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The Relative Effectiveness of Celebrity Endorsement for Print Advertisement

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  • I. Roozen
  • C. Claeys

Abstract

The paper reports an experiment that investigates the effect of celebrity endorsers with good or bad fit, an unknown endorser, and compares this to an endorser free control condition. The relative effectiveness of celebrity endorsement is investigated on the basis of Spears and Singh (2004) and the meaning-transfer-model of McCracken (1989). In a pre-test study the fit between products and different celebrities was investigated. On the basis of these results different combinations of advertisements, high and low involvement products and ‘high’ fit score and ‘low’ fit score for celebrity were compared with the combinations without an endorser, and with an unknown (no celebrity) person. The experiment shows that celebrity endorsement is not always effective. This result was also found for the advertisements with the endorsement of celebrities who were found to match best with the products at hand. The results of this experiment therefore suggest that the considerable amounts invested in celebrity endorsement deserve serious consideration.

Suggested Citation

  • I. Roozen & C. Claeys, 2010. "The Relative Effectiveness of Celebrity Endorsement for Print Advertisement," Review of Business and Economic Literature, Intersentia, vol. 55(1), pages 76-90, March.
    • Handle: RePEc:sen:rebelj:v:55:i:1:y:2010:p:76-90
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    Cited by:

    1. Candy Lim Chiu & Han-Chiang Ho, 2023. "Impact of Celebrity, Micro-Celebrity, and Virtual Influencers on Chinese Gen Z’s Purchase Intention Through Social Media," SAGE Open, , vol. 13(1), pages 21582440231, March.
    2. Ha Minh Tri, 2022. "Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 12(1), pages 92-107.
    3. Venciute, Dominyka & Mackeviciene, Ieva & Kuslys, Marius & Correia, Ricardo Fontes, 2023. "The role of influencer–follower congruence in the relationship between influencer marketing and purchase behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. A.A.S.N Munasinghe & D.T.K. Bernard & H.M.U.S.R. Samarasinghe & S.R.N. Gamhewa & Sajith Sugathadasa & T.C. Muthukumara, 2019. "The Impact of Celebrity’s Field of Expertise on Consumer Perception," International Review of Management and Marketing, Econjournals, vol. 9(2), pages 31-34.
    5. 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).
    6. 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.

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