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1 – 10 of 354
Article
Publication date: 8 January 2021

Danish Hussain, Arham Adnan and Maaz Hasan Khan

The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high…

1189

Abstract

Purpose

The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.

Design/methodology/approach

Building on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.

Findings

The match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.

Research limitations/implications

The study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.

Practical implications

The research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.

Originality/value

Previous research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.

Details

Asia-Pacific Journal of Business Administration, vol. 13 no. 2
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 26 February 2019

Ana Luisa Santos, Filipa Barros and António Azevedo

Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand…

2628

Abstract

Purpose

Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity’s brand personality? This study aims to investigate the antecedents of celebrityproduct degree of fit and willingness to pay (WTP)/make a donation in different scenarios. The manipulation of the scenarios aims to capture the role of celebrity attributes, perceived personality profiles, product involvement and acceptance of social causes.

Design/methodology/approach

In total, 335 respondents answered an online questionnaire with a factorial plan corresponding to 20 different matching scenarios: five celebrities/perceived personalities (Emma Watson, Jennifer Lawrence, Kim Kardashian, Natalie Portman and Scarlet Johansson) × four types of branding scenarios (a lipstick for low involvement; a watch for high involvement; an eco-foundation for “high social acceptance” and vodka for “low social acceptance/controversial”).

Findings

Scarlett Johansson obtained the highest degree of fit, both for launching her own brand of lipstick or a watch. Kim Kardashian had the best degree of fit for launching her own vodka brand, while Emma Watson’s attributes confirmed that she would be seen as the ideal founder of an eco-foundation. Significant predictors of WTP/make a donation were assessed by multiple linear regression for each type of product.

Practical implications

The paper provides recommendations that may help guide celebrity brand managers through the celebrityproduct matching process.

Social implications

Celebrity branding in relation to social causes is also discussed in this paper.

Originality/value

This study explores a gap found in the literature as it explores the product match-up hypotheses within a celebrity branding context and moreover extends this investigation to social causes and products with different degrees of involvement and social acceptance.

Article
Publication date: 20 March 2023

Cristina Calvo-Porral, Sergio Rivaroli and Javier Orosa-González

Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known…

1703

Abstract

Purpose

Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour.

Design/methodology/approach

Based on the source credibility and source attractiveness theoretical models, and on the match-up theory, a model of consumer purchase behaviour was proposed. Online celebrity endorsement was categorised as promoting either beer or wine, as well as beer and wine brands. Then, this model is empirically analysed through multiple group structural equation modelling on two samples of consumers who read online celebrity’s recommendations in Spain (beer = 280; wine = 277).

Findings

Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement, whereas expertise is the most influencing factor in wine celebrity recommendations. Therefore, beer celebrity endorsers should be congruent with the product, whereas wine endorsers should be perceived as experts.

Originality/value

This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine, reporting interesting differences between these two alcoholic beverages.

Details

International Journal of Wine Business Research, vol. 35 no. 3
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 13 June 2016

Varsha Jain and Subhadip Roy

Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the…

10142

Abstract

Purpose

Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the authors aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken (1986, 1989) and outcome of the flow of meaning through celebrity endorsements.

Design/methodology/approach

The authors used an interpretive approach to address four broad research questions framed after a comprehensive literature review. Eight focus group discussions (FGD) (along with embedded word association techniques) were conducted among audience from heterogeneous demographic backgrounds from India. Content and thematic analysis were carried out on the FGD transcripts and the word association test results to generate findings.

Findings

The findings indicate seven themes of celebrity meaning, namely, personality, credibility, physical appearance, feelings, performance, values and cogent power. Most meanings were found to be transferred to a brand via the endorsement. The possibility of reverse meaning transfer and the change of celebrity meanings overtime were also observed.

Research limitations/implications

The major contribution of the present study is the development of a measurable and applicable model of meaning transfer in celebrity endorsements, along with a set of testable propositions.

Practical implications

The findings provide a guiding framework for practitioners who would like to use a celebrity endorsement strategy.

Originality/value

This is one of the first attempts to develop a comprehensive model of meaning transfer in celebrity endorsements that includes sub-constructs of “meaning” and the moderators in the process.

