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Abstract

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Internet Celebrity: Understanding Fame Online
Type: Book
ISBN: 978-1-78756-079-6

Article
Publication date: 1 July 2007

Yeung-Jo Kim and June-Hee Na

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants…

3100

Abstract

This research addresses how the fit between celebrity athlete endorsers and the endorsed products may influence product attitudes. The findings reveal that participants evaluated an endorsed product more favourably when the fit between the celebrity athlete endorser and the endorsed product was congruent (vs incongruent; Experiment 1). Furthermore, participants in the high concept of congruence condition evaluated the endorsed product more favourably than those in the low concept of congruence condition only when the fit between the celebrity athlete endorser and the endorsed product was incongruent (Experiment 2).

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International Journal of Sports Marketing and Sponsorship, vol. 8 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 1 October 2005

Jan Charbonneau and Ron Garland

Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete…

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.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 12 January 2010

Jan Charbonneau and Ron Garland

The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It…

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Abstract

Purpose

The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It extends the work of Garland and Charbonneau which examined reverse image transfer (product image transferring to endorser) as it applied to celebrity athlete endorsers alone.

Design/methodology/approach

The data for the study are collected from 240 New Zealand university undergraduate students who are split equally into eight treatment groups. Using Ohanian's source‐credibility scale, each group rate several celebrities or celebrity athletes on their suitability for endorsing two contrasting products: orange juice (representing a positively perceived product) and cigarettes (representing a negatively perceived product). ANOVA (analysis of variance) is used to compare means between celebrities/celebrity athletes and the products they endorse. The study is a close replication of Till's work in the USA.

Findings

The results show a pronounced polarising effect for celebrity athletes, as opposed to celebrities (actors/models), for the endorsement of both products but particularly for cigarettes, the negative product. The potential for reverse image transfer is real, demanding careful attention by celebrities, agents and marketers during evaluation of endorsement opportunities.

Research limitations/implications

Though not compromising the research integrity, the sample of New Zealand students is restrictive. Further extension of the research is advisable to address limitations based on sample composition, cultural setting and time of research.

Originality/value

Aside from addressing the paucity of research on reverse image transfer, this paper signals important managerial implications for celebrity endorsers and their agents.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 22 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 27 March 2009

Shih‐Mei Chen and Patricia Huddleston

The purpose of this paper is, first, to assess the influence of four promotional strategies on students' purchase intention for fair trade coffee; and second to examine…

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Abstract

Purpose

The purpose of this paper is, first, to assess the influence of four promotional strategies on students' purchase intention for fair trade coffee; and second to examine the effect of attractiveness and credibility of two university sports celebrities on purchase intention for fair‐trade coffee in a campus convenience store.

Design/methodology/approach

A survey of 100 college students at a mid‐western asked them to rate two campus sports celebrities on attractiveness, expertise, and trustworthiness and the relationship of these qualities to purchase intention for fair trade coffee. Influence of four promotional strategies on purchase intention was assessed.

Findings

There was a positive and significant relationship between attractiveness and trustworthiness of the sports celebrities and customers' purchase intention for fair‐trade coffee. However, a “buy one get one free cup coupon” stimulated higher purchase intention than sports celebrities, flyers, and packaging.

Research limitations/implications

Results are based on a student sample. Advertising stimuli were written scenarios with no illustrations.

Practical implications

Less expensive promotional strategies (e.g. coupons) rather than celebrity endorsements may be equally effective in eliciting purchase intention for fair trade products.

Originality/value

The paper is innovative in its examination of the effectiveness of promotional strategies (including sports celebrity influence) to promote fair trade products in a small business context.

Details

International Journal of Retail & Distribution Management, vol. 37 no. 4
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 25 October 2022

Iddrisu Mohammed, Alexander Preko, Leeford Edem Kojo Ameyibor, Mawuli Feglo and George Cudjoe Agbemabiese

This study aimed at investigating negative past experience (NPE), symbolic incongruity and ideological incompatibility on celebrity brand hate (CBH) within the arts…

Abstract

Purpose

This study aimed at investigating negative past experience (NPE), symbolic incongruity and ideological incompatibility on celebrity brand hate (CBH) within the arts marketing sector.

Design/methodology/approach

Anchored on the self-congruity theory (SCT), the study is based on two studies with 618 hip-life music (HLM) listeners in Ghana (Study 1 = 340 face-to-face participants; study 2 = 278 online participants), who responded to 20 celebrities they hate. The study validates Hegner et al.'s (2017) product brand hate (BH) model in the arts sector utilizing the structural equal modeling in testing the research hypotheses.

Findings

The study found that negative past experience, symbolic incongruity, and ideological incompatibility significantly influences CBH. Furthermore, CBH significantly influences celebrity brand avoidance (CBA) and negative word-of-mouth (NWoM), brand retaliation, private complaint and brand switching. Nevertheless, CBH had no significant influence on CBA in the second study. In all, BH had the strongest effects on NWoM for products in Hegner et al. (2017) model, whereas in our model BH strongly impacts on brand retaliation for celebrities (i.e. people).

