands. in local skincare brands. This study used a survey approach in collecting data. Online research questionnaires were distributed to target respondents. Sampling was carried out using a purposive sampling technique with the criteria of skincare consumers who know local skincare brands and celebrities who endorse the brand. There were 153 responses from respondents that were valid and can be used for analysis. The results of this study demonstrate that the influence of celebrity endorsement and perceived quality on purchase intention is significant. It has been demonstrated that perceived quality helps to moderate the impact of celebrity endorsement on consumers' intention to buy. Celebrity endorsement, moreover, has been shown to influence perceived value. However, perceived value does not affect purchase intention. Hence, it has not been demonstrated that perceived value mediates the impact of celebrity endorsement on purchase or buying intention. The use of celebrity endorsements is able to encourage consumer purchase intentions so that companies should pay attention to the factors in selecting celebrities who will be invited to cooperate to promote products so that the perception of quality as well as the value formed by consumers is in accordance with company targets.
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Kumar Singh, Raj, Bijay Prasad Kushwaha, Tushita Chadha, and Vivek Anand Singh. "INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION." JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION 14, no. 8 (December 31, 2021): 145–58. http://dx.doi.org/10.31620/jccc.12.21/12.
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Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.
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Abd Aziz, Zarith Delaila, and Zarith Thuraya Abd Aziz. "Examining the Impact of Celebrity Endorsement on Student's Purchase Intention of Smartphone." ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL 7, no. 2 (October 31, 2021): 241. http://dx.doi.org/10.24191/abrij.v7i2.15126.
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Consumers in Malaysia have witnessed the use of smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The objectives of this study is to examine the extent at which university students have been impacted by celebrity endorsements on their purchase intention of smartphones. Quantitative method and survey were used to captured 119 data from respondents. The results revealed that celebrity attractiveness has the greatest impact on the purchase intention of smartphones meanwhile celebrity trustworthiness shows the lowest impact on students. The results of this study provides an exclusive viewpoint concerning students’ purchase intention on smartphones and assists marketing practitioners to better understand the use of celebrity endorsement.
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Putri, Aisyah Safira, Dr Leonnard Ong, and Sasotya Pratama. "The Effect of Korean Celebrity Endorsement on Perceived Product Quality and Brand Loyalty: Case of Indonesian Skincare Brand in DKI Jakarta." International Journal of Business Studies 7, no. 1 (February 28, 2023): 28–37. http://dx.doi.org/10.32924/ijbs.v7i1.258.
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According to Indonesian Cosmetic Association, the beauty industry in Indonesia has rapidly increased as the number of brands varied. To attract more customers, many local brands adopt a celebrity endorsement strategy with Korean stars. In recent years’ Korean celebrity endorsement has brought the eye of the public and has benefited businesses in increasing the awareness from fans and sometimes even selling out. However, it becomes a concern whether this strategy can bring the intended result and bring actual buying behavior. The purpose of this research is to examine the impact of celebrity endorsement on perceived product quality and brand loyalty among 100 young-adult women exposed to Somethinc skincare brand and NCT who have previously purchased the product in DKI Jakarta. This study uses quantitative analysis with Partial Least Square Equation Modeling (PLS-SEM) to analyze the data. The result of this study shows that Celebrity Endorsement shows a positive relationship with Perceived Product Quality. AndPerceived Product Quality positively affects Brand Loyalty. This study provides empirical evidence that the above-mentioned relationships do exist, and companies can strategically leverage the facts to their advantage and drive customer perceptions of quality and loyalty through the promotion of appropriate celebrity endorsements.
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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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Ali, Karnila. "PENGARUH TAYANGAN TELEVISI, CELEBRITY ENDORSEMENT, TERHADAP CITRA MEREK (BRAND IMAGE) KOSMETIK MAYBELLINE." GEMA : Jurnal Gentiaras Manajemen dan Akuntansi 13, no. 1 (February 9, 2021): 1–11. http://dx.doi.org/10.47768/gema.v13i1.224.
