Negative publicity on the endorsement process does it influence for-profit and not for-profit print advertisements?
AbstractThis paper describes an experiment which tested the effectiveness of warm and cold appearance endorsers for for-profit and not-for-profit print advertisements. Moreover, the effects of positive/negative publicity surrounding the endorser have also been evaluated. The research results show that the use of relatively warm appearance female endorsers is significantly more effective for for-profit products whilst ‘warm’ appearance male endorsers are more effective for not-for-profit products. The gap between positive-negative publicity of the same endorser is significantly bigger for the for-profit products than for the not-for-profit. This suggests that the risk of negative publicity is more important for the endorsement process of for-profit products than for not-for-profit products.
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Bibliographic InfoPaper provided by Hogeschool-Universiteit Brussel, Faculteit Economie en Management in its series Working Papers with number 2012/01.
Length: 15 page
Date of creation: Jan 2012
Date of revision:
Celebrity endorsement; negative publicity; not for-profit products;
This paper has been announced in the following NEP Reports:
- NEP-ALL-2012-03-08 (All new papers)
- NEP-CBE-2012-03-08 (Cognitive & Behavioural Economics)
- NEP-HME-2012-03-08 (Heterodox Microeconomics)
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