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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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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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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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Costanzo, Paul J., and Janelle E. Goodnight. "Celebrity Endorsements." Journal of Promotion Management 11, no. 4 (April 28, 2005): 49–62. http://dx.doi.org/10.1300/j057v11n04_05.
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Mitka, Mike. "Celebrity Endorsements." JAMA 299, no. 6 (February 13, 2008): 625. http://dx.doi.org/10.1001/jama.299.6.625-a.
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Dhotre, Meenal. "Celebrity Endorsements." Vikalpa: The Journal for Decision Makers 34, no. 4 (October 2009): 161–66. http://dx.doi.org/10.1177/0256090920090411.
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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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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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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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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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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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Firman, Ahmad, Gunawan Bata Ilyas, Heru Kreshna Reza, Setyani Dwi Lestari, and Aditya Halim Perdana Kusuma Putra. "The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention." Jurnal Minds: Manajemen Ide dan Inspirasi 8, no. 1 (June 8, 2021): 107. http://dx.doi.org/10.24252/minds.v8i1.20594.
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This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.
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Centeno, Dave, and Jeff Jianfeng Wang. "Effects of narrowed social distance on local and international celebrity-endorsed advertisement attitudes." Journal of Consumer Marketing 37, no. 5 (May 1, 2020): 521–32. http://dx.doi.org/10.1108/jcm-10-2019-3455.
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Purpose This paper aims to examine the effects of narrowing social distance with celebrity endorsers (i.e. via close relationship social categories) and their origin (i.e. local or international) on consumer attitudes about advertisements. It is proposed that using such a relational approach to celebrity endorsement, where celebrities are framed as socially close social categories, leads to more favorable attitudes toward the advertisement. Design/methodology/approach A pilot test on actual advertisements and three laboratory experiments tested the proposed hypotheses on the effects of varying celebrity social distance levels, with self-referencing as mediator, on attitudes toward the advertisements. Findings Celebrity endorsements are more effective when the advertisement features celebrities as socially close social category; furthermore, these effects are more pronounced when the celebrity is local as opposed to foreign. The study also proposes that consumer self-referencing vis-a-vis celebrities’ social distance through framed social categories mediates these effects. Originality/value Anchored in the identity and social identity theories, implications on relational approaches to celebrity endorsements and international marketing communications are discussed together with the fact that Asian culture inherently subscribes to relational celebrity endorsements.
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Agnihotri, Arpita, Saurabh Bhattacharya, and Satya Prasad V.K. "Are multiple brand endorsements economically effective?" Journal of Product & Brand Management 27, no. 5 (August 20, 2018): 523–33. http://dx.doi.org/10.1108/jpbm-08-2017-1549.
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Purpose The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio. Design/methodology/approach Study is based on instrumental variable regression analysis approach and is conducted in one of the emerging markets, i.e. India. Findings The findings indicate that firms’ market valuations increase as its proportion of brands endorsed by celebrities increases. Furthermore, popularity reputation of celebrity also influences market valuation, and relationship is positively moderated by celebrity’s experience. Originality/value Extant studies have considered one endorsement news of a firm at a time. However, how total proportion of firms’ brand endorsed by celebrities impacts its performance has not been investigated. Furthermore, impact of celebrity traits has been examined only in consumer behavior studies and has been rarely investigated in context of firms’ economic performance.
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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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Atkinson, Matthew D., and Darin DeWitt. "Celebrity political endorsements matter." Celebrity Studies 7, no. 1 (January 2, 2016): 119–21. http://dx.doi.org/10.1080/19392397.2016.1131014.
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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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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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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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Kennedy, Amanda, Stacey M. Baxter, and Alicia Kulczynski. "Promoting authenticity through celebrity brands." European Journal of Marketing 55, no. 7 (March 24, 2021): 2072–99. http://dx.doi.org/10.1108/ejm-10-2019-0802.
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Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.
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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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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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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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Dixon, Helen, Maree Scully, Melanie Wakefield, Bridget Kelly, Kathy Chapman, and Robert Donovan. "Parent's responses to nutrient claims and sports celebrity endorsements on energy-dense and nutrient-poor foods: an experimental study." Public Health Nutrition 14, no. 6 (February 10, 2011): 1071–79. http://dx.doi.org/10.1017/s1368980010003691.
