The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions

Tripp, Carolyn; Jensen, Thomas D.; Carlson, Les

doi:10.1086/209368

Cited by 348 publications

(239 citation statements)

References 17 publications

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“…Wells and Prensky (1996), who examine the issue of credibility, indicate that many consumers were skeptical of celebrities who were paid to provide positive information about endorsed brands. Very popular celebrities may end up endorsing multiple products risk overexposure, thus lessening the impact and distinctiveness of each product relationship as well as diminishing consumer perceptions of celebrity credibility and likeability (Tripp, Jensen and Carlson, 1994;Garland and Ferkins, 2002). Over exposure occurs when a celebrity becomes greedy and endorses many diverse products.…”

Section: The Risks Of Celebrity Endorsementmentioning

confidence: 99%

Celebrity Endorsement in Advertising: A double-edged Sword

Muda¹,

Musa²,

Putit³

2017

jABs

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The advertising market has become more cluttered and competitive now and everywhere. To highlight their brand, advertisers are turning to celebrities as endorsers. They are willing to invest significant amount of monies to juxtapose their brands with celebrity's attributes like attractiveness, expertise and trustworthiness. They believe that the celebrity's qualities might transfer to their brand, thus produce favourable campaign results. However, celebrity endorsement is not without potential risks. The purposes of this paper are threefold: first, to discuss how the marriage works between the brand and celebrity; second, to describe the benefits accrue from celebrity endorsement and third, to warn of potential dangers of the strategy.

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Section: The Risks Of Celebrity Endorsementmentioning

confidence: 99%

Celebrity Endorsement in Advertising: A double-edged Sword

Muda¹,

Musa²,

Putit³

2017

jABs

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show abstract

“…Endorser characteristic studies indicate that the more credible the source, the more effective the endorser (Ohanian, 1991;Weiner & Mowan, 1986), and source credibility has been found to be enhanced by a variety of factors including attractiveness, expertise, and trustworthiness (Baker & Churchhill, 1977;Kahle & Homer, 1985;Ohanian, 1991;Tripp;Jensen, & Carlson, 1994).…”

Section: Supporting Literature and Hypothesesmentioning

confidence: 99%

Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise

2007

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The match-up hypothesis and associative learning theory was utilized to examine the effects of athlete attractiveness and expertise on attitudes towards an athletic event and purchase intentions.An experimental design was incorporated to test the study's hypotheses with participants (N = 184) from three universities. Results indicate that athlete attractiveness and expertise interact to produce the best endorser-event fit. In terms of athletes with high levels of expertise, there were no differences in athlete-event fit between the highly attractive and less attractive athlete.However, among the athletes with low expertise, the attractive athlete was perceived as a better fit than was the less attractive athlete. Further, attitudes toward the event partially mediated the relationship between fit and purchase intentions, but identification did not act as a moderator.These results held regardless of participant sex. Implications relative to theory and practice are presented.3

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“…7,8 As perceived credibility increased, attitudes toward the brand, the ad, and purchase intentions improved. …”

Section: Discussionmentioning

confidence: 99%

“…Given the relationship between credibility and brand / ad attitudes, it is important to identify the antecedents that affect credibility and therefore impact brand and ad attitudes. 7,8 Credibility has traditionally been conceptualised and measured using three dimensions: expertise, trustworthiness and attractiveness. 9 Research has shown support for these three dimensions of credibility as well as a relationship between credibility, brand and ad attitudes, and purchase intentions.…”

Section: Introductionmentioning

confidence: 99%

Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

Siemens

Smith²,

Fisher³

et al. 2008

J Target Meas Anal Mark

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The purpose of this study was to investigate whether individuals could distinguish between profession-related expertise and nonprofession-related expertise, and the implications of this distinction on perceived credibility. An experimental study investigated the effects of congruency between an endorser ' s expertise related to their profession and the expertise gained from product usage not related to their profession. Subjects were able to make the distinction, and product congruency affected both types of perceived expertise. The effect of congruency on attitudes was mediated by perceived endorser credibility. When using a familiar endorser, brand attitudes were more favourable when the product was congruent with the endorser ' s profession. On the other hand, brand attitudes were not as affected by congruency when the endorser was unfamiliar. Surprisingly, both an endorser ' s perceived product expertise and expertise within their profession were lower when endorsing an incongruent product.

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The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions

Cited by 348 publications

References 17 publications

Celebrity Endorsement in Advertising: A double-edged Sword

Celebrity Endorsement in Advertising: A double-edged Sword

Choosing an Endorser for a Women’s Sporting Event: The Interaction of Attractiveness and Expertise

Product expertise versus professional expertise: Congruency between an endorser's chosen profession and the endorsed product

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