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The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study

Author

Listed:
  • Leonardo Aureliano da Silva

    (Nove de Julho University)

  • Evandro Luiz Lopes

    (Nove de Julho University / Federal University of São Paulo)

  • Otávio Bandeira De Lamônica Freire

    (Nove de Julho University / University of São Paulo)

  • Dirceu da Silva

    (Nove de Julho University)

Abstract

Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus justifying the high investments by companies to engage celebrities. Although well established, the phenomenon lacks scientific studies that explain, based on the concept of celebrity congruence, the alignment between the celebrity’s profile and the product, also considering brand strength. After an extensive literature review, we performed three experiments, involving 713 respondents, to verify the effect of celebrity endorsement with different levels of congruence with the product, while manipulating the brands. The results of analysis of variance indicated a significant positive effect of celebrity endorsement with high congruence for unrecognized brands, but not for recognized brands.

Suggested Citation

  • Leonardo Aureliano da Silva & Evandro Luiz Lopes & Otávio Bandeira De Lamônica Freire & Dirceu da Silva, 2015. "The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study," Brazilian Business Review, Fucape Business School, vol. 12(4), pages 57-78, June.
    • Handle: RePEc:bbz:fcpbbr:v:12:y:2015:i:4:p:57-78
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    References listed on IDEAS

    as
    1. Tripp, Carolyn & Jensen, Thomas D & Carlson, Les, 1994. "The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 535-547, March.
    2. Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
    3. Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
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