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Effect of Celebrity Endorsement in Advertising Activities by Product Type

Author

Listed:
  • Karasiewicz Grzegorz

    (Faculty of Management, University of Warsaw)

  • Kowalczuk Martyna

    (Zenith Optimedia Group)

Abstract

This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model.

Suggested Citation

  • Karasiewicz Grzegorz & Kowalczuk Martyna, 2014. "Effect of Celebrity Endorsement in Advertising Activities by Product Type," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 44(1), pages 74-91, December.
    • Handle: RePEc:vrs:ijomae:v:44:y:2014:i:1:p:74-91:n:4
    DOI: 10.1515/ijme-2015-0010
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    References listed on IDEAS

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