An examination on multiple celebrity endorsers in advertising

Hsu, Chung-Kue; McDonald, Daniella

doi:10.1108/10610420210419522

Cited by 131 publications

(114 citation statements)

References 13 publications

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“…According to Khatri (2006) celebrity endorsement is the utilization of the celebrity's names in the product or services advertisements, where celebrities may or may not be the experts. Though, the authors such as Boorstin (1961), McCracken (1989) and Khatri (2006) define celebrity endorsement, this study uses the McCracken (1989) definition, where this definition is adopted by many recent celebrity endorsement related studies (e.g., Hsu & McDonald, 2002;Banyte, Stonkiene, & Piligrimiene, 2011;Doss, 2011;Fleck, Korchia, & Le Roy, 2012;De Los Salmones, Dominguez, & Herrero, 2013). Ohanian (1990) indicates celebrity endorsement dimensions are: (a) trustworthiness, (b) expertise and (c) attractiveness.…”

Section: Definitions Of Celebrity Endorsementmentioning

confidence: 99%

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Thusyanthy¹,

Tharanikaran²

2015

IJBM

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Currently most of the marketers use celebrity endorsement as an effective promotional tool, where celebrities are the well known individuals to the public, and this celebrity endorsement in advertisements have impact on customer based brand equity. Even though, there is a relationship between celebrity endorsement and customer based brand equity, many scholars have implied that several variables and dimensions also impact on these celebrity endorsement and customer based brand equity broadly. This qualitative comprehensive review explores with the various literature supports for the relationship variables to celebrity endorsement and customer based brand equity. To extend and facilitate further studies contextually and empirically, a comprehensive model is presented to demonstrate how these relationship variables relate to celebrity endorsement and customer based brand equity. This study with a comprehensive and complex model contributes to the existing literature and enhances the studies, which are related to the celebrity endorsement and customer based brand equity.

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Section: Definitions Of Celebrity Endorsementmentioning

confidence: 99%

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Thusyanthy¹,

Tharanikaran²

2015

IJBM

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“…Endorsement advertising also enhances the product recognition (Maclnnis, Rao & Weiss (2002), Laffery & Goldsmith (1999), Goldsmith, Lafferty & Newell 2000). In recent years celebrity advertisement increase tremendously and many companies are adopting this strategy (Hsu & McDonald, 2002). According to the research of an advertising magazine it is concluded that US is spending billion of US dollar for TV commercial advertising and about 10% of US dollar are paid to wellknown stars (celebrities).…”

Section: Consumer Purchase Intentionsmentioning

confidence: 99%

Brand Love: Mediating Role in Purchase Intentions and Word-ofMouth

Yasin¹

2013

IOSR-JBM

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“…Aunque la mayoría de trabajos han utilizado técnicas experimentales para demostrar la eficacia de personalidades, el análisis de contenido se considera la técnica adecuada para analizar la forma y presencia de portavoces en publicidad (Belch & Belch, 2013;Black & Choi, 2013;Choi, Lee & Kim, 2005;Hsu & McDonald, 2002;Stout & Moon, 1990). Asimismo, los estudios precedentes se han centrado en televisión y medios gráficos --especialmente revistas--, no habiendo encontrado ningún trabajo específico que analice la figura del portavoz en la publicidad radiofónica.…”

Section: Marco Teórico Y Preguntas De Investigación 21 El Uso De Pounclassified

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

Perelló-Oliver

Molina

Campos-Zabala

2018

RLCS

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Cómo citar este artículo / Referencia normalizada S Perelló-Oliver, C Muela-Molina, M V Campos-Zabala (2018): "La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz". Revista Latina de Comunicación Social, 73, pp. 1163 Abstracts [ES] Introducción:Como una forma de personificación de la marca, el presente trabajo analiza la presencia de la figura del portavoz en sus distintas modalidades y el uso que se hace de ellos en la publicidad radiofónica. Metodología: Se ha utilizado una técnica cuantitativa de análisis de contenido para analizar las cuñas emitidas en las doce emisoras comerciales de ámbito nacional de mayor audiencia (tres generalistas y nueve temáticas). El corpus de las cuñas publicitarias objeto del análisis protagonizadas por portavoces quedó configurado por 3.890 cuñas. El tipo de portavoz se ha cruzado con otras variables como tipo de anunciante, categoría de producto, tipo de mensaje y pronombre del sujeto. Resultados y conclusiones: El medio radio es más proclive a hacer uso de voces que representan personalidades de bajo perfil popular en detrimento de las celebridades que protagonizan la publicidad en otros medios.[EN] As a form of brand personification, this article analyses the presence of the figure of the spokesperson in its various forms and their use in radio advertising. analysis has been performed on the advertising spots broadcast by the 12 national commercial radio stations with the highest audience shares in Spain (of which three are full-service and nine are themed stations). The sample of adverts featuring spokespeople was composed by 3,890 units. The type of spokesperson has been correlated with other variables such as type of advertiser, product category, type of message and subject pronoun. Results and conclusions: Radio, as a medium, is more inclined to make use of voices representing low-profile personalities to the detriment of celebrities who are featured in advertising in other media.

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An examination on multiple celebrity endorsers in advertising

Cited by 131 publications

References 13 publications

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

Brand Love: Mediating Role in Purchase Intentions and Word-ofMouth

La personificación en la publicidad radiofónica. Análisis de la presencia y uso de la figura del portavoz

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