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AbstractObjectiveTo assess parents’ responses to common, potentially misleading strategies for marketing energy-dense and nutrient-poor (EDNP) child-oriented foods.DesignBetween-subjects online experiment to test whether nutrient claims and sports celebrity endorsements on the front of packs of EDNP products lead parents to prefer and rate these foods more favourably.SettingAustralia.SubjectsA total of 1551 parents of children aged 5–12 years, who were the main household grocery buyers.ResultsInclusion of nutrient claims or sports celebrity endorsements on EDNP products led parents to perceive these products to be more nutritious than if they did not include such promotions. When asked to choose between a pair of different products (EDNP v. healthier), 56 % of parents did not read a nutrition information panel (NIP) before making their choice and this did not differ by promotion condition. These parents were more likely to choose an EDNP product if it included a nutrient claim (OR = 1·83, 95 % CI 1·31, 2·56; P < 0·001) or sports celebrity endorsement (OR = 2·37, 95 % CI 1·70, 3·32; P < 0·001). Sports celebrity endorsements also enhanced parent's perceptions of typical consumers of the product, perceptions of product healthiness and quality, as well as purchase intentions.ConclusionsNutrient claims and sports celebrity endorsements tip consumer preferences towards EDNP products bearing such promotions, especially among the majority who do not read the NIP. As parents largely determine what foods are available to children at home, it is critical that initiatives aimed at reducing the persuasive impact of food marketing include this target group.
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Larson, Robin J., Steven Woloshin, Lisa M. Schwartz, and H. Gilbert Welch. "Celebrity Endorsements of Cancer Screening." JNCI: Journal of the National Cancer Institute 97, no. 9 (May 4, 2005): 693–95. http://dx.doi.org/10.1093/jnci/dji117.
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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.
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Tien, Han-Kuang. "How Much Should Managers Pay for Celebrity Endorsements?" International Journal of Marketing Studies 9, no. 2 (March 2, 2017): 68. http://dx.doi.org/10.5539/ijms.v9n2p68.
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Firms that choose to include celebrity endorsements in their advertisements are required to pay large sums in advance for these appearances, even though there is no guarantee of future sales of the target product. As such, managers require a method to evaluate the monetary value of including celebrity endorsements in advertising. In this study employing two experimental designs, we provide a rigorous and predictable framework to measure the potential marginal contribution of celebrity endorsements, which can serve as an objective standard for managers when calculating celebrity appearance budgets. Implications for researchers and practitioners are also discussed.
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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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Winterich, Karen Page, Manish Gangwar, and Rajdeep Grewal. "When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements." Journal of Marketing 82, no. 3 (May 2018): 70–86. http://dx.doi.org/10.1509/jm.16.0169.
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The use of celebrity endorsements varies across countries; does their effectiveness similarly vary across cultures? The authors propose that power distance beliefs (PDB), a cultural orientation related to the extent to which people expect and accept differences in power, moderate the effects of celebrity endorsements. A positive effect of celebrity endorsers on evaluations of advertising should be more potent with greater PDB; source expertise and trustworthiness likely underlie this effect. To test the hypotheses, the authors use moderated mediation analyses, with corrections for measurement error and endogeneity of the mediators (source expertise and trustworthiness). The results of three studies, using both manipulated and measured PDB for respondents in different countries and with a variety of endorsers, demonstrate that PDB determine the effectiveness of celebrity endorsements on attitudes toward the advertisement and the brand. In support of the moderated mediation model, perceptions of source expertise and trust mediate the effect of celebrity endorsements, conditional on PDB. The results hold for nondurables but do not generalize to durable products.
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Kowalewska, Kinga. "The effectiveness of celebrity endorsements in Polish magazines." Annales. Etyka w Życiu Gospodarczym 21, no. 4 (March 19, 2018): 31–44. http://dx.doi.org/10.18778/1899-2226.21.4.04.
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Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.