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Cosmetics can already be regarded as a necessity which will further determine its consumption choices with a variety of cosmetic brands both domestically and abroad. Consumers make considerations based on the brand's image, product prices, product quality, and others.The purpose of this study to determine television advertising impressions affect the Maybellien cosmetics brand image, to find out celebrity endorsement affect maybellien cosmetics brand image and to find out between television advertisement shows and celebrity endorsements simultaneously affect the brand image Maybelline cosmetics .
This research method is quantitative. The technique used in data collection in this study used observation, interview and questionnaire techniques. Then in analyzing data using quantitative methods, i.e. the data collected is then analyzed. After the data is collected, then the data is analyzed using multiple regression analysis and processed using SPSS. Based on data analysis using SPSS, the conclusions of television commercials and celebrity endorsement impressions simultaneously / simultaneously affect the brand image of Maybelline Cosmetics in Management students of the Faculty of Economics and Business, University of Muhammadiyah Metro University.
Abstrak
Kosmetik sudah bisa dikatakan sebagai kebutuhan yang selanjutnya akan menentukan pilihan konsumsinya dengan berbagai merk kosmetik baik dalam negeri maupun luar negeri. Konsumen membuat pertimbangan berdasarkan citra merek, harga produk, kualitas produk, dan lain-lain. Tujuan penelitian ini untuk mengetahui pengaruh tayangan iklan televisi terhadap citra merek kosmetik Maybellien, mengetahui pengaruh endorsemen selebriti terhadap citra merek kosmetik maybellien, dan untuk mengetahui antara tayangan iklan televisi dan celebrity endorsement secara simultan mempengaruhi citra merek kosmetik Maybellien.
Metode penelitian ini adalah kuantitatif. Teknik yang digunakan dalam pengumpulan data dalam penelitian ini menggunakan teknik observasi, wawancara dan angket. Kemudian dalam menganalisis data dengan menggunakan metode kuantitatif, yaitu data yang terkumpul kemudian dianalisis. Setelah data terkumpul, selanjutnya data tersebut dianalisis dengan menggunakan analisis regresi berganda dan diolah menggunakan SPSS. Berdasarkan perhitungan Uji t, maka kesimpulan iklan televisi dan tayangan celebrity endorsement secara simultan berpengaruh signifikan dan positif dalam meningkatkan variable dependent brand image kosmetik Maybelline. Dari hasil perhitungan Uji f yang diperoleh bahwa tayangan iklan televisi dan celebrity endorsement berpengaruh signifikan terhadap citra merek pada mahasiswi Manajemen Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Metro.
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Reza, Faisal, and Ira Valentina Silalahi. "Menyelidiki Peran Dukungan Selebriti Dan Influencer Pada Kinerja Pemasaran Dengan Media Sosial Sebagai Variabel Intervening." ArtComm : Jurnal Komunikasi dan Desain 5, no. 1 (April 19, 2022): 29–38. http://dx.doi.org/10.37278/artcomm.v5i1.485.
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Penelitian ini bertujuan untuk menganalisis pengaruh Celebrity Endorsements dan Influencer terhadap Kinerja Pemasaran dengan peran mediasi media sosial pada konsumen Shopee Bandung khususnya di Universitas Widyatama. Penelitian ini menggunakan metode analisis jalur dengan bantuan software SPSS. Populasi dalam penelitian ini adalah para pengguna aplikasi Shopee di lingkungan Universitas Widyatama Bandung. Sampel dipilih sebanyak 140 orang yang terpilih. Kesimpulan dalam penelitian ini adalah Celebrity endorsement dan influencer berpengaruh positif dan signifikan terhadap media sosial, dan media sosial berpengaruh positif dan signifikan terhadap kinerja pemasaran, celebrity endorsement dan peran influencer berpengaruh positif dan signifikan terhadap kinerja pemasaran. melalui media sosial sebagai variabel intervening.
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Khairunnisa, Nurul Hafidzah, and Ina Oktaviana Matusin. "ANTESEDEN NIAT UNTUK MELANJUTKAN PENGGUNAAN PADA PRODUK KOSMETIK TANPA SERTIFIKAT HALAL." Jurnal Ekonomi Trisakti 3, no. 2 (August 28, 2023): 2931–44. http://dx.doi.org/10.25105/jet.v3i2.17895.
