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Article
Publication date: 28 March 2024

Keshan (Sara) Wei

In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals…

Abstract

Purpose

In recent years, negative spokesperson incidents have raised significant concerns in academia and industry. While several studies have addressed celebrity endorser scandals, comprehensive analyses of current knowledge are lacking. Therefore, this study systematically reviewed the related literature to better understand trends and suggest future research directions for advancing this field.

Design/methodology/approach

This study employs the theory–context–characteristics–methodology (TCCM) framework to examine 76 articles on celebrity endorser scandals.

Findings

Utilizing the TCCM framework, this study presents a comprehensive research framework, revealing that (1) the celebrity endorser scandal effect primarily includes associative learning, attribution of responsibility, and moral reasoning; (2) entertainment celebrities and athletes have received significant research attention; (3) both individual- and relationship-level characteristics serve as crucial moderators, with focal brand and related brand being the primary outcome variables. Additionally, this study outlines enterprise response strategies, encompassing the reformation of existing spokesperson relationships and the establishment of future spokesperson connections; and (4) quantitative approaches dominate the field.

Originality/value

This study integrates and expands existing research on celebrity endorser scandals while proposing future research opportunities to advance the field.

Details

Marketing Intelligence & Planning, vol. 42 no. 5
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 10 October 2023

Wan Yang, Lu Zhang, Wei Wei, Michelle Yoo and Bobbie Rathjens

The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward…

Abstract

Purpose

The current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.

Design/methodology/approach

A factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.

Findings

Results indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.

Practical implications

This study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.

Originality/value

While most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.

Details

Journal of Hospitality and Tourism Insights, vol. 7 no. 4
Type: Research Article
ISSN: 2514-9792

Keywords

Open Access
Article
Publication date: 10 June 2024

Maria-Teresa Gordillo-Rodriguez, Joaquín Marín-Montín and Jorge David Fernández Gómez

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and…

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Abstract

Purpose

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

Design/methodology/approach

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

Findings

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

Research limitations/implications

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

Originality/value

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 25 July 2024

Deepa Halder, Ravi Shekhar Kumar and Debashree Roy

The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims…

Abstract

Purpose

The study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims to examine the influence of celebrity attributes (authenticity and identification) on brand advocacy and purchase intention through brand personality appeal and brand identification.

Design/methodology/approach

The study adopts two scenario-based research designs (involving nonfictitious and fictitious celebrities) for a cross-sectional structural path analysis.

Findings

Celebrity authenticity, celebrity identification and celebrity–brand congruency significantly influence brand advocacy and purchase intention, with brand personality appeal and brand identification emerging as effective mediators.

Originality/value

The study highlights how vital brand personality appeal and brand identification are in transferring positive perceptions about a celebrity endorser into brand advocacy and purchase intention. These results will allow marketers to realize the relative influence of celebrity attributes on the partnered brand.

Details

Journal of Consumer Marketing, vol. 41 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Open Access
Article
Publication date: 28 June 2024

Andrzej Szymkowiak and Marcin Adam Antoniak

This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the…

Abstract

Purpose

This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).

Design/methodology/approach

The present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.

Findings

The findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.

Originality/value

Recognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

Details

International Journal of Wine Business Research, vol. 36 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 20 February 2024

Halil Erdem Akoglu and Oğuz Özbek

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

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Abstract

Purpose

The aim of this research is to measure the impact of eWOM (electronic word of mouth) and brand celebrity use on the purchasing behavior of sports consumers.

Design/methodology/approach

To test the model hypotheses, sports consumers who use social media and have purchased at least one online sports product were selected as the research group. Online survey method was used, and 836 participants were reached. The model was tested with structural equation modeling (SEM) through smart PLS software.

Findings

As a result, the quality, credibility and usefulness of the information consumers encounter on online platforms cause them to adopt information about products or services, and then exhibit online purchase behavior. While the attractiveness and trustworthiness of celebrities are seen as important factors affecting consumers' online purchase of sports products, the effect of celebrity expertise was found to be ineffective in this study.

Practical implications

Marketers can develop more effective eWOM strategies by considering consumers' expectations. Businesses that want to implement an effective marketing strategy may prefer celebrities in product promotions or advertisements of their brands.

