<abstract xmlns="http://www.w3.org/1999/xhtml"><p> This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model.</p></abstract>

This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model.

Effect of Celebrity Endorsement in Advertising Activities by Product Type

Faculty of Management, University of Warsaw

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Effect of Celebrity Endorsement in Advertising Activities by Product Type"}

This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised...

Effect of Celebrity Endorsement in Advertising Activities by Product Type

Pubblicato online: 10 apr 2015

Pagine: 74 - 91

DOI: https://doi.org/10.1515/ijme-2015-0010

Parole chiave
celebrity endorsement, endorser, advertising, brand

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Effect of Celebrity Endorsement in Advertising Activities by Product Type

Pubblicato online: 10 apr 2015

Pagine: 74 - 91

DOI: https://doi.org/10.1515/ijme-2015-0010

Parole chiavecelebrity endorsement, endorser, advertising, brand

© 2015

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Parole chiave
celebrity endorsement, endorser, advertising, brand