The Relative Effectiveness of Celebrity Endorsement for Print Advertisement
AbstractThe 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.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Katholieke Universiteit Leuven, Faculteit Economie en Bedrijfswetenschappen in its journal Review of Business and Economics.
Volume (Year): LV (2010)
Issue (Month): 1 ()
Celebrity endorsement; Print advertisement; meaning-transfer-model;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Hilde Roos) The email address of this maintainer does not seem to be valid anymore. Please ask Hilde Roos to update the entry or send us the correct address.
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 references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link 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 profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.