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Penelitian ini bertujuan untuk menganalisis pengaruh celebrity endorsement terhadap attitude, pengaruh celebrity endorsement terhadap brand image, pengaruh brand image terhadap attitude, pengaruh brand image terhadap continuance of use intention, pengaruh attitude terhadap continuance of use intention, pengaruh celebrity endorsement terhadap continuance of use intention melalui attitude, pengaruh celebrity endorsement terhadap continuance of use intention melalui brand image, dan pengaruh celebrity endorsement terhadap continuance of use intention melalui brand image dan attitude secara berurutan. Penelitian ini dilakukan pada individu yang merupakan mahasiswa muslim yang menggunakan produk kosmetik tanpa sertifikat halal. Data penelitian diperoleh melalui kuesioner online (Google Form). Teknik penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM). Hasil penelitian ini menyimpulkan bahwa variabel celebrity endorsement berpengaruh positif terhadap attitude, variabel celebrity endorsement berpengaruh positif terhadap brand image, variabel brand image berpengaruh terhadap attitude, variabel brand image berpengaruh positif terhadap continuance of use intention, variabel attitude terhadap continuance of use intention, variabel celebrity endorsement berpengaruh positif terhadap continuance of use intention melalui brand image, dan variabel celebrity endorsement berpengaruh positif terhadap continuance of use intention melalui brand image dan attitude secara berurutan.
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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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Ambroise, Laure, and Noël Albert. "Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectives." Recherche et Applications en Marketing (English Edition) 35, no. 2 (October 29, 2019): 97–122. http://dx.doi.org/10.1177/2051570719876198.
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Although the literature on celebrity endorsement is abundant and complex, few studies have provided a review of this issue. Our article thus seeks to complement this dearth of studies by presenting a critical, prospective, and innovative review on the celebrity endorsement literature. Paying special attention to current management practices, we will first build on the concepts of endorsement and celebrity. Second, we will focus on the mechanisms of the effectiveness of celebrity endorsement and highlight their limitations. We will also propose a theoretical framework which suggests that considering consumers’ relationships with both the brand and the celebrity may provide complementary information on the effects of celebrity endorsement. Finally, we will broaden the traditional view of the usual effects of endorsement by analyzing its consequences for both the celebrity and the consumer. Through this article, we hope to help build upon existing scholarship and reinvigorate the academic vision of celebrity endorsement.
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Prentice, Catherine, and Lei Zhang. "Celebrity endorsement and stock market return." Marketing Intelligence & Planning 35, no. 4 (May 6, 2017): 529–43. http://dx.doi.org/10.1108/mip-10-2016-0197.
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Purpose Celebrity endorsement advertising receives increased attention in the relevant literature. Approaching from the abnormal stock market return perspective, the purpose of this paper is to investigate the potential risks and expected profit associated with celebrity endorsement. The factors that are included in this investigation are the attributes relating to celebrities and the endorsed firms. Design/methodology/approach Data were collected from over 300 firms that use celebrity endorsements and are listed in two of the biggest stock exchanges in China. The study uses the event study method to analyze the proposed relationships. Findings Some of the findings in the current study are consistent with or contrast to those in previous research. Specifically, this study finds that the celebrities’ demographics such as age and gender have little influence on financial return of the endorsed firm. However, investors respond rather negatively toward using actor celebrities to endorse a product or a brand, especially for high-tech products. The match-up endorsement has a positive effect on the firm’s abnormal return. Research limitations/implications The current study has implications for the relevant literature and practitioners. Very few studies have used stock market return to measure celebrity endorsement effectiveness. This study provides insights into the influence of various factors associating with celebrities and the endorsed firm, extending the celebrity endorsement research into a broader domain. In particular, this study has practical implications for firms that have used or intend to use actor celebrity endorsement. Originality/value This study is the first to use event study method to comprehensively analyze influence of attributes relating to both the celebrities and the endorsed firms in China on stock market return.
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Bogollu, Veda Varsha Reddy, and Sathish Arumbi Saravanan. "From Endorsers to Endorsed: Examining the Role of Celebrity Endorsements on Attitudes and Purchase Intention." International Journal of Professional Business Review 8, no. 6 (June 19, 2023): e02513. http://dx.doi.org/10.26668/businessreview/2023.v8i6.2513.
