Celebrity versus Company President as Endorsers of High Risk Products for Elderly Consumers

Maronick, Thomas J.

doi:10.1300/j057v11n04_06

Cited by 16 publications

(12 citation statements)

References 16 publications

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“…In other words, ignoring a buyer's lifestyle does not appear to have any effect on the buyer's sense of satisfaction. Although previous studies (Crutchfield et al 2003;Maronic 2005;Athanassopoulou and Mylonakis 2009) maintained that lifestyle similarity affects a buyer's satisfaction with a salesperson, this was not found to be so in this study. One explanation may be that, banking being a highly professional service, many details about the salesperson's lifestyle may not be known to the respondents because it is not usually thought ethical to share this kind of information during professional transactions between a customer and a provider.…”

Section: Discussioncontrasting

confidence: 84%

Does buyer–seller similarity affect buyer satisfaction with the seller firm?

Gaur

Herjanto

Bathula

2012

The International Review of Retail, Distribution and Consumer R

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With the increased reliance on diverse markets in multi-cultural contexts, the role that similarity can play in the relationship between a salesperson and a buyer is receiving increased attention. Similarity is regarded as the cornerstone of positive communications, and salespeople rely on the trust that can be created by this recognition of likeness. However, there are different types of similarity and not all have an equal bearing on the salesperson-buyer relationship. In this study, we examine similarity in appearance, similarity in lifestyle and similarity in status. Most studies go no further than examining the effect of similarity on a buyer's satisfaction with a salesperson, and to date there appear to be few studies relating to the effect of similarity on satisfaction with a firm. This study examines the effect of similarity on a buyer's sense of satisfaction with a firm represented by a salesperson in the banking context. The results of the study show that appearance similarity and status similarity have a significant effect on the salesperson-buyer relationship, whereas lifestyle similarity has no effect. The buyer's satisfaction with a salesperson is found to mediate the relationship between similarity in appearance and the buyer's satisfaction with a firm. In this article, we discuss these findings and look at their implications for both research and practice. Findings of the study are particularly important because of New Zealand's increasing interaction with Asia and its people, which have transformed New Zealand to become a multi-cultural and multi-ethnic country.

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Section: Discussioncontrasting

confidence: 84%

Does buyer–seller similarity affect buyer satisfaction with the seller firm?

Gaur

Herjanto

Bathula

2012

The International Review of Retail, Distribution and Consumer R

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“…al., celebrities are likely to influence people at young age (Austin et. al., 2008), whereas Maronick in his research postulated that the old are less likely to be influenced by a celebrity in the presence of a rationale (Maronick, 2005). In the light of previous studies we can add celebrity endorsement to our model by claiming that it has contribution to discriminate generations in terms of their determinant that raise attention to advertisements.…”

Section: Celebrity Endorsementmentioning

confidence: 80%

How to Increase Attention to Advertisements Across Baby Boomers, X and Y Generations

Tavsan¹

2015

Pressacademia

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The article includes examination of the general aspects of Baby Boomer, X and Y generations in terms of demographic and psychographic dimensions and focuses on adding a new cluster of dimensions to discriminate them regarding their attention level to the communication content and advertisements that they incur. In this study it is found out that the cohorts can be discriminated through their attention level on the shared platform of advertising appeals of ; Creativity, Celebrity Endorsement, Reference Group, Emotion Evoking and Sexual Connotation. The variance between the old and the young generations explained on the ground of existential philosophy.

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“…According to source credibility models (Hovland and Weiss, 1951), message effectiveness depends on an endorser’s perceived levels of expertise and trustworthiness (Ohanian, 1991; Spry et al , 2011). It has been shown that if a source is perceived as credible, it can produce more positive consumer attitudes and behavioral change than a less or non-credible source (Wang and Scheinbaum, 2018; Maronick, 2006; Pornpitakpan, 2003). In a like manner, an endorser’s attractiveness can draw attention and increase both ad and brand awareness (Chao et al , 2005; Kahle and Homer, 1985; Till and Busler, 2000).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Effectively, concerning upward comparison, idealized images conveyed by the media can generate a sense of consumer disappointment in their personal appearance, lifestyle or belongings (Hirschman and Thompson, 1997; Grabe et al , 2008; Dimofte et al , 2015; Mussweiler et al , 2004). However, most of these conclusions are focused on celebrity endorsement; a few have looked at CEO endorsement (Rubin et al , 1982; Maronick, 2006), and only one has addressed internal endorsement including both CEO and employees (Stephens and Faranda, 1993). Furthermore, as underlined by Bergkvist and Zhou (2016), most of the related research exclusively assess endorsement effectiveness, and only a few studies address the endorsement question in a way that allows one to understand the psychological mechanisms underlying endorser persuasion.…”

Section: Literature Reviewmentioning

confidence: 99%

When brands use CEOs and employees as spokespersons

Zeitoun¹,

Michel²,

Fleck

2020

QMR

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Purpose This paper aims to clarify the persuasion mechanism of chief executive officers (CEOs) and employees as endorsers of brand advertising and helps discern consumer attitudes toward internal endorsement. Design/methodology/approach The exploratory character of the present research required a qualitative approach combining focus groups and face-to-face interviews considered as both meaningful and complementary. Findings The findings suggest that while the celebrity endorsement ensures familiarity and likability, internal endorsement supports credibility and congruity with an important role of storytelling. Moreover, employee endorsements induce an internalization process based on the real-self, while the endorser CEO induces admiration grounded in the ideal self. More fundamentally, the study reveals how the internal endorsement modifies the meaning transfer model and involves a process of meaning translation, which affects the corporate brand image rather than the product brand image. Originality/value The present paper reveals that CEOs and employees can be strong levers for gilding the corporate brand image compared to the celebrities who enhance the product brand image. Moreover, the authors show that the CEO is a character who can be admired without the threat of upward comparison at the opposite of celebrities. Finally, this research highlights the specific role of employees bringing authenticity because of their anchorage in real life.

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Celebrity versus Company President as Endorsers of High Risk Products for Elderly Consumers

Cited by 16 publications

References 16 publications

Does buyer–seller similarity affect buyer satisfaction with the seller firm?

Does buyer–seller similarity affect buyer satisfaction with the seller firm?

How to Increase Attention to Advertisements Across Baby Boomers, X and Y Generations

When brands use CEOs and employees as spokespersons

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