Celebrity influences on consumer decision making: new insights and research directions

Moraes, Marcela Barbosa de; Gountas, John; Gountas, Sandra; Sharma, Piyush

doi:10.1080/0267257x.2019.1632373

Cited by 79 publications

(54 citation statements)

References 163 publications

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“…Both groups of high and low EI showed interest in the advertising messages that depicted issues of famous and celebrity figures. This probably is due to the strong media presence and high level of popularity and strong influence of celebrities used to promote all kinds of products and causes in all aspects of life in most western societies [63,64].…”

Section: Resultsmentioning

confidence: 99%

An EEG Study on Emotional Intelligence and Advertising Message Effectiveness

Ciorciari

Pfeifer

Gountas

2019

Behavioral Sciences

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Some electroencephalography (EEG) studies have investigated emotional intelligence (EI), but none have examined the relationships between EI and commercial advertising messages and related consumer behaviors. This study combines brain (EEG) techniques with an EI psychometric to explore the brain responses associated with a range of advertisements. A group of 45 participants (23 females, 22 males) had their EEG recorded while watching a series of advertisements selected from various marketing categories such as community interests, celebrities, food/drink, and social issues. Participants were also categorized as high or low in emotional intelligence (n = 34). The EEG data analysis was centered on rating decision-making in order to measure brain responses associated with advertising information processing for both groups. The findings suggest that participants with high and low emotional intelligence (EI) were attentive to different types of advertising messages. The two EI groups demonstrated preferences for “people” or “object,” related advertising information. This suggests that differences in consumer perception and emotions may suggest why certain advertising material or marketing strategies are effective or not.

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Section: Resultsmentioning

confidence: 99%

An EEG Study on Emotional Intelligence and Advertising Message Effectiveness

Ciorciari

Pfeifer

Gountas

2019

Behavioral Sciences

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“…Further, it has been observed that a credible celebrity can also help in inducing the desired behaviour with regards to the advertisement, brand and purchase intention [49,[54][55][56]. Lafferty and Goldsmith [48], Goldsmith et al [49] and Lafferty et al [44] demonstrated the significant effects of celebrity credibility on attitude towards advertisement, attitude towards brand and purchase intention.…”

Section: Celebrity Credibility and Celebrity Endorsementmentioning

confidence: 99%

Section: Celebrity Credibility and Celebrity Endorsementmentioning

confidence: 99%

“…Existing perceptions on the favourability of the credible celebrity can highly influence consumers' processing and assessment regarding the brand [68]. Many studies have explained and examined the influence of celebrity credibility on attitude towards the brand [24,55,56,74]. Solomon [25] suggested that consumers do not know the celebrity; however, they admire and accept them as reference groups, such as athletes, celebrities, performers or successful businesspersons.…”

Section: Attitude Towards Celebrity Endorsement and Brand Attitudementioning

confidence: 99%

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Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

et al. 2019

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Taking into consideration the increasing role of sustainability in the luxury industry, our study investigates the role of celebrity credibility, celebrity familiarity, luxury brand value, and brand sustainability awareness on attitude towards celebrity, brand, and purchase intention for sustainable consumption. For this, we explored relationships among these variables to test a conceptual model which is developed using existing knowledge available in academic research on this topic. Data for testing were collected from high-end retail stores in the UK about the world top luxury brands by brand value in 2019, also acknowledged for their major engagement in sustainability. Findings from a survey of 514 consumers suggest that celebrity credibility is a very strong key to increasing purchase intentions of sustainable luxury goods. The study has important implications for the expansion of current literature, theory development and business practices. Limitations of the study are also outlined, and directions for future research are considered too.

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“…However, considering that BCV is a new marketing communication tool and is still being explored, it would be interesting to observe if featuring a celebrity in a BCV would have any effect on consumer’s AB. This is important as most BCVs are consumed by Gen Z, a consumer cohort, which understands the nuances of CEs and are closer to celebrities than their older consumer cohorts (Moraes et al, 2019). The above discussion makes it essential to observe if the presence of a celebrity moderates the relationship between BCV and brand attitude, leading to the formation of the following hypotheses: H 6a : CE moderates the relationship between ENT and the dependent variable—AB. H 6b : CE moderates the relationship between INF and AB. H 6c : CE moderates the relationship between CR and AB. …”

Section: Literature Reviewmentioning

confidence: 99%

Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship

Bezbaruah

Trivedi

2020

Vision: The Journal of Business Perspective

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The emergence of ad blocking phenomenon is a contemporary threat of today. It has series damaging consequences for the brands and advertisers. Advertisers are constantly looking for communication formats that are engaging to the consumers, specially to Gen Z consumers as they are a major cohort in the internet. Branded content videos are perceived an apt form of communication to reach this generation. This article observes the effect of branded content videos (BCVs) on Gen Z’s attitude towards the brand (AB), further leading to purchase intention (PI) and resilience towards the negative information (RNI) for the advertised product. The moderating role of celebrity endorsement (CE) between the BCV and brand attitude is also observed. Descriptive research design was employed to conduct the study. A structured questionnaire was created and administered on social media platform, Facebook, from where 470 responses were received. Cronbach’s alpha, exploratory and confirmatory factor analysis, structural equation modelling and hierarchical regression analysis were executed to conduct the data analysis. The results establish that informative BCVs have a more significant effect on brand attitude which further results into purchase intensions and RNI about the marketed product among consumers. It was also observed that CEs do not moderate the relationship between BCVs and brand attitude.

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Celebrity influences on consumer decision making: new insights and research directions

Cited by 79 publications

References 163 publications

An EEG Study on Emotional Intelligence and Advertising Message Effectiveness

An EEG Study on Emotional Intelligence and Advertising Message Effectiveness

Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption

Branded Content: A Bridge Building Gen Z’s Consumer–Brand Relationship

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