IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v16y2019i19p3743-d273504.html
   My bibliography  Save this article

Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990–2017

Author

Listed:
  • Mi Zhou

    (Department of Human Nutrition, Foods, and Exercise, Virginia Tech, Blacksburg, VA 24061, USA)

  • Srijith Rajamohan

    (Advanced Research Computing, Virginia Tech, Blacksburg, VA 24061; USA)

  • Valisa Hedrick

    (Department of Human Nutrition, Foods, and Exercise, Virginia Tech, Blacksburg, VA 24061, USA)

  • Sofia Rincón-Gallardo Patiño

    (Department of Human Nutrition, Foods, and Exercise, Virginia Tech, Blacksburg, VA 24061, USA)

  • Faiz Abidi

    (Advanced Research Computing, Virginia Tech, Blacksburg, VA 24061; USA)

  • Nicholas Polys

    (Advanced Research Computing, Virginia Tech, Blacksburg, VA 24061; USA)

  • Vivica Kraak

    (Department of Human Nutrition, Foods, and Exercise, Virginia Tech, Blacksburg, VA 24061, USA)

Abstract

Celebrity endorsement used to promote energy-dense and nutrient-poor (EDNP) food and beverage products may contribute to poor dietary habits. This study examined celebrity endorsement of branded food and beverage products and marketing campaigns in the United States (US) from 1990 to 2017. Celebrity endorsement data were collected from peer-reviewed and grey literature. Interactive data visualizations were created for the endorsement relationships between celebrities, companies and products whose nutritional profiles were compared with the US Department of Agriculture’s (USDA’s) Smart Snacks Standards. Logistic regression was used to explore associations between celebrities’ demographic profiles and the nutritional profiles of products. Results showed 542 celebrities were associated with 732 endorsements representing 120 brands of 59 companies across 10 food and beverage categories. Two thirds (67.2%; n = 80) of the brands represented EDNP products that did not align with the USDA’s Smart Snacks Standards. Logistic regression analysis indicated that Millennial ( p = 0.008) and male celebrities ( p = 0.041) were more likely to endorse EDNP products than Generation Z teen and female celebrities, respectively. No statistical significance was observed for celebrities of other demographic profiles. This study may inform future policies and actions of the US government, industry, researchers and consumer advocacy organizations to use celebrity endorsement to promote healthy food environments for Americans.

Suggested Citation

  • Mi Zhou & Srijith Rajamohan & Valisa Hedrick & Sofia Rincón-Gallardo Patiño & Faiz Abidi & Nicholas Polys & Vivica Kraak, 2019. "Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990–2017," IJERPH, MDPI, vol. 16(19), pages 1-18, October.
    • Handle: RePEc:gam:jijerp:v:16:y:2019:i:19:p:3743-:d:273504
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/16/19/3743/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/16/19/3743/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
    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. Carsten Erfgen & Henrik Sattler & Isabel Victoria Villeda, 2016. "Effects of Celebrity Endorsers for Multiple Brands on Attitudes and Purchase Intentions," Schmalenbach Business Review, Springer;Schmalenbach-Gesellschaft, vol. 17(1), pages 49-67, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yuan, Chun Lin & Kim, Juran & Kim, Sang Jin, 2016. "Parasocial relationship effects on customer equity in the social media context," Journal of Business Research, Elsevier, vol. 69(9), pages 3795-3803.
    2. Ilicic, Jasmina & Webster, Cynthia M., 2011. "Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention," Australasian marketing journal, Elsevier, vol. 19(4), pages 230-237.
    3. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    4. Aysegul ERMEC SERTOGLU & Ozlem CATLI & Sezer KORKMAZ, 2014. "Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey," International Review of Management and Marketing, Econjournals, vol. 4(1), pages 66-77.
    5. Erik Hunter & Per Davidsson, 2007. "Celebrity entrepreneurship: communication effectiveness through perceived involvement," International Journal of Entrepreneurship and Small Business, Inderscience Enterprises Ltd, vol. 4(5), pages 505-527.
    6. Irene Roozen & Christel Claeys, 2010. "The Relative Effectiveness of Celebrity Endorsement for Print Advertisement," Review of Business and Economic Literature, KU Leuven, Faculty of Economics and Business (FEB), Review of Business and Economic Literature, vol. 0(1), pages 76-89.
    7. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
    8. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    9. Sue Bridgewater, 2014. "Sponsorship and football," Chapters, in: John Goddard & Peter Sloane (ed.), Handbook on the Economics of Professional Football, chapter 8, pages 117-129, Edward Elgar Publishing.
    10. repec:dau:papers:123456789/4202 is not listed on IDEAS
    11. Karasiewicz Grzegorz & Kowalczuk Martyna, 2014. "Effect of Celebrity Endorsement in Advertising Activities by Product Type," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 44(1), pages 74-91, December.
    12. Saldanha, Natalya & Mulye, Rajendra & Rahman, Kaleel, 2018. "Who is the attached endorser? An examination of the attachment-endorsement spectrum," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 242-250.
    13. Hall, Matthew J. & Carlson, Les & Gentry, James W., 2024. "“Aha! I knew that voice sounded familiar!”: Recognizing a non-identified voice-over endorser increases ad enjoyment via moments of insight," Journal of Business Research, Elsevier, vol. 174(C).
    14. Chandan Andanesh Chavadi & Monika Sirothiya & Vishwanatha M.R. & Prashant V. Yatgiri, 2024. "Analysing the Moderating Effects of Product Involvement and Endorsement Type on Consumer Buying Behaviour: An Empirical Study on Youth Perspective," IIM Kozhikode Society & Management Review, , vol. 13(2), pages 184-209, July.
    15. Kevin P. Gwinner & Brian V. Larson & Scott R. Swanson, 2009. "Image Transfer In Corporate Event Sponsorship: Assessing The Impact Of Team Identification And Event-Sponsor Fit," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 1-15.
    16. Lars Bergkvist & Charles R. Taylor, 2016. "Leveraged marketing communications: a framework for explaining the effects of secondary brand associations," AMS Review, Springer;Academy of Marketing Science, vol. 6(3), pages 157-175, December.
    17. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    18. Nilesh Arora & Sanjeev Prashar & Chandan Parsad & Sai Vijay Tata, 2019. "Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(3), pages 179-195, September.
    19. El Hedhli, Kamel & Zourrig, Haithem & Becheur, Imene, 2021. "Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    20. Omotayo OYENIYI, 2014. "Celebrity Endorsements And Product Performance: A Study Of Nigerian Consumer Markets," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 41-51, May.
    21. Mohammadhossein Soleimani & Mahdokht Safarpour & Javad Tahmasebi & Seyed Mohammad Mirmahdi Komejani, 2020. "The Effect of Celebrity Endorsement on Brand Reputation: Α Case Study," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 10(4), pages 68-80.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:16:y:2019:i:19:p:3743-:d:273504. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.