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2.2 The Effects of Multiple Product Endorsements by Celebrities on Consumers Attitudes and Intentions,
Carolyn Tripp, Thomas D Jensen and Les Carlson This article discusses the research investigating the effects of a number of products that are endorsed by a celebrity as well as the number of exposures to the celebrity on consumers attitudes and purchase intentions. Two studies were conducted for the research. Study 1 used print ads as the stimuli and the results showed that as the number of products endorsed increases consumers perceptions of the celebrity credibility and likeability, however, the attitude towards the ad became less favorable. The results found in this study were independent of the number of exposures to the celebrity. The second study explored the underlying attribution processes associated with the consumers perceptions of multiple product endorsers through using depth interviews. The findings are discussed from attribution and repetition theory perspectives. (Source: Journal of Consumer Research, 1994, vol. 20, issue 4, pages 535-47),
2.3 Celebrity spokesperson and brand congruence: An assessment of recall and affect,
Shekhar Misra and Sharon E. Beatty
This article discusses how conventional wisdom regarding the matching of spokesperson and brand in advertising is thoroughly tested. Within the theoretical framework of social cognition, celebrity-brand congruence is found to enhance the effectiveness of marketing efforts. The transfer of affect from spokesperson to brand is normally found to be easier when the two are matched. Recall is found to be enhanced when the celebrity and brand are matched. Affect towards the brand is also found to be higher when the brand and spokesperson are matched. Overall, the article shows how celebrity endorsements prove to be beneficial for marketing strategies.
(Source: Journal of Business Research, 1990, vol. 21, issue 2, pages 159-173)
This is an interesting article that explores the issue that celebrity endorsement literature does not often explore. The issue at hand is whether or not the activities of a celebrity endorser affect the overall performance of a company. The experiment represents a first step in identifying what makes endorsement advertisements effective based on work in attribution theory within social psychology. Here we see Tiger Woods performance in tournaments on the endorsing firms value is succeeding to the contract signing. A relationship between Tigers tournament placement and the excess returns of Fortune Brands (parent of Titleist) is not seen. This is most likely due to Titleists very small role as a contributor to the total market worth of Fortune Brands. The article also fails to find a significant connection for American Express suggesting that, the market does not view a golfer endorsing financial services as credible. The article, however, finds a significant positive impact of Tigers performance on Nikes excessive returns; this suggests that the market values the supplementary publicity that Nike receives when Tiger is in contention to win. It discovers that the high costs are linked with product advertising; this pushes advertising messages effectively and increases consumers interest in the product. Through reading the article we learned that prior research documents that firm value tends to increase upon the declaration of celebrity endorsement contracts, it is unclear whether any type of long-run performance relationship exists. The article attempted to bridge that gap by examining the relationship between Tigers performance and the excess returns of the companies whose products he endorses In relation to the previous article and Tigers positive effect on Nike, the following article review shares and interesting take on brand awareness and potential for a celebrity to overpower a brand. In Tigers particular situation, Nike has created a balance between his expertness in golf and his relation to the brand. There has been many situations though where consumers remember the celebrity and not the brand.
(Source: Journal of Business Research, 1990, vol. 21, issue 2, pages 48-64)
This article examines celebrity endorsements and how they can be used to benefit a product and/or brand. The appeal of the celebrity needs to be perfectly blended with the brand in order for consumers to fully grasp the true meaning of the advertisement. Part of the study was to see if consumers were able to remember the brand and not just the celebrity. Studies in India showed that 80% of the viewers remembered the celebrity but not the brand. This shows how the brand and celebrity could not coexist together and stick out to the consumers mind so they can make a purchase. Khatri did highlight many risks that come along with celebrity endorsements. First the celebrity could over power the brand, with a brand that cannot compete with the face of a celebrity, the brand wont be remembered by any of the consumers who view the ad. The image of the celebrity is also important, if a certain celebrity has a tarnished image, or an image does not fit with that of the brand he/she will not be effective. However, there are many good things that come from celebrity endorsements. Building brand awareness is definitely an effect of celebrity endorsements. Having a familiar face as the face of your brand will help the consumers add your brand into their evoked set. Celebrities can also connect emotionally to consumers with more serious services like foundations or charities. Overall celebrity endorsements are good for brands as long as they can incorporate the right product with the right person. While celebrity endorsements do not guarantee sales, it is certainly not a bad idea.