Originality/value

This research revealed the effect of eWOM and celebrity endorsement on the online purchase behavior of sports consumers in terms of the sports industry. Unlike previous studies, this study examined these variables together on sports consumers and contributed to the development of models.

Details

International Journal of Sports Marketing and Sponsorship, vol. 25 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 4 July 2024

Pratik Ghosh, Sonali Upadhyay, Vimal Srivastava, Rahul Dhiman and Larry Yu

This study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A…

Abstract

Purpose

This study measured influencer characteristics, consumer emotions, self-construal, and behavioural intentions of Gen Z consumers for selecting fast-food restaurants in India. A consumer behaviour model was conceptualized based on established theories.

Design/methodology/approach

A cross-sectional design was employed for hypothesis testing. Influencer characteristic perceptions, consumer emotions, self-construal, and behavioural intentions were measured for Gen Z consumers in Tier 1 cities in India using structural equation modelling.

Findings

Influencer characteristics significantly influenced behavioural intentions, consumer emotions, and self-construal in Gen Z consumers. Self-construal was also a significant predictor of behavioural intentions. Consumer emotions had a negative effect on behavioural intentions. Self-construal was a mediator between influencer characteristics and behavioural intentions and between consumer emotions and behavioural intentions. However, consumer emotions did not mediate the relationship between influencer characteristics and behavioural intentions.

Practical implications

Marketers can leverage these insights to design influencer campaigns that resonate with the emotions and self-construal of Gen Z consumers. Microinfluencers with characteristics that align with the target demographic’s emotions and self-perception can be strategically chosen.

Originality/value

Only a limited number of studies have investigated the influence of social media marketing on consumer behaviour within the fast-food industry, specifically with Gen Z consumers. This study sheds new light on the behavioural intention of Gen Z consumers predicted through influencer characteristics, consumer emotions, and self-construal through a conceptual model. The results support choosing microinfluencers and investing in them judiciously to promote fast-food businesses.

Details

British Food Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0007-070X

Keywords

Open Access
Article
Publication date: 31 May 2024

Eva A. van Reijmersdal, Marieke Walet and Andrea Gudmundsdóttir

Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the…

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Abstract

Purpose

Self-presentation is an important aspect of influencer marketing. Drawing upon self-presentation theory and source credibility theory, this study aimed to unravel how the self-presentation strategies of a layperson, opinion leadership and micro-celebrity influence source credibility (i.e. trustworthiness, expertise, physical attractiveness and social attractiveness) and how source credibility, in turn, affects brand responses.

Design/methodology/approach

An online experiment among female participants (N = 229) was conducted. Participants were shown a sponsored blog in which the influencer presented herself as either a layperson, an opinion leader or a micro-celebrity.

Findings

The study demonstrated that the presentation strategy of a layperson was more persuasive than a micro-celebrity presentation because of higher levels of (1) trust and (2) social attractiveness. In addition, opinion leaders were perceived as having more expertise than laypeople and, therefore, positively enhanced brand responses.

Research limitations/implications

The current findings provide relevant insights into the theoretical mechanisms (i.e. expertise, trustworthiness and social attractiveness) that explain the effects of self-presentation strategies on brand responses.

Practical implications

Our findings imply that credibility perceptions determine the persuasiveness of the SMI. This study showed that layperson and opinion leadership self-presentation strategies are relatively more persuasive.

Originality/value

This study is the first to show that influencers’ self-presentation strategies determine how people respond to the brands that influencers promote. In addition, we show that these effects are explained by the influencers’ trust, social attractiveness and expertise.

Details

Marketing Intelligence & Planning, vol. 42 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Article
Publication date: 28 March 2023

Bing Lei, Saihua Shi and Wei Liu

The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase…

Abstract

Purpose

The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.

Design/methodology/approach

The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.

Findings

The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.

Originality/value

The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.

Open Access
Article
Publication date: 6 September 2023

Theresa Macheka, Emmanuel Silva Quaye and Neo Ligaraba

Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online…

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Abstract

Purpose

Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.

Design/methodology/approach

To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.

Findings

The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.

Practical implications

Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.

Originality/value

This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

Details

Young Consumers, vol. 25 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

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