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Keel, Astrid, and Rajan Nataraajan. "Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding." Psychology & Marketing 29, no. 9 (August 28, 2012): 690–703. http://dx.doi.org/10.1002/mar.20555.
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Albert, Noël, Laure Ambroise, and Pierre Valette-Florence. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?" Journal of Business Research 81 (December 2017): 96–106. http://dx.doi.org/10.1016/j.jbusres.2017.08.002.
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Nownes, Anthony J. "Celebrity Endorsements and Voter Emotions: Evidence From Two Experiments." American Politics Research 45, no. 4 (April 30, 2017): 648–72. http://dx.doi.org/10.1177/1532673x17704938.
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Here, I report the results of two randomized, posttest only, control group, survey experiments in which respondents were exposed to factual information about celebrity support for Hillary Clinton during the 2016 presidential election campaign. Based on previous research, I hypothesize that celebrity endorsements will affect the emotions of enthusiasm, anger, and anxiety vis-à-vis Secretary Clinton. My results provide support for the general notion that celebrity endorsements can affect voter emotions. Specifically, I find that celebrity endorsements profoundly decreased the negative emotions of anger and anxiety vis-à-vis Secretary Clinton. My research suggests that a broad range of stimuli may affect voter emotions, which in turn affect political attitudes and behavior.
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Kaur, Supreet, and Ankit Garg. "CELEBRITY ENDORSEMENT AND BUYING BEHAVIOR: A STUDY OF PANJAB UNIVERSITY STUDENTS." International Journal of Research -GRANTHAALAYAH 4, no. 11 (November 30, 2016): 122–36. http://dx.doi.org/10.29121/granthaalayah.v4.i11.2016.2430.
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In present era, there has been a change in consumer’s attitude towards lifestyle. Consumers give importance to brands to ensure better standard of living. Today consumers are not only educated but also selective while purchasing products. Everyday consumers are exposed to number of voices over the radio and TV and images in newspapers, magazines, hoardings, and websites. Therefore, every marketer tries to steal at least fraction of a person’s time to inform him/her of the amazing and different attributes of the product at hand and for this purpose marketers use celebrity endorsement as an effective marketing strategy to fit their products in the minds of consumers. The practice of celebrity endorsements has proliferated over time and perceived as a winning formula for product marketing and brand building. This paper is an effort to analyze the impact of celebrity endorsements on buying behaviour of the college students. Questionnaire survey was used to collect the data by using convenience sampling.
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Majeed, Mohammed. "Selection of Celebrity Endorser and Purchase Intention: A New Model." Indian Journal of Management and Language 1, no. 1 (April 10, 2021): 1–9. http://dx.doi.org/10.35940/ijml.b2024.041121.
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Effective advertising is crucial for the company in influencing their customers to buy their products. Since advertising is the primary way in which the company communicates with its customers, it is an area of significance for companies to focus on. In spite of numerous theoretical and empirical studies that examine celebrity endorsement on purchase intention, a more comprehensive model is required. It is in the light of this I developed Fit-for-Purpose comprising of identification, internalization and fitness dimensions, which are proposed to be strong predictors of purchase intention. The study was based on literature review. The researcher recommended and concluded that firms must keep in mind that celebrity endorsements cannot take the place of robust brand building processes. As a result, marketers should make sure that the brand being endorsed and the endorser (local or international, celebrity type, etc.) are a good match, so that the endorsements will positively influence customers' thinking processes and generate a positive impression.
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Qiu, Luyi, Xiaohua Chen, and Timothy J. Lee. "How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming." Sustainability 13, no. 15 (August 3, 2021): 8655. http://dx.doi.org/10.3390/su13158655.