Details

Qualitative Market Research: An International Journal, vol. 19 no. 3
Type: Research Article
ISSN: 1352-2752

Keywords

Article
Publication date: 18 March 2019

Yongdan Liu and Matthew Tingchi Liu

The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency…

2525

Abstract

Purpose

The purpose of this paper is to investigate the effects of celebrity’s poses on consumer attitudes towards the endorsement advertisement by drawing from perceptual fluency hypotheses.

Design/methodology/approach

Study 1 used a single-factor, two-condition (distinctive pose and casual pose) between-subject design. Both Study 2a and Study 2b employed a single-factor, two-condition (distinctive pose, casual pose) between-subject design and tested the mediator of pose matchiness. Study 3 employed a 2 (pose condition: distinctive, casual)×2 (cognitive capacity: no load, load) between-subject design to test the moderator. All data were sourced from more than 600 respondents in China.

Findings

Study 1 illustrated that the existence of a distinctive pose can lead to higher consumer attitudes regarding advertising stimuli and the endorsed brands as well as more positive behavioural intentions towards endorsed products. Study 2a and Study 2b replicated such finding and demonstrated that the feeling of pose matchiness mediates the relationship between celebrities’ pose and endorsement outcomes. Study 3 further revealed that the cognitive capacity moderates such a relationship, that is, that the effect of a distinctive pose is stronger (lesser) when audiences’ cognitive capacity is loaded (not loaded).

Originality/value

Research efforts to date examining the nature of celebrity advertisement have been limited to celebrity’s faces and facial expressions. Little investigation in the marketing domain has considered the consequences of celebrities’ poses. This study takes the first step in revealing the positive effect of distinctive celebrity poses in product endorsement.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 4
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 the effect…

4388

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: 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: 31 March 2022

Zahra Shah, Hossein Olya and Lien Le Monkhouse

This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural…

1596

Abstract

Purpose

This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse consumer response to celebrity branding across Britain and Pakistan containing non-explicit and explicit sex appeals.

Design/methodology/approach

A within-subject experimental design (2 countries × 2 ad designs) is employed to test the research model across Western and South Asian cultures. Structural equation modelling (SEM) and multi-group analysis (MGA) are used to test proposed hypotheses.

Findings

SEM results confirm the theoretical model: perception and attitude towards the advert and brand mediate the impact of celebrity effectiveness on purchase intention. Celebrity-endorsed advertising without explicit sex appeals elicited an overall favourable response across markets. British consumers respond to both adverts similarly. Yet, Pakistani consumers filter advert themes through salient cultural values and respond negatively to explicit sex appeals whilst, interestingly, accepting sexuality in associations of a celebrity endorser.

Practical implications

International celebrities can have cross-cultural appeal, and commonalities exist between the markets. A global or domestic marketing strategy can be utilised across the cultures based upon the environmental conditions and the themes and appeals incorporated within advert design.

Originality/value

The conceptual model is developed by consolidating existing models within celebrity endorsement and considering the mediating influence of both the advert and brand. The model is validated across theoretically different cultures. The comparative approach and selection of an underrepresented market provide novel insight into international branding strategies and global consumer culture.

Details

International Marketing Review, vol. 40 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 July 2005

Jessica R. Braunstein and James J. Zhang

The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star…

1161

Abstract

The purpose of this study was to examine the dimensions of athletic star power associated with Generation Y sports consumption. Multivariate analyses revealed that athletic star power factors (Professional Trustworthiness, Likeable Personality, Athletic Expertise, Social Attractiveness and Characteristic Style) were positively (p < .05) predictive of the sport consumption factors (Event Consumption and Merchandise Consumption).

Details

International Journal of Sports Marketing and Sponsorship, vol. 6 no. 4
Type: Research Article
ISSN: 1464-6668

Article
Publication date: 1 July 2006

Jan Charbonneau and Ron Garland

Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-touse survey-based methods available. Based on a survey of the general…

802

Abstract

Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-touse survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility scale and a constant-sum scale to help brand managers, player agents and advertising practitioners select good celebrity athlete-product fit. Four New Zealand athletes (two males and two females) and several products were included in the test. Results show that the female celebrity athletes outperformed their male counterparts as potential endorsers. Use of Ohanian's multi-attribute scale yields a level of richness and insight, prompting us to advocate the use of both scales in the pursuit of endorser-product congruences.

Details

International Journal of Sports Marketing and Sponsorship, vol. 7 no. 4
Type: Research Article
ISSN: 1464-6668

Keywords

1 – 10 of 354