Practical implications

The study provided evidence to marketing scholars, celebrity image managers and brand professionals, on critical factors to consider in building and sustaining celebrity brands as viable currencies for economic leveraging within the arts industry.

Originality/value

Though BH has received academic recognition, little is known about the concept of CBH and its outcomes in the arts marketing literature.

Article
Publication date: 28 October 2022

Ramendra Pratap Singh

This study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study…

Abstract

Purpose

This study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines the commitment-trust theory, the source credibility, and the meaning transfer model.

Design/methodology/approach

The proposed model uses online survey data from 855 participants. The data are analyzed using structural equation modeling. The relationship between celebrity credibility, commitment, and loyalty to the service provider is explored, with trust in the service provider acting as a mediator. The profession and gender of celebrities are considered moderators.

Findings

Trust in service providers partially mediates the relationship between celebrity credibility, customer loyalty, and commitment. Moderation results across multiple groups show that male and sports celebrities are more persuasive in expertise, and customers find women and movie stars to be more effective endorsers in the attractiveness dimension.

Research limitations/implications

This study focuses only on banking services with data collected from a single country to examine a celebrity’s role as a spokesperson.

Practical implications

Considering the benefits of having a well-known celebrity as a spokesperson for financial services like banking is intriguing. Given the unique characteristics and significant perceived risk associated with financial services, marketers may consider hiring celebrity endorsers to increase tangibility and reduce risk.

Originality/value

The results of this study may provide a deeper understanding of the combined effect of celebrity credibility and trust in financial service providers, which provides tangibility and helps establish a strong customer relationship.

Details

Marketing Intelligence & Planning, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 8 November 2022

Nora J. Rifon, Mengtian Jiang and Shuang Wu

This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and…

Abstract

Purpose

This study aims to develop and test a new research model of consumer response to celebrity transgression. It examines the effects of celebrity past transgression and philanthropic histories in influencing consumer acceptance (i.e. forgiveness and blame) of a single celebrity transgression behavior and the subsequent endorsement potential of the transgressed celebrity. It also examines consumer acceptance of celebrity transgressions from the gender perspective.

Design/methodology/approach

By using real celebrities, this study conducted a 2 (transgression history: high vs low) × 2 (philanthropic history: high vs low) × 2 (celebrity gender: male vs female) between-subject online experiment with 823 US young adults.

Findings

Results showed that forgiving (blaming) the transgressed celebrity was positively (negatively) associated with the celebrity’s endorsement potential. Transgression history had a significantly negative indirect effect on endorsement potential via its negative effect on forgiveness and positive effect on blame. Philanthropic history mitigated the negative indirect effect of transgression history on endorsement potential only for male celebrities, not female celebrities.

Originality/value

This study contributes to the current human brand and celebrity transgression literature and fills the research gap by using real male and female celebrities to incorporate the real history of celebrities as determinants of consumer judgment of celebrity transgression. This study also makes its unique contributions by focusing on the celebrity-related outcomes and demonstrating the moderating roles of past philanthropic behaviors and celebrity gender for their potential to mitigate the negative effects of transgression history on consumer responses to a single transgression.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 4 October 2022

Lifu Li, Kyeong Kang, Anqi Zhao and Yafei Feng

Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying…

Abstract

Purpose

Although prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited. Drawing on the social presence and the social facilitation theory, this paper establishes a research model based on the stimuli–organism–response (S–O–R) model and the motivation theory. It explores how live streamers impact online consumers' impulse buying behaviours under specific social and cultural backgrounds, with celebrity endorsement as a moderating variable.

Design/methodology/approach

To test the research model, the online questionnaire method has been conducted in this study. This paper utilises Chinese online consumers as samples and promotes an online survey. Using the variance-based structural equation modelling and partial least squares path modelling (SEM-PLS), 433 valid questionnaires have been analysed on SmartPLS.

Findings

First, live streamers' attractive appearance positively correlates with online consumers' hedonic attitude and positively impacts their utilitarian attitude to live shopping. Second, live streamers' real-time interaction positively affects consumers' utilitarian attitudes because of their professional marketing and communication skills. Third, their hedonic and utilitarian attitudes positively influence online consumers' impulse buying behaviours. Finally, this paper presents that celebrity endorsement negatively moderates the relationship between online consumers' hedonic attitudes and impulse buying during live shopping.

Originality/value

This research combines the S–O–R model and the motivation theory and analyses related social influencing factors to study online consumers' impulse buying behaviours. Meanwhile, it explores the celebrity endorsement factor as a moderate role and identifies the different effects between live streamers and celebrities in live shopping, which is of great significance to the strategy of live shopping marketing and the literature on online consumers' behaviours.

Details

Information Technology & People, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0959-3845

Keywords

Abstract

Details

Twenty-First Century Celebrity: Fame In Digital Culture
Type: Book
ISBN: 978-1-78754-212-9

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