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Although much research has been devoted to the study of the impact of celebrity endorsements on the effectiveness of advertising in the literature on consumer behavior, few scholars pay attention to applying this concept to explain consumer behavior in the tourism field. This research tested celebrities’ expertise, trustworthiness, and attractiveness as the antecedents of consumer trust and engagement in the tourism and hospitality context. Specifically, through the analysis of 406 valid responses collected by online questionnaire, this study makes the following conclusions. First, it provides a new perspective on the influence of celebrity effects by focusing on the live-streaming behavior of CEOs on China’s largest online travel agency (OTA) platform. Secondly, it confirms that the three dimensions of the celebrity effect (expertise, trustworthiness, and attractiveness) positively affect the three dimensions of consumer trust (ability, benevolence, and integrity). At the same time, consumer trust can also predict the three dimensions of consumer engagement (cognitive processing, affection, and activation). In addition, the three dimensions of consumer trust also play a positive mediating role between the relationship of celebrity effects and consumer engagement. That is, the celebrity effects have a positive and indirect influence on consumer engagement. Therefore, by suggesting that celebrity endorsements can create consumer trust and engagement in the OTA platform, this research expands the research framework of celebrity endorsement credibility theory.
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Alshetti, Ahmed, and Muneer Al Mubarak. "THE ATTITUDE OF UNIVERSITY STUDENTS TOWARDS CELEBRITY ENDORSEMENTS THROUGH SOCIAL MEDIA." Humanities & Social Sciences Reviews 7, no. 6 (December 3, 2019): 515–24. http://dx.doi.org/10.18510/hssr.2019.7681.
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Purpose of the study: The study aims to identify the factors that influence students’ attitudes when celebrity endorsements are used through social media. It seeks to determine how effective endorsements are from the consumers’ point of view.
Methodology: A study model was developed to show the effect of different factors on students’ attitudes. A quantitative approach was used for data collection to support the model. This study employed a survey method using a questionnaire to gather information from participants.
Main findings: The findings show celebrity characteristics and social media advertisements affect students’ attitudes. The results were positive for students’ attitude towards celebrity endorsements through social media.
Applications of the study: The study provides insights into how businesses should plan marketing campaigns and influence students’ attitudes towards celebrity endorsements through social media. Companies are encouraged to use social networks to track and respond to the opinions of their customers in a timely manner.
Novelty/Originality of this study: There is a shortage of literature that is associated with celebrity endorsements through social media. This study aims to fill in the gap in knowledge and practice by identifying business opportunities and optimizing available marketing tools that can be used in order to gain a better image.
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Mehdi, Mokhalles M. "Sports Sponsorship Development Company: Image and Creating Competitive Advantage." Ushus - Journal of Business Management 12, no. 4 (September 9, 2013): 83–99. http://dx.doi.org/10.12725/ujbm.25.5.
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Companies are using sports-sponsorship to enhance the image of their products and to create competitive advantage in the market in-terms of uniqueness. Considering the example of competitive advantage, Nike in design, FedEx in quick delivery, and Wal-Mart in low price, the objective of the study is to investigate the effect of sport-sponsorship technique on brand image and the competitive advantage. In addition, the study will identify the relationship between celebrity endorsements and how the endorsements have an impact on buying behavior. The study covers both the primary investigation and secondary literature review. Data was collected with help of structured questionnaire and analyzed by using several statistical techniques such as Chi-Square test, Paired t-Test and Regression analysis (used to identify the relationship between sports celebrity endorsements and buying behavior).Research has indicated that live broadcast of sport sponsorship gets the favour of the respondent. Research has revealed that companies should prefer advertising as a sport-sponsorship technique to increase the brand awareness. Findings of the study indicate that for advertising, companies need to be cautious while selecting other medium of sponsorship. The study concludes that there is a relationship between sports celebrity endorsement and consumer buying behavior.
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Mittal, Amit, and Rishi Chaudhry. "Celebrity Endorsement and TV Advertisement Believability:A Study of Multi-Brand Endorsements." Review of Professional Management- A Journal of New Delhi Institute of Management 4, no. 2 (December 1, 2006): 39. http://dx.doi.org/10.20968/rpm/2006/v4/i2/101031.
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Elberse, Anita, and Jeroen Verleun. "The Economic Value of Celebrity Endorsements." Journal of Advertising Research 52, no. 2 (June 2012): 149–65. http://dx.doi.org/10.2501/jar-52-2-149-165.
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Roy, Subhadip. "An Exploratory Study in Celebrity Endorsements." Journal of Creative Communications 1, no. 2 (July 2006): 139–53. http://dx.doi.org/10.1177/097325860600100201.