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Purpose: The purpose of this study is to investigate the impact of number of endorsers on consumers' attitudes regarding advertisements and brands, as well as their decisions to make purchases. Theoretical framework: This article examines the literature from a broad perspective, identifying the gap between the effectiveness of celebrity-endorsed commercials. To narrate the wide range of celebrity endorsements used in actual advertising campaigns, a holistic theory-inclusive framework is required. Design/methodology/approach: Survey method has been utilized to analyze the hypothesis and objective of the research. A total of 260 samples were received through various online sources using google forms. The data in this study was investigated using SPSS version 20.0 and Smart-PLS version 3.0. Findings: The findings indicated that there is no direct relationship between the endorsers and the intention to make a purchase; however, attitudes toward ads, attitudes towards brands, and purchase intentions have a positive relationship with a single celebrity endorsement, attitude towards advertisement and purchase intention have a positive relationship with both single and multiple celebrity endorsement. Research, Practical & Social implications: The study focused upon the effective form of celebrity endorsement which has a wider impact in future scope. Originality/value: This article builds value on the articles and past research works that gives a brief explanation on the effective form of celebrity endorsement which has a wider impact in future scope.
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Brimah, B. A., W. D. Olanipekun, G. A. Olorunlambe, and S. Salawu. "The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students." SocioEconomic Challenges 4, no. 3 (2020): 104–12. http://dx.doi.org/10.21272/sec.4(3).104-112.2020.
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The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising. Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.
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Zhou, Mi, Srijith Rajamohan, Valisa Hedrick, Sofia Rincón-Gallardo Patiño, Faiz Abidi, Nicholas Polys, and Vivica Kraak. "Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990–2017." International Journal of Environmental Research and Public Health 16, no. 19 (October 4, 2019): 3743. http://dx.doi.org/10.3390/ijerph16193743.
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Celebrity endorsement used to promote energy-dense and nutrient-poor (EDNP) food and beverage products may contribute to poor dietary habits. This study examined celebrity endorsement of branded food and beverage products and marketing campaigns in the United States (US) from 1990 to 2017. Celebrity endorsement data were collected from peer-reviewed and grey literature. Interactive data visualizations were created for the endorsement relationships between celebrities, companies and products whose nutritional profiles were compared with the US Department of Agriculture’s (USDA’s) Smart Snacks Standards. Logistic regression was used to explore associations between celebrities’ demographic profiles and the nutritional profiles of products. Results showed 542 celebrities were associated with 732 endorsements representing 120 brands of 59 companies across 10 food and beverage categories. Two thirds (67.2%; n = 80) of the brands represented EDNP products that did not align with the USDA’s Smart Snacks Standards. Logistic regression analysis indicated that Millennial (p = 0.008) and male celebrities (p = 0.041) were more likely to endorse EDNP products than Generation Z teen and female celebrities, respectively. No statistical significance was observed for celebrities of other demographic profiles. This study may inform future policies and actions of the US government, industry, researchers and consumer advocacy organizations to use celebrity endorsement to promote healthy food environments for Americans.
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Handriana, Tanti, and Wahyu Rahman Wisandiko. "Consumer Attitudes Toward Advertisement and Brand, Based on the Number of Endorsers and Product Involvement: An Experimental Study." Gadjah Mada International Journal of Business 19, no. 3 (December 22, 2017): 289. http://dx.doi.org/10.22146/gamaijb.18338.
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Utilizing endorsers in the advertising industry to promote products is currently on the rise, and employing celebrities as the endorsers is still the marketers’ favorite method. This study aims to analyze the influence of the number of endorsers and the product’s involvement on the consumers’ attitude towards the advertisement and the brand. The research’s approach used a 2x2 factorial experimental design. A total of 120 undergraduate students, who were further divided into 4 groups, were selected as the respondents of this study. The results show the differences in consumer attitudes towards advertisements and the brand, based on the number of endorsers and the product’s involvement. The study also reveals that if there is low involvement with the product, multiple celebrity endorsements will generate a better consumers’ attitude towards it than a single celebrity endorsement. Multiple celebrity endorsements will also generate a better attitude among the consumers towards the brand than a single celebrity endorsement will produce.