towards the advertisement, endorser, and product were also measured. The resulting model specified that product attitudes were forecasted by interpretations about the endorser's liking for the product and by attitudes toward the endorser. In conclusion, the articles research suggests that advertisers should put more effort not only into choosing endorsers who are well matched with products, but also into making strong arguments and believable explanations for why endorsers truly do like the products they endorse. The results suggest that endorsement advertising effectiveness can be strongly influenced by consumers interpretations regarding if the endorser truly likes the product. Although, advertisers often appear to be satisfied with merely creating an association between a celebrity endorser and their product with the hope that the endorsers positive image will somehow be transferred to the product. The article made it clear that it is quite possible that the effectiveness of knowledgeable endorsements depends on a substantially different set of variables than celebrity endorsements, and as such the modeling of expert endorsement effectiveness is an issue that should be addressed in future research. Similar to the article above, the following article summarizes similar effects on the importance of celebrities representing products they would actually use to create a meaningful connection to that particular product. Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process has an interesting take on how cultural meaning and the celebrity endorser play a large role in the meaning of a product. A goal of companies is to identify cultural meanings intended for their products such as type of gender, status, age, lifestyle, time, and place meanings. Once this is determined, a celebrity is matched with the product so the consumer associates that celebrities cultural meanings with the product or service. Well-made advertisements are
essentially able to take on any meaning. Poorly crafted advertisements are not. Companies need to be sure that the actor they use to associate to their product portrays a level of expertness and trustworthiness. Celebrities draw in powerful meanings from the roles they assume on As long as the credibility and
attractiveness conditions for that celebrity are satisfied, any celebrity can seem credible and draw in consumers when done correctly. The ultimate goal is to take the positive feelings toward a celebrity, transfer those attributes onto the product, and these meanings are transferred from the product to the customer. (Source: Factors predicting the effectiveness of celebrity endorsement
2.7 Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Pre-purchase Evaluation of Goods and Services,
Dwane Hal Dean and Abhijit Biswas
This article discusses third-party organizations endorsements (TPO) and how they can positively affect the purchase of a product. If the TPO endorsement is seen in a positive light then the attributes of the TPO will reflect onto the product being advertised. According to the study, TPO endorsement may take one of three general forms: (1) the product is ranked against competing products in its class on one or more criteria, (2) the product is awarded a seal of approval by the TPO (though how the seal differentiates among products in the class may be unclear), or (3) a subjective, non-comparative statement is made about one or more product attributes (Dean and Biswas 42). In this study product endorsed advertisements and nonendorsed advertisements were compared to see the difference in how a consumer develops an attitude towards the product as well as the credibility of the source. This study found that for celebrity-endorsed products that were high in social risk that it was more appropriate then for a product that was low in financial risk. The specific products that the researchers researched were desktop computers and auto insurance. They found that a TPO would affect the selling of auto insurance more than the selling of computers because consumers perceive more risk in the purchase of services than of goods (Dean and Biswas 55). This study also concluded that having celebrities advertise a product is good for grabbing the audiences attention. Having celebrity endorsers can be beneficial as long as they bring a positive image to the brand. (Source: Journal of Advertising Vol. 30, No. 4 (Winter, 2001), pp. 41-57)
2.8 Exploring the relationship between celebrity endorser effects and advertising effectiveness,
C Amos, G Holmes, D Strutton They discusses the importance of positive celebrity information and its impact on consumers. Negative celebrity information can be extremely detrimental to an advertising campaign, so companies need to choose celebrities who remain credible to their audience. Companies hope
celebrities play a positive role in society and that their popular portrayal will transfer to the company. There are nine key predictors companies must examine before hiring a celebrity to associate with their products. They are celebrity performance, negative celebrity information, credibility, expertise, trustworthiness, attractiveness, familiarity, likeability, and
celebrity/product fit. By following these nine attributes throughout a marketing campaign, companies will be able to successfully transfer what the celebrity represents onto their business. (Source: International Journal of Advertising, 2008)
to see positive results. The most common predictors to a successful celebrity endorser campaign is the celebrity endorsers wisdom must match the message they are relaying in order for the transfer affect to be profitable. This means a marketing campaign will not be successful if the celebrity used does not properly represent the product and aspirations of the consumers. This is similar to the fact that celebrities must actually like the product they are representing. If the pitch is forced, it is not believable, making the advertisement itself not creditable to the audience. Another important factor after conducting the literature review is likeability of the celebrity must be present. If a celebrity is not well liked by the population or his or her recent activities are not respected, than consumers are less likely to buy the product they are representing. Lastly, companies need to identify the social influence a celebrity has on his or her audience. Consumers are more likely to adopt behavior advocated by a group or association if they identify with the group identification. If a celebrity is chosen properly, it has been proven that companies can influence their target market to buy their endorsed product. The campaign will be even more successful if they can transfer the likability and credibility of the celebrity on the product being endorsed and eventually the brand a whole. (Source: Journal of Marketing Vol.59(1995),No.3 PP 56-62)
The use of celebrity endorsers in advertising is wide-spread as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well-known individuals. Associative learning principles are presented as a useful framework for understanding how celebrity endorsers can be used more effectively. Principles such as repetition, overshadowing, blocking, belongingness, CS pre-exposure, association set size, and extinction are introduced and linked to specific managerial suggestions for improving the use of celebrity endorsers.
(Source: Using celebrity endorsers effectively: lessons from associative learning", Journal of Product & Brand Management, Vol. 7 Iss: 5, pp.400 409)
market. Does the marketer know this? The answer is yes. Then why does he go with celebrity endorsement? The answer is to get instant brand acceptance and sometimes to compete with the competitor or sometimes as a routine. However, corporates must always keep in mind that the objective is to build the brand and not the celebrity. It is also important to appreciate that just because an individual is famous and considered a celebrity, he/she might not necessarily be an effective endorser. As said earlier, celebrity endorsement is always a two-edged sword and it has a number of positivesif properly matched it can do wonders for the company, and if not it may boomerang. In this paper an attempt has been made to know the pros and cons of the celebrity endorsement. (Source: ICFAI Journal of Consumer Behavior. Mar2009, Vol. 4 Issue 1, p36-45)