Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?

Albert, Noël; Ambroise, Laure; Valette‐Florence, Pierre

doi:10.1016/j.jbusres.2017.08.002

Cited by 105 publications

(70 citation statements)

References 40 publications

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“…Celebrity endorsement in advertising has been a common practice in the past years, but few studies have been preoccupied about their efficiency for the advertised brand. If most of the researches focus on the congruency between the celebrity, the brand and the consumer (Albert et al, 2017), only few studies have focused on the over-shadowing effect of the brand by the celebrity (Erfgen et al, 2015). Mehta (1994) shows in his study that consumers who watch an advertising, featuring a celebrity have the tendency to talk more about the celebrity's characteristics.…”

Section: Introductionmentioning

confidence: 99%

Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising

Nistoreanu

Pelău

Lazar

2019

Proceedings of the International Conference on Business Excellence

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Celebrity endorsement has been frequently used in advertising as consumers are attracted and tend to imitate the behavior of the star. In the past years, celebrities have been a frequent mean of attracting the attention of the consumer towards an advertising. In an era with an over-load of information and ads, the glamour of the celebrities has had the power to increase the visibility of the advertised product. Besides the positive effects which celebrities bring to an increase of attention of the consumers, their endorsement can also have negative consequences. One of these undesired effects is the overshadowing of the advertised product by the celebrity. Consumers will have the tendency to watch the celebrity for a longer time and their attention is distracted from the advertised product. In an eye-tracking experiment we analyze the fact that the celebrity might distract the attention of the consumer from the advertised product and its logo. The results have shown that the participants have the tendency to watch the logo of a product for a longer time in advertising without celebrities. In opposition to this, in advertising endorsing celebrities, the attention is caught by the celebrity.

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Section: Introductionmentioning

confidence: 99%

Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising

Nistoreanu

Pelău

Lazar

2019

Proceedings of the International Conference on Business Excellence

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“…Prior studies have revealed several benefits as well as risk of celebrity endorsement [1,4,9,10,11]. It is not surprising that we have mixed results in the extant literature on the effectiveness of celebrity endorsement as a marketing strategy.…”

Section: Celebrity Endorsementmentioning

confidence: 76%

“…Then the question is raised, what characteristics should be considered when choosing appropriate celebrities for specific product or brand. Marketers therefore should not just select any celebrity as a spokesperson of their brand, but must consider the fit of the attributes of celebrity in promoting the brand to the targeted customers [10]. Then, celebrity attributes/characteristics become very critical in enhancing the successfulness of celebrity endorsement process [12].…”

Section: Celebrity Endorsementmentioning

confidence: 99%

Worth of Celebrity Attributes on Purchasing Behaviour of Assurance Service in Sri Lanka: Mediating Effect of Source Credibility

Sachitra

Poornima

2020

ACRI

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Purpose: Celebrity endorsement has been investigated in prior studies regarding various behavioural and cognitive aspects about consumer purchasing behaviour, it is not clear whether principles findings in the general celebrity literature can be directly applied to the service context. This study examines the effects of different attributes associated with celebrities on purchasing behaviour of life insurance policy in Sri Lanka. Design: The study used a deductive approach and quantitative research design. Data were collected from 150 life insurance policy holders who representing four insurance companies in Sri Lanka. A self-administrated structured questionnaire was used to collect data. The step-wise multiple regression and regression-based path analysis were employed to test the hypotheses. Findings: The study finds that celebrity attractiveness, trustworthiness and expertise have significant influence over purchasing behaviour and however the influence is not strong. Further, celebrity trustworthiness has a significant mediating effect on the relationship between celebrity expertise and buying behaviour. Originality: Despite the role of celebrity attributes in influencing the buying behaviour of tangible products, limited studies have been conducted specifically on intangible products and also, the literature is not clear whether principle findings in the general celebrity can be directly applied to the intangible product or service context. This study has addressed that empirical gap.

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“…At the same time, the role of the consumer in the celebrity endorsement process has received little attention from the academic literature, which tends to perceive the consumer as a passive spectator of the celebrity/brand duo. However, through their relationships with the brand and the celebrity, consumers also have an impact on such endorsement (Albert et al, 2017; Choi and Rifon, 2012).…”

Section: Introductionmentioning

confidence: 99%

Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectives

Ambroise

Albert

2019

Recherche et Applications en Marketing (English Edition)

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Although the literature on celebrity endorsement is abundant and complex, few studies have provided a review of this issue. Our article thus seeks to complement this dearth of studies by presenting a critical, prospective, and innovative review on the celebrity endorsement literature. Paying special attention to current management practices, we will first build on the concepts of endorsement and celebrity. Second, we will focus on the mechanisms of the effectiveness of celebrity endorsement and highlight their limitations. We will also propose a theoretical framework which suggests that considering consumers’ relationships with both the brand and the celebrity may provide complementary information on the effects of celebrity endorsement. Finally, we will broaden the traditional view of the usual effects of endorsement by analyzing its consequences for both the celebrity and the consumer. Through this article, we hope to help build upon existing scholarship and reinvigorate the academic vision of celebrity endorsement.

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Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?

Cited by 105 publications

References 40 publications

Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising

Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising

Worth of Celebrity Attributes on Purchasing Behaviour of Assurance Service in Sri Lanka: Mediating Effect of Source Credibility

Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectives

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