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Geng, Ruibin, Shichao Wang, Xi Chen, Danyang Song, and Jie Yu. "Content marketing in e-commerce platforms in the internet celebrity economy." Industrial Management & Data Systems 120, no. 3 (January 6, 2020): 464–85. http://dx.doi.org/10.1108/imds-05-2019-0270.
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Purpose With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers. Despite the widespread use of social media and online communities, empirical studies investigating the economic value of user-generated content (UGC) and marketer-generated content (MGC) still lag behind. The purpose of this paper is to contribute both theoretically and practically to capture both first-order effects and second-order effects of internet celebrity endorsements on marketing outcomes in an e-commerce context. Design/methodology/approach This study conducts a cross-sectional regression to evaluate the economic value of internet celebrity endorsement, and a panel vector autoregressive model is adopted to examine the relationship between celebrities’ and consumers’ content marketing behaviors and e-commerce sales performance. The authors also adopt look-ahead propensity-score matching technique to correct for selection bias. Findings The empirical results show that the content generation efforts of marketers and the interaction behaviors between marketers and consumers will significantly influence the e-commerce sales, which refers to the first-order effects of internet celebrity endorsement. Moreover, interactions within the fan community exert second-order effects of content marketing on sales performance. Originality/value This paper provides new insights for e-commerce retailers to evaluate the economic values of internet celebrity endorsement, a new content marketing practice in e-commerce platform.
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Thusyanthy, Vadivelu, and Vadivelu Tharanikaran. "The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review." International Journal of Business and Management 10, no. 11 (October 26, 2015): 212. http://dx.doi.org/10.5539/ijbm.v10n11p212.
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Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.
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Prasojo, Eko. "PENGARUH CELEBRITY ENDORSEMENT TERHADAP MINAT BELI MELALUI BRAND IMAGE." Jurnal Riset Manajemen dan Bisnis 14, no. 2 (January 29, 2020): 83. http://dx.doi.org/10.21460/jrmb.2019.142.338.
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ABSTRAKSI Selebriti terkenal menjadi pertimbangan yang amat besar untuk menjadi komunikator dalam sebuah iklan, yang biasa disebut sebagai selebriti endorser. Selebriti yang sedang naik daun atau popular diyakini dapat lebih mempengaruhi seseorang untuk mengambil tindakan tertentu sesuai dengan tujuan awal. Iklan adalah salah satu strategi yang dilakukan perusahaan untuk mengomunikasikan produk dan mengenalkan sebuah merek. Bentuk komunikasi ini dapat dilakukan dengan berbagai macam cara, salah satu contohnya adalah iklan yang dipakai oleh produk Luwak White Koffie, dimana didalam iklannya menggunakan Celebrity Endorsement yang bertujuan untuk menarik perhatian calon konsumen ketika melihatnya. Celebrity Endorsement dapat membawa dampak pada dunia periklanan, tergantung dari kepribadian dan kepopuleran dari selebriti tersebut. Tujuan dari penelitian ini adalah untuk mengetahui Kredibilitas Celebrity Endorsement terhadap Brand Image, untuk mengetahui Keahlian Celebrity Endorsement terhadap Brand Image, untuk mengetahui Daya Tarik Celebrity Endorsement terhadap Brand Image, untuk mengetahui Kepercayaan (trustworthiness) Celebrity Endorsement terhadap Brand Image, untuk mengetahui power Celebrity Endorsement terhadap Brand Image serta untuk mengetahui Brand Image terhadap Minat Beli. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara kredibilitas, keahlian, dayatarik, kepercayaan, power (kekuatan) terhadap brand image pada konsumen produk Luwak White Koffie serta terdapat pengaruh positif dan signifikan antara brand image terhadap minat beli konsumen produk Luwak White Koffie di Kota Tegal. Kata kunci : Celebrity Endorsement, Brand Image dan Minat BeliABSTRACT 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. Keywords: Celebrity Endorsement, Brand Image and Purchase Interest
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Mahardhika, Miranda, and Jul Aidil Fadli. "Pengaruh Celebrity Endorsment, Citra Merek dan Kepercayaan Merek Terhadap Niat Beli Produk Serum Somethinc di Instagram." Jurnal Akuntansi, Manajemen, Bisnis dan Teknologi (AMBITEK) 3, no. 2 (August 1, 2023): 214–22. http://dx.doi.org/10.56870/ambitek.v3i2.98.