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Smith-Mady, Megan. "Celebrity Drug Endorsements: Are Consumers Protected?" American Journal of Law & Medicine 43, no. 1 (March 2017): 139–60. http://dx.doi.org/10.1177/0098858817707988.
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&NA;. "Celebrity Endorsements Do Encourage Cancer Screening." Oncology Times 27, no. 10 (May 2005): 44. http://dx.doi.org/10.1097/01.cot.0000289788.05471.cf.
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Salman, Mehrukh, and Uswa Naeem. "The Impact of Consumer Ethnocentrism on Purchase Intentions: Local Versus Foreign Brands." Lahore Journal of Business 3, no. 2 (March 1, 2015): 17–34. http://dx.doi.org/10.35536/ljb.2015.v3.i2.a2.
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This study evaluates the impact of consumer constructs, including ethnocentrism, attitudes toward brands, and celebrity endorsement, on purchase intentions for beverages in Pakistan. A quantitative survey was administered to collect the data and a path analysis conducted to test the model. Based on a sample of 150 respondents, our results indicate a positive relationship between ethnocentrism and purchase intentions with respect to local brands. Moreover, ethnocentrism, attitudes toward brands, and celebrity endorsements all have a significant impact on purchase intentions for local brands.
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Hamad, Hannah. "Introduction: transgender celebrity, celebrity political endorsements, and the practice of celebrity public relations." Celebrity Studies 7, no. 1 (January 2, 2016): 113–14. http://dx.doi.org/10.1080/19392397.2016.1131010.
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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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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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Abd Aziz, Zarith Delaila, Shahira Ariffin, and Muhammad Khalil Omar. "The Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty ProductThe Impact of Celebrity Endorsement on Millennials’ Purchase Intention towards Local Health and Beauty Product." ADVANCES IN BUSINESS RESEARCH INTERNATIONAL JOURNAL 6, no. 2 (October 31, 2020): 92. http://dx.doi.org/10.24191/abrij.v6i2.10233.
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The growth in the local beauty and health products in Malaysia have surged rapidly, so does the trend in using celebrity endorsements making this study is crucial to help determine its success due to the large investment involved. Therefore, the objective of this study is to examines the extent at which millennials has been impacted by celebrity endorsement on their purchase intention for local health and beauty products. Quantitative method has been used and 313 data were collected among millennials in Selangor, Malaysia. The result of the study revealed that celebrity attractiveness has a high impact on respondents in developing their purchase intention for local and health beauty products. Meanwhile celebrity credibility shows the moderate impact on millennials. The result of this study offer valuable insight for marketing practitioner in regards to the use of celebrity as endorsers that may or may not trigger millennial’s in the product use.
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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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Wang, Yun, and Yu-Tzu Lin. "Discussing the Relationships between Consumer Experiential Value, Celebrity Endorsement and Brand Resonance – Case Study of the STAYREAL Brand." International Business Research 14, no. 8 (July 9, 2021): 26. http://dx.doi.org/10.5539/ibr.v14n8p26.
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Based on the perspective of concert experience marketing, this research explores whether consumers resonate with the brand STAYREAL through celebrity endorsements while using the P-O-X theory as the research’s structure. Research subjects are audiences who have participated in the Mayday concerts. Mall-intercepts method with intentional sampling is used and questionnaires were distributed at the “Super Slippa– part 9” and “The Great Nobody” of 831 rock band in 2018 at the Taipei Arena. 422 valid questionnaires were returned from the 469 distributed. Data were analyzed using the statistical software SPSS19.0 and it was found that: 1. Experience value has a significant positive impact on celebrity endorsements; 2. Experience value has a significant positive impact on brand resonance. 3. Celebrity endorsements have a significant positive impact on brand resonance; 4. Celebrity endorsements have a partial intermediary effect between experience value and brand resonance, which proves that P-O-X is in a balanced state. In order to reach a stage of consumers’ resonance with the brand, future research can examine the utility factors such as brand attributes in price, design, fabric, comfort, color, etc. at the same time.