An experimental investigation of the influence of endorser attractiveness in video advertisements

Yuan, Sheng

doi:10.1080/17544750.2015.1035733

Cited by 3 publications

(1 citation statement)

References 28 publications

(36 reference statements)

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“…Indeed, brands have made endorsement contracts with attractive models, actors, and actresses (Schimmelpfennig, 2018). Moreover, several studies (Seiler & Kucza, 2017;Yuan, 2015;Chekima et al, 2020) have supported the source attractiveness model.…”

Section: Four Models Of Celebrity Endorsementmentioning

confidence: 99%

Mapping multiple brand-celebrity congruence with OVERALS: An evidence for the meaning transfer model

Kutlu¹

2022

J Process Man & New Technol

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This study aims to provide evidence for the meaning transfer model. In Turkey, five apparel retailer brands and five celebrities are evaluated with brand personality and credibility models, respectively via pick any scales. 305 respondents selected with a convenience sampling approach attend the study. In order to compare different types of entities (brands and celebrities) with nominal variables, OVERALS analysis is performed. Associations regarding brands and celebrities are treated as sets of variables in OVERALS analysis. Three out of five brand-celebrity pairs are found to be closely congruent. In the context of multiple brand-celebrity comparisons, this relativistic congruence provides evidence for the meaning transfer model. Moreover, several essential associations in the meaning transfer process (for celebrities sexy, big fan following, and non-controversial public image and for brands stable, responsible, and active) are revealed. Findings of the study and OVERALS analysis are expected to deepen the understanding of the meaning transfer model.

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Section: Four Models Of Celebrity Endorsementmentioning

confidence: 99%

Mapping multiple brand-celebrity congruence with OVERALS: An evidence for the meaning transfer model

Kutlu¹

2022

J Process Man & New Technol

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Endorsement and visual complexity in food advertising on Instagram

Kusumasondjaja

Tjiptono

2019

INTR

118

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Purpose The purpose of this paper is to investigate the differences in consumer pleasure, arousal and purchase intention when consumers encounter food advertising on Instagram using different endorsers and visual complexity levels. Design/methodology/approach An experimental design was conducted involving 180 undergraduate students from several universities in Surabaya, Indonesia. The participants had actively used Instagram for at least one year. Findings Food ads endorsed by a celebrity generate more pleasure and arousal than those endorsed by food experts. Food advertising using high levels of visual complexity cues generates more pleasure and arousal than less complex advertising. However, less complex food ads using food experts create greater pleasure than those endorsed by celebrities. Consumer pleasure and arousal were significant mediators of the impact of endorser type and visual complexity on consumer purchase intentions. Practical implications As celebrities and higher levels of visual complexity result in more favorable responses to Instagram ads, food marketers need to consider increasing visual complexity when using celebrities in advertising by adding more objects, using more colors, objects, or textures and incorporating asymmetric elements in the advertisements. Originality/value This is one of the few studies comparing the effectiveness of celebrity and expert endorsers in Instagram advertising. Also, this research extends the existing knowledge about visual complexity in the context of social media advertising.

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Whalen

Belarmino

Taylor

2019

JHTI

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Purpose The growing trend for online peer-to-peer commerce has changed the way consumers purchase and exchange products and services across a wide variety of industries, including the craft beer industry. The lack of large scale distribution channels for local breweries has led to a growing market for social exchanges across the country. However, these barter systems remain more obscure compared to their mega counterparts in monetary exchange systems. The purpose of this paper is to evaluate how the set-up of online beer marketplaces impacts the perceptions of source attractiveness as moderated by the perceived risks to encourage exchange behaviors. Design/methodology/approach Using an established beer exchange community, members appraised the impact of avatar profiles in their decision-making process based on user congruity, product congruity and risk perceptions. The research was conducted using a 2×2 between subjects mixed factorial design. Findings Product attractiveness and risk perceptions influenced behavioral intentions while user attractiveness did not. This is counter to past research that emphasizes the importance of relationships in sharing economy contexts. Originality/value This research shifts the discourse for sharing economy platforms from monetizing trust to prioritizing the product. While much of the emphasis had previously been on facilitating relationships between the supplier and customers on sharing economy websites, this may indicate that there needs to be a shift to prioritizing the product.

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An experimental investigation of the influence of endorser attractiveness in video advertisements

Cited by 3 publications

References 28 publications

Mapping multiple brand-celebrity congruence with OVERALS: An evidence for the meaning transfer model

Mapping multiple brand-celebrity congruence with OVERALS: An evidence for the meaning transfer model

Endorsement and visual complexity in food advertising on Instagram

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