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Currently in Indonesia, it has become a trend to use skincare, especially serum in carrying out treatments to have beautiful and beautiful skin to support appearance. To ensure the attractiveness and satisfaction of the online media for the beauty business, the researchers tried to find out in depth about the reviews of the use of celebrity endorsements. So in an effort to maintain the positive impact of celebrity endorsements on Instagram on customer behavior, researchers and business experts are encouraged to have a better understanding of this phenomenon. In this study, researchers examined the effect of celebrity endorsements on the purchase intention of beauty serum products on Instagram. In analyzing the data, the researcher used simple regression analysis to determine the effect partially, while multiple regression analysis was used to determine the effect simultaneously. Furthermore, this study uses primary data obtained from distributing questionnaires to 160 respondents ranging from 15 to 50 years of age who know the SomeThinc brand and celebrity Tasya Faraysa on Instagram. The results of this study prove that celebrity endorsement has a positive effect on brand image and brand trust and purchase intention, then brand trust and brand image also have a positive effect on purchase intention, this means that brand trust and brand image can strengthen the influence of celebrity endorsement on purchase intention.
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Jain, Varsha, and Subhadip Roy. "Understanding meaning transfer in celebrity endorsements: a qualitative exploration." Qualitative Market Research: An International Journal 19, no. 3 (June 13, 2016): 266–86. http://dx.doi.org/10.1108/qmr-03-2015-0020.
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Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the authors aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken (1986, 1989) and outcome of the flow of meaning through celebrity endorsements. Design/methodology/approach The authors used an interpretive approach to address four broad research questions framed after a comprehensive literature review. Eight focus group discussions (FGD) (along with embedded word association techniques) were conducted among audience from heterogeneous demographic backgrounds from India. Content and thematic analysis were carried out on the FGD transcripts and the word association test results to generate findings. Findings The findings indicate seven themes of celebrity meaning, namely, personality, credibility, physical appearance, feelings, performance, values and cogent power. Most meanings were found to be transferred to a brand via the endorsement. The possibility of reverse meaning transfer and the change of celebrity meanings overtime were also observed. Research limitations/implications The major contribution of the present study is the development of a measurable and applicable model of meaning transfer in celebrity endorsements, along with a set of testable propositions. Practical implications The findings provide a guiding framework for practitioners who would like to use a celebrity endorsement strategy. Originality/value This is one of the first attempts to develop a comprehensive model of meaning transfer in celebrity endorsements that includes sub-constructs of “meaning” and the moderators in the process.
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Ladkoo, Adjnu Damar, and Fatmah Bibi Amina Ismael. "The Impact of Celebrity Endorsement on Brand Knowledge: A Comparative Study in Mauritius." Business and Economic Research 8, no. 2 (March 21, 2018): 85. http://dx.doi.org/10.5296/ber.v8i2.12864.
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Celebrity Endorsement, a tool used by several organisations, has today helped to attract customers so as to build a stronger image. Charisma, achievements and ethical actions are some of the traits of good endorsers. This paper is an effort to establish the relationship between Celebrity Endorsement and Brand Knowledge. This research considered two big brands in the sports apparel industry – Adidas and Nike. The aim was to determine whether there was a difference in the Brand Knowledge of Adidas and Nike consumers when impacted by Celebrity Endorsement. For this purpose, the Brand Knowledge of the respondents was assessed as well as how the latter perceived celebrity endorsers. This study adopted a quantitative survey methodology by distributing digital questionnaires. The study revealed that there was a relationship between Celebrity Endorsement and Brand Knowledge and also, although no significant difference in the Brand Knowledge of Nike and Adidas consumers was recorded earlier, however, when impacted by Celebrity Endorsement, their Brand Knowledge differed. The paper contributes to the creation of knowledge such as understanding the complexity and impacts of Celebrity Endorsement in more depths. Managers of Nike and Adidas could use this knowledge to enhance their endorsement strategies. While previous research focused on other impacts of Celebrity Endorsement, this paper attempted to shed light in an unexplored area.
