Nathan Klaus (The University of Toledo) Ainsworth Anthony Bailey (The University of Toledo)
Abstract
The aim of the study was to assess the impact of the gender of the celebrity and the gender of the consumer who is exposed to an ad featuring a celebrity on consumer response to celebrity endorsements. The hypotheses were tested in an experimental study. The results indicated support for four hypotheses regarding differential response by women to ads featuring celebrity endorsers, differential responses to ads featuring female celebrity endorsers, as well as differential response to female celebrity endorsers. Partial support was found for an interaction effect of gender on response to the gender of celebrity endorsers. The implications of the study results as well as limitations and possible future research avenues are discussed.
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Publisher Info
Article provided by American Journal of Business (Formerly Named "Mid-American Journal of Business") in its journal American Journal of Business.