Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions

McCormick, Karla

doi:10.1016/j.jretconser.2016.05.012

Cited by 267 publications

(231 citation statements)

References 28 publications

Supporting

Mentioning

194

Contrasting

Unclassified

Order By: Relevance

“…I won't associate product qualities to the endorsers because they are paid to advertise. (Interviewee IR5) These contributions are in line with the extensive literature that explores celebrity endorsement in advertising: post-endorsement brand attitude, perception of quality, and purchase intention of brands (Bergkvist & Zhou, 2016), value transfer from the endorser to the products (Djafarova & Rushworth, 2017), idolization of celebrities (McCormick, 2016), and financial motivations in endorsement Rossiter & Smidts, 2012). Indeed, as mentioned in these pages, although some participants in this study believe that endorsers are mainly motivated by financial incentives offered by the companies, consumers still could associate quality aspects of endorsed perfume to the celebrity.…”

Section: Resultsmentioning

confidence: 55%

“…Celebrities' images are ubiquitous and consumers are overwhelmed with them endlessly (McCormick, 2016). A celebrity endorser who is defined as a recognizable person contracted to advertise for a product or brand, have been used by companies to improve a brand's appeal (McCracken, 1989).…”

Section: Celebrity and Endorsementmentioning

confidence: 99%

“…In fact, Biswas, Biswas, and Das (2006) state that creating more believable advertisements while making a more effective advertisement communication is a reason why companies employ celebrities as endorsers. Consistently, impacts on consumers' attitudes, attention and consequently their purchase intentions are the factors celebrities are deemed to exert once hired by a company (McCormick, 2016). Djafarova and Rushworth (2017) believe that unknown products could be transferred to well-known ones through endorsements by celebrities advertising such products.…”

Section: Celebrity and Endorsementmentioning

confidence: 99%

“…They also conclude that traditional celebrities are less powerful to impact these female consumers compared to nontraditional endorsers such as bloggers and YouTube personalities. McCormick (2016) suggests that idolization of celebrities is a common part of millennials identity development. Congruently, Djafarova & Rushworth (2017) infer that it is likely that individuals, in order to receive similar degree of positive feedback as of celebrities from other Instagaram users, mimic their favorite celebrities success and behavior.…”

Section: Celebrity and Endorsementmentioning

confidence: 99%

See 3 more Smart Citations

Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase

Mahdavi

Barbosa

Oliveira

et al. 2019

Management &Amp; Marketing. Challenges for the Knowledge Society

View full text Add to dashboard Cite

Literature has highlighted the challenges of selling experience (vs. search) products online. In addition, the role of celebrity endorsers in purchase intention and attitudes towards brands has been emphasized by scholars. This article argues that celebrities provide cues on products' sensorial characteristics that have been so far disregarded by extant literature. By choosing perfume as a complex experience product, twenty-seven participants from three countries were interviewed in order to find how endorsers could assist e-shoppers to identify fragrant characteristics in the absence of the real scent. The results of the qualitative content analysis reveal that endorsers' personality traits and lifestyle could act as predictor of the type of scent. Scent categorization based on such traits are presented. This article provides valuable contributions to both researchers and practitioners interested in online sales of experience goods. Limitations and avenues for future search are also provided.

show abstract

Section: Resultsmentioning

confidence: 55%

Section: Celebrity and Endorsementmentioning

confidence: 99%

Section: Celebrity and Endorsementmentioning

confidence: 99%

Section: Celebrity and Endorsementmentioning

confidence: 99%

See 2 more Smart Citations

Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase

Mahdavi

Barbosa

Oliveira

et al. 2019

Management &Amp; Marketing. Challenges for the Knowledge Society

View full text Add to dashboard Cite

show abstract

“…In today"s advertisement, having celebrity to endorse a product in order to attract consumers is common. McCormick (2016) stated that celebrity has unique position in advertisement because of their career and the attention that they get from media. Celebrity has ability to make people notice about what they promote.…”

Section: Introductionmentioning

confidence: 99%

The Comparison of Endorser Credibility and Corporate Credibility toward Consumers' Purchase Intension of Airlines Ticket

Febrina¹,

Sjabadhyni²

2018

Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017)

View full text Add to dashboard Cite

This study aims to find out the comparison of celebrity credibility and corporate credibility toward consumer"s purchase intention of airlines ticket. The design of this study 2x2 between subjects factorial design (high vs low endorser credibility and high vs low corporate credibility). Participants were 563 people from Millenial generation aged 21-34 years old. The results indicate that endorsement from celebrity with high credibility generated significantly greater purchase intention compared to endorsement from lowcredibility celebrity. Compared to company with low credibility, company with higher credibility also generated stronger purchase intention compared. There was no interaction effect between the credibility of endorser and corporate credibility on purchase intention. The implication of this study can be useful for marketer to give more attention about celebrity and corporate credibility in making an advertisement.

show abstract

The complex triad of congruence issues in influencer marketing

Mettenheim

Wiedmann

2021

J of Consumer Behaviour

View full text Add to dashboard Cite

Finding a fitting endorser has proven to be one of the most delicate and critical tasks of influencer marketing. This research explores the relevance of the congruency of the influencer personality with (1) brand personality and consumers' (2) actual/(3) ideal selves. Additionally, the (4) moderating role of involvement is considered, the impacts on post attitude/belief, brand trust and purchase intention are thereby studied. The novelty of this study lies in the integral examination of the types of congruencies and involvement in the context of influencer marketing as well as the consideration of their impact on the brand‐related variables. Based on an online survey with 547 participants analyzed by means of structural equation modeling in SmartPLS, partly counterintuitive findings were produced. When the involvement level rises, congruence with consumers' actual selves becomes more important. Under low‐involvement conditions, practitioners should pay more attention to influencers' fit with consumers' ideal selves. An adequate fit between brand and endorser is paramount and becomes even more important under high‐involvement conditions. Overall, this study reveals that the three types of congruency and involvement interact in a very unique way in the context of influencer marketing.

show abstract

Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions

Cited by 267 publications

References 28 publications

Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase

Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase

The Comparison of Endorser Credibility and Corporate Credibility toward Consumers' Purchase Intension of Airlines Ticket

The complex triad of congruence issues in influencer marketing

Contact Info

Product

Resources

About