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The effectiveness of celebrity endorsement for print advertisements

Author

Listed:
  • Roozen, Irene

    (Hogeschool-Universiteit Brussel (HUB), Belgium)

Abstract

The paper consists of two research projects. In the first research project, the matches between the products concerned and a number of celebrities were analysed. In the second research project advertisements with the best and worst product-celebrity matches, respectively, are compared with advertisements with a picture of an anonymous person and advertisements without a celebrity or picture. The research results do not indicate that celebrity endorsement is 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. These results, therefore, suggest that the considerable amounts invested in celebrity endorsement could better be allocated to other advertisement ends.

Suggested Citation

  • Roozen, Irene, 2008. "The effectiveness of celebrity endorsement for print advertisements," Working Papers 2008/07, Hogeschool-Universiteit Brussel, Faculteit Economie en Management.
    • Handle: RePEc:hub:wpecon:200807
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    File URL: http://lirias.hubrussel.be/handle/123456789/2213
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    Cited by:

    1. Behnam Forouhandeh Author_Email: & Hadi Nejatian & Kulandayan Ramanathan & Behrad Forouhandeh, 2011. "Determining Advertisement’S Efficiency: Celebrity Endorsement Versus Non-Celebrity Models," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-406, Conference Master Resources.

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