Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement

Hung, Kineta

doi:10.1080/00913367.2013.838720

Cited by 127 publications

(101 citation statements)

References 56 publications

(55 reference statements)

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…The study provides empirical support for Schema Congruity's applicability in congruence research, and extends the concept to green advertising (Lee & Thorson, 2008;Törn, 2012). Finally, the study confirms Hung's (2014) and Minton and Rose's (1997) belief that green stars are persuasive endorsers for highly and less involved consumers. Green celebrity endorsement may thus stimulate more eco-friendly consumerism beyond already environmentally concerned consumers (Alexander, 2013;Kong & Zhang, 2013).…”

Section: Note: Age Held Constant For Purchase Intentionsupporting

confidence: 62%

“…The more involved, the likelier becomes central processing, including not only logos and arguments, but also celebrities (Atkinson & Rosenthal, 2014;Hung, 2014). The star is a green ad cue whose image is centrally assessed within the ad context (Hung, 2014).…”

Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

“…The ELM posits that high involvement consumers process ad content centrally, responding to cognitive cues like compelling arguments (Atkinson & Rosenthal, 2014;Hung, 2014). Low involvement consumers process ad content peripherally, reacting to affective cues such as celebrities (Erdogan, 1999;Hung, 2014).…”

Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

“…Not every celebrity is thus suited for all types of endorsements. Matching relevant traits creates congruence, which yields positive brand (Hung, 2014) and ad attitudes, as well as purchase intent (Fleck et al, 2012). Applied to green advertising, if an endorser shares a brand's green image, the crafted congruence may amplify the product's selling point: its environmental value (Kong & Zhang, 2013).…”

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

View full text Add to dashboard Cite

ABSTRACT. This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide share of consumers, thus paving the way to more eco-conscious consumerism.

show abstract

Section: Note: Age Held Constant For Purchase Intentionsupporting

confidence: 62%

Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

Section: The Moderating Role Of Environmental Concernmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

Blasche¹,

Ketelaar²

2015

JEM

View full text Add to dashboard Cite

show abstract

“…As a highly marketing-orientated industry in which commercial success is often determined by immediate brand recognition and the dissemination of aspirational imagery and lifestyle affiliations in the media, the fashion sector is almost inevitably drawn to the high profile and perceived glamor of celebrities (Carroll 2009;Chiosa 2013;Hackley & Hackley 2015;Hung 2014). Indeed, since the emergence of fashion as a commercial enterprise, high-profile personalities have co-operated in the promotion of apparel garments, designers and brands: Parisian ladies of eminence were gifted gowns by Charles Frederick Worth, the resulting publicity contributing to his emergence as the first popularly-recognised 'fashion designer' during the late 1800s (Okonkwo 2007); Pringle (2004) notes the role of personalities as diverse as Jackie Kennedy-Onassis, Tupac Shakur and Liz Hurley in popularising fashion trends and brands throughout the 20 th Century; and 'celebrity-branded' clothing, accessory and fragrance lines proliferate today (Keel & Nataraajan 2012).…”

Section: Introductionmentioning

confidence: 99%

An Examination of Contemporary Celebrity Endorsement in Fashion

Wigley¹

2015

ijcf

View full text Add to dashboard Cite

This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.

show abstract

Fashion influencers on Instagram: Determinants and impact of opinion leadership on female millennial followers

Jegham

Bouzaabia

2022

J of Consumer Behaviour

View full text Add to dashboard Cite

In the fashion industry, the effectiveness of influencer marketing, known as “opinion leaders,” via Instagram remains little known to brand managers and scholars despite the frequent use of such a communication strategy by companies in recent years. Likewise, to the best of our knowledge, no study has jointly addressed the determinants of opinion leadership, specifically source and content factors. This article aims to examine the determinants and impact of opinion leadership on Instagram female millennial followers' intention to adopt fashion recommendations. Data was taken from a survey carried out on 280 followers of a fashion Instagram account. Web‐administered questionnaires were used to collect the data, which was processed using an exploratory factor analysis and a structural equation modeling. The findings indicated that perceived credibility, psychological closeness to the influencer, and perceived originality of content affected respectively opinion leadership. Thus, opinion leadership affected positively consumer's intention to follow recommendations. Moreover, it turned out that perceived product‐influencer congruence had no moderating effect on the link between opinion leadership and the followers' intention to follow recommendations. Then, this study contributes to a better understanding of the determinants of opinion leadership and the impact of opinion leaders on promoting fashion products.

show abstract

Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement

Cited by 127 publications

References 56 publications

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

The Synergy in Green Persuasion, Green Celebrity Endorsers in Green Advertising: A Study of Brand - Endorser Congruence Effects in Green Advertising

An Examination of Contemporary Celebrity Endorsement in Fashion

Fashion influencers on Instagram: Determinants and impact of opinion leadership on female millennial followers

Contact Info

Product

Resources

About