This research examines whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed product. Participants in two experiments examined written endorsement advertisements and were asked to infer the extent to which the endorser truly liked the advertised product and to rate the endorser's attractiveness, similarity to themselves, and knowledge of the product. Attitudes toward the advertisement, the endorser and the product were also measured. The resulting model indicated that product attitudes were predicted by inferences about the endorser's liking for the product and by attitudes toward the endorser.
Silvera, D.H. and Austad, B. (2004), "Factors predicting the effectiveness of celebrity endorsement advertisements", European Journal of Marketing, Vol. 38 No. 11/12, pp. 1509-1526. https://doi.org/10.1108/03090560410560218
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