Factors predicting the effectiveness of celebrity endorsement advertisements

David H. Silvera (University of Tromsø, Tromsø, Norway)
Benedikte Austad (University of Tromsø, Tromsø, Norway)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 November 2004


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



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

To read the full version of this content please select one of the options below

You may be able to access this content by logging in via Shibboleth, Open Athens or with your Emerald account.
To rent this content from Deepdyve, please click the button.
If you think you should have access to this content, click the button to contact our support team.