Commentary: Celebrity Endorsers: Do You Get What You Pay
for?

Walker, Mary; Langmeyer, Lynn; Langmeyer, Daniel

doi:10.1108/eum0000000002531

Cited by 38 publications

(14 citation statements)

References 1 publication

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“…In the digital age, celebrity endorsements are vastly used in social media advertisements to promote brand image and purchase intention of a particular product or service. Celebrities that are perceived to be trustworthy by consumers (Atkin & Block, 1983), positively influences an organization"s brand image (Walker, Langmeyer & Langmeyer, 1992) and has a positive correlation with customer purchasing intention (Yoon, Kim & Kim, 1998). Hence, a celebrity endorsement in social media was employed as a variable in this research study and have been proven to have a significant relationship with brand image.…”

Section: Resultsmentioning

confidence: 99%

“…Celebrity endorsements allows advertises differentiate an organization from competitors and attract attention (Kaikati, 1987). Celebrities are perceived to be trustworthy by consumers (Atkin & Block, 1983), positively influences an organization"s brand image (Walker, Langmeyer & Langmeyer, 1992) and has a positive correlation with customer purchasing intention (Yoon, Kim & Kim, 1998).…”

Section: Research Frameworkmentioning

confidence: 99%

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The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

Ahmad¹,

Idris²,

Mason³

et al. 2019

IJFR

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Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

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Section: Resultsmentioning

confidence: 99%

Section: Research Frameworkmentioning

confidence: 99%

The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

Ahmad¹,

Idris²,

Mason³

et al. 2019

IJFR

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“…Kamins and Gupta (1994) report that increased product/celebrity congruence triggers higher believability and a more favorable brand attitude. A lack of such congruence may diminish brand attitudes (Walker et al, 1992). Finally, the fit notion also extends to congruence between the product and the placement vehicle (Freeman, 2000).…”

Section: Relationships Among Fit Between the Actor And Placed Brand mentioning

confidence: 99%

Modeling attitude constructs in movie product placements

Balasubramanian

Patwardhan

Pillai

et al. 2014

Journal of Product &Amp; Brand Management

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Access to this document was granted through an Emerald subscription provided by emerald-srm:198285 [] For AuthorsIf you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to propose and test a conceptual framework of attitudinal constructs that influence attitude toward the brand in movie product placements. Advertising literature is replete with studies on factors that influence attitude toward the brand (A b ). However, this topic remains under-explored for product placements. Design/methodology/approach -Our framework showcases several theories to relate attitude and fit constructs to attitudes toward the product placement and attitude toward the brand. We use the structural equation model approach to estimate the conceptual framework. Findings -Several attitudinal movie constructs (attitude toward the actor, the character and the movie) influence attitude toward the product placement, which in turn mediates the relationship between the former attitudinal constructs and attitude toward the brand. Interestingly, only the fit between the actor and placed brand impacted attitude toward the product placement, with no effects found for the fit between the character and the fit between the movie and brand and the attitude toward the product placement. Research limitations/implications -We focus on explicit attitudes; implicit attitudes need future research attention. Practical implications -Findings affirm a key role for the actor featured in the placement in directly or indirectly shaping the attitude toward the brand. Originality/value -This is the first study to apply the structural equation modeling approach to this research area.

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“…Different researchers have used different terms to describe spokesperson-product fit such as appropriateness (Misra & Beatty, 1990), relevance (Miciak & Shanklin, 1994), consistency (Walker, Langmeyer, & Langmeyer, 1992), fittingness (Kanungo & Pang, 1973), congruence (Kamins, 1990;Lynch & Schuler, 1994) and belongingness (Till & Busler, 2000). These can be divided into two categories; relevancy between an endorser -product and schema -based expectancy of the endorsement