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Considers the results of recent studies of celebrity endorsers inadvertisements. Analyses the results of a particular study evaluatingthree product categories: bath…
Considers the results of recent studies of celebrity endorsers in advertisements. Analyses the results of a particular study evaluating three product categories: bath towels, blue jeans, and VCRs; two endorsers: Madonna and Christie Brinkley; and the product when advertised by each celebrity. Concludes that the endorser tends to pass their own image onto the product, particularly if the product has an undefined image, so it is important that the endorser′s image is consistent with the desired product image.
Examines the use of celebrity endorsement in advertising. Reviewsthe results of a recent study looking at the effect of a celebrity′sattractiveness, trustworthiness and…
Examines the use of celebrity endorsement in advertising. Reviews the results of a recent study looking at the effect of a celebrity′s attractiveness, trustworthiness and expertise on product purchase intentions, and of one examining the relevance of physical attractiveness and other symbolic attributes of the endorser in relation to product meaning. Considers implications for marketing managers and concludes that further research is necessary.
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210037033. When citing the article, please cite: Mary Walker, Lynn Langmeyer, Daniel Langmeyer, (1992), “Celebrity Endorsers: Do You Get What You Pay For?”, Journal of Consumer Marketing, Vol. 9 Iss: 2, pp. 69 - 76.
Uses a qualitative research method (depth interviews) to examine the multidimensionality of beauty and then uses a quantitative research technique (factor analysis) to propose a scale to measure beauty. Based on the results from these procedures, concludes that beauty is certainly more than skin deep. Physical attractiveness may be the initial criterion on which people evaluate beauty but the evidence indicates that values, habits, personality, and behavior are the “soul″ of beauty – essential ingredients in the creation of a truly beautiful person.
Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product…
Advertisers have been criticized for underrepresenting the elderly in print ads and television commercials. What critics often overlook, however, are audience and product considerations along with the effectiveness of older spokespersons in influencing intent to purchase among elderly and younger consumers. This article examines what is currently known about the use of older persons in advertising and extends these findings by reporting the views of advertising agency executives on this topic. From the results of these studies, an audience‐product matrix with examples is provided to help put the advertiser's position into perspective. According to the literature reviewed and the perceptions of advertising agency executives, the use of elderly spokespersons tends to work best when the product or service can be targeted to elderly consumers and the products or services themselves are elderly‐oriented. There is some evidence to suggest that elderly persons are used in advertisements not because advertisers want to represent the elderly, but rather when these spokespersons can sell the product.
Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison…
Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison and contrast of values. Details of the methodology and recent research using it are described, and data analysis strategies are discussed.
The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements…
The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (Ab). However, this topic remains under-explored for product placements.
Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework.
Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement.
We focus on explicit attitudes; implicit attitudes need future research attention.
Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand.
This is the first study to apply the structural equation modeling approach to this research area.