Endorsement Practice: How Agencies Select Spokespeople

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

“…From a theoretical standpoint, our research offers four relevant contributions. First, we contribute to the luxury communication literature (e.g., Beverland & Luxton, ; Erdogan & Drollinger, ; Kwon et al, ) by offering novel insights into the effectiveness of hedonic versus utilitarian message appeals on consumers' attitudes and behavioral intentions. In particular, while previous research has conceptually and empirically investigated the differential effect of symbolic versus functional message appeals (Kwon et al, ; Tynan et al, ), we empirically tested the differential effect of hedonic versus utilitarian message appeals.…”

“…Communication strategies and tactics employed by luxury brands are factors that are certainly crucial to reach this goal (Amatulli, De Angelis, Pichierri, & Guido, ; Roper, Caruana, Medway, & Murphy, ). Reflecting its importance, academic studies have deeply investigated the effect of several aspects of luxury goods communication—such as brand authenticity (Beverland & Luxton, ), the use of celebrities (Erdogan & Drollinger, ), the use of social media (Kim & Ko, ), the use of images versus text (e.g., Amatulli et al, ), and the communication message appeal (Kwon, Seo, & Ko, )—on consumers' emotions, attitudes, and behaviors (or behavioral intentions).…”

Pointing Out Differences: Consumer Evaluations of Comparative Information Across Product Types

“…First, it is interesting to expand the hypotheses and compare blogs with TV ads. Second, further research might also address endorsement in blogs, which is a popular tactic in traditional media (Biswas, Biswas, & Das, 2006;Osei, 2007;Zafer & Tanya, 2008). When a source of higher credibility is included in the advertisements, comparative advertising has a more positive effect on purchase intention (Gotlieb & Sarel, 1991).…”

Matching with the stars: How brand personality determines celebrity endorsement contract formation

“…The celebrity may not negotiate all aspects of the contract, but rely on her agent (Erdogan & Drollinger, 2008) who is sometimes responsible for developing the celebrity's human branding and marketing strategies, as with fashion models (Parmentier, Fischer, & Reuber, 2013). Lastly, a contract is signed and promotional campaign(s) are then developed.…”

“…This strategy is developed concurrently because firms understand the risk of a potential endorser rejecting a firms' endorsement request, and thus the communication strategy may change conditional on which celebrity the firm hires. Although an advertising agency may spearhead the celebrity selection process (Erdogan & Drollinger, 2008), the firm ultimately decides whether a contract is signed or not and the terms of such contract (Stein, 2007;Wood, 2004). Next, each celebrity is evaluated along a set of criteria (Miciak & Shanklin, 1994) such as the congruence between the celebrity and the firm, product and audience, cost, and the likelihood of landing a contract with each celebrity (Erdogan, Baker, & Tagg, 2001).…”