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The Risk of Vampire Effect in Advertisements Using Celebrity Endorsement

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  • Tetyana Kuvita
  • Miroslav Karlíček

Abstract

In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is "eaten up" by such devices. The concept of a vampire effect in advertising appears to be under-researched in the current literature. Therefore, this paper provides deeper insights into the vampire effect occurrences in printed advertisements using celebrity endorsement. The paper is based on a qualitative study with an eye-tracking device with 12 participants and on the following experiment with 60 university students. The research found that a significantly higher risk of creating a vampire effect exists when using an unrelated celebrity as an attention-getting device than when using a related celebrity or no celebrity at all. Marketers are advised to use related celebrities if choosing to stick to this attention-getting approach. However, the concept of "relatedness" should be pre-tested prior to launching an advertising campaign.

Suggested Citation

  • Tetyana Kuvita & Miroslav Karlíček, 2014. "The Risk of Vampire Effect in Advertisements Using Celebrity Endorsement," Central European Business Review, Prague University of Economics and Business, vol. 2014(3), pages 16-22.
    • Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:89:p:16-22
    DOI: 10.18267/j.cebr.89
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    References listed on IDEAS

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    More about this item

    Keywords

    vampire effect; celebrity endorsement; attention-getting device;
    All these keywords.

    JEL classification:

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

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