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Valdez, Mohamad Alppy, and Rendro Dhani. "Celebrity Endorsers in Government Communication: A Plausible Option amidst Uncertainty and Declining Public Trust." Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia 6, no. 2 (December 5, 2021): 242–55. http://dx.doi.org/10.25008/jkiski.v6i2.598.
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This paper examines the harness of celebrity endorsers by government organizations as a strategy of political public relations. The purpose of this study was to broaden understanding of how celebrity endorsers and key opinion leaders work in the political realm, notably in supporting government policy. This descriptive-qualitative research uses a single case study on the promulgate efforts of the government’s COVID-19 vaccination program using celebrity endorsements. Literature research and social media material from a celebrity endorser were used as data collection techniques. To discover propaganda techniques, content analysis was performed on Raffi Ahmad’s social media posts. Next, a group discussion with six key informants was held to confirm the findings. Given the context and focus of this study lies on government organizations, we offer a different approach in examining celebrity endorsements by using propaganda theories and concepts. Kahneman’s dual-system theory of fast and slow thinking was also fruitful to rationalize the work of endorsement and relevant to propaganda and other persuasion theories. We found that the key messages that Raffi Ahmad published on his social media contained propaganda elements that had the potential to influence public opinion before making a decision. Therefore, the use of celebrity endorsements by government organizations is likely to be effective in influencing public behavior, or at least in raising awareness of government policies. We conclude that celebrity endorsement can be a plausible option to be implemented in the government communication strategy to achieve certain objectives.
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KROM, İpek. "Celebrity Endorsement Strategy Uses and Popular Culture: ‘A Fidgety Coca-Cola’ Ad." Erciyes İletişim Dergisi 10, no. 2 (July 30, 2023): 609–29. http://dx.doi.org/10.17680/erciyesiletisim.1273357.
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The use of celebrity endorsement strategy in ads brings attributes like admiration, advertising appeals, favorable attitudes, famousness, memorability, popularity, attractiveness, likability, and sympathy. Furthermore, celebrity endorsement enables an increase in sales as well as market share. Popular culture, on the other hand, is a set of values and practices that are adapted by subcultures through globalization, media and consumption culture, which become widespread as a mechanism aiming to oppose the system while integrating with it. In this research ‘A Fidgety Coca-Cola’ advertisement, in which the global brand uses the celebrity endorsement strategy is analyzed using the descriptive content analysis method according to Hofstede’s Cultural Onion Model and Hofstede’s Cultural Dimensions Theory. The research aims to find out the uses of celebrity endorsement strategy as well as the role of celebrity endorsement strategy in producing hybrid popular codes. The celebrity endorsement strategy uses in the ad is for the means of producing popular culture codes like following trends, being trendy, bringing trendiness to the product as well as embracing celebrity culture and consumption culture. The celebrity endorsement strategy is used in the ad to internalize globalized American cultural value dimensions through proposing trendy self-images and symbolic consumption.
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Nataraajan, Rajan, and Sudhir K. Chawla. "“Fitness” Marketing: Celebrity or Non-Celebrity Endorsement?" Journal of Professional Services Marketing 15, no. 2 (May 30, 1997): 119–29. http://dx.doi.org/10.1300/j090v15n02_09.
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Nataraajan, Rajan, and Sudhir Chawla. "“Fitness” marketing: Celebrity or non-celebrity endorsement?" Services Marketing Quarterly 15, no. 2 (1997): 119–29. http://dx.doi.org/10.1080/15332969.1997.9985277.
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Roy, Subhadip, and Varsha Jain. "Exploring meaning transfer in celebrity endorsements: measurement and validation." Asia-Pacific Journal of Business Administration 9, no. 2 (June 5, 2017): 87–104. http://dx.doi.org/10.1108/apjba-06-2016-0058.
