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Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison

Author

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  • Băcilă Mihai F.
  • Ciornea Raluca
  • Drule Alexandra M.
  • Cohut Andreea M.

    (Babeş-Bolyai University, Faculty of Economics and Business Administration, Romania)

Abstract

The use of celebrities for endorsement activities is a well established part of the marketing communication strategy. Yet, the communication “playground” is changing as we witness significant changes in the channels used for information transmission (as digital dominate the traditional) and in the audience (as generations change, growing up in a digital world). More, removing the communications’ constraints of space and time, the Internet led to the emergence of a new type of celebrity that seems to surpass the traditional ones. In this context, research in the celebrities’ endorsement area is still of significant relevance. Although many studies focused on investigating the effect of celebrity endorsement over consumer attitudes and behaviour, only few examined how audience factors influence these relationships. Hence, the main objective of this paper is to establish the variations in attitudes towards celebrities endorsed advertisements, considering the consumers’ age, gender, income and celebrity-product fit importance. The findings revealed significant differences in attitudes based on consumers’ age, income and product-celebrity fit importance, yet no distinctiveness in case of gender.

Suggested Citation

  • Băcilă Mihai F. & Ciornea Raluca & Drule Alexandra M. & Cohut Andreea M., 2019. "Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 5-17, December.
    • Handle: RePEc:vrs:mfitdj:v:2:y:2019:i:2:p:5-17:n:1
    DOI: 10.2478/midj-2019-0006
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    References listed on IDEAS

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    More about this item

    Keywords

    Celebrity attributes; Celebrity endorsed advertisement; Attitude; Internet celebrity; Celebrity product fit;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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