Celebrity or athlete? New Zealand advertising practitioners' views on their use as endorsers

Abstract

Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete endorsements. However, there has been little focus on selection from the advertising practitioner's perspective; research that does exist is limited to the United States and British markets. This research among New Zealand advertising agencies found that celebrities/athletes are used primarily to achieve' cut through' and that their use is generally thought to be effective provided there is a tight fit between celebrity/athlete, brand and message. Interestingly, for New Zealand practitioners, the risk of negative publicity and hiring costs were the most important factors in the endorsement decision.

Citation

Charbonneau, J. and Garland, R. (2005), "Celebrity or athlete? New Zealand advertising practitioners' views on their use as endorsers", International Journal of Sports Marketing and Sponsorship, Vol. 7 No. 1, pp. 29-35. https://doi.org/10.1108/IJSMS-07-01-2005-B006