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Purpose The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a comprehensive model of meaning transfer in celebrity endorsements. Design/methodology/approach Based on a conceptual model of meaning transfer that starts from celebrity identity as an antecedent of perceived celebrity meaning (CM), the study integrates CM, brand meaning (BM) and consumer behavior (CB) and two moderators leading to six studied hypotheses. The model is empirically tested using survey data (of 483 consumers) from India with the application of factor analysis and structural equation modeling. Findings Major results indicate a positive effect of CM on BM and BM on subsequent CB. The moderating effect of consumer knowledge and product involvement in successful meaning transfer is also observed. Research limitations/implications Contribution of the present study lies in the validation of a comprehensive model of meaning transfer in celebrity endorsements that may pave the way to the explanation of previous confounding results. Practical implications The present study provided an actionable model for marketers that would lead to successful meaning transfer and the various factors that need to be controlled. Originality/value This is the first study to validate the MTM that integrates the basic tenets of celebrity endorsement theory.
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Amboningtyas, Dheasey, and Leonardo Budi Hasiholan. "The influence of selebgram as celebrity endorsement and product quality on purchase decisions moderated with brand image." Enrichment : Journal of Management 13, no. 1 (April 13, 2023): 174–85. http://dx.doi.org/10.35335/enrichment.v13i1.1229.
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The purpose of this study is to determine the impact of Celebgram as celebrity endorsement and product quality on purchasing decisions mediated by brand image. The population and sample in this observation are Yogyakarta residents participating in Ella Skin Care. This observation was sampled using a non-probabilistic sampling technique. The analytical methods used in this study are instrumental tests consisting of validity and reliability tests, descriptive statistics tests, normality tests, multicollinearity tests, heterocystism tests and classical autocorrelation tests using SPPS. Hypothesis testing consisting of conservative hypothesis testing, multiple linear regression analysis, relaxed regression analysis, statistical t-tests, F-tests, and coefficient determinations. The output of SPSS is that the results of this study suggest that celebrity endorsement and product quality partially influence purchase decisions, and that brand image may moderate the relationship between celebrity endorsements and purchase decisions. , and that brand image may not moderate the relationship between product quality and product quality. purchase decision. At the same time, through celebrity endorsements and product quality, they jointly or jointly influence purchasing decisions.
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Al-Mutairi, Afnan, and Kamran Siddiqui. "The relationship between celebrity endorsement and purchase decisions." E3S Web of Conferences 402 (2023): 08026. http://dx.doi.org/10.1051/e3sconf/202340208026.
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This paper aims to study the impact of celebrity endorsements on purchase intention in Saudi Arabia. Questionnaire was developed using three independent variables Celebrity’s Attractiveness, Expertise Trustworthiness and one dependent variable i.e., customer’s Purchase Intensions. Data was collected using online questionnaire tool i.e., UDQuest. 117 respondents participated in the survey. Survey results shows that Celebrity’s attractiveness plays a pivotal role in shaping customer’s purchase intentions.
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Hussain, Imran. "Impact of Celebrity Endorsement on Consumers' Buying Behavior." Journal of Marketing Strategies 2, no. 1 (January 15, 2020): 1–9. http://dx.doi.org/10.52633/jms.v2i1.23.
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The rapidly evolving market conditions and intense competition between the firms and marketers to adopt competitive strategies to promote their product to the right customer. Recent developments in consumer behavior and marketing studies emphasize various elements which impose an influencing impact on consumers and persuade them towards purchase intentions. This study explores the impact of celebrity endorsement and the mediating effect of consumer attitude on consumer purchase intention in a developing country. The study employed a quantitative research design for which a self-administrated structured research questionnaire was administered. the data were collected from 100 university students as respondents. The findings indicate that there is a strong influence of celebrity endorsements on university students. The celebrity endorser who possesses attributes such as likability, attractiveness, credibility, and personality has a positive influence on consumer’s purchase intentions. Moreover, celebrity endorsements create a positive impact on consumers attitudes towards endorsed brands and products which stimulate the purchase intention. This research provides some useful theoretical and practical implications for researchers and marketers on the use of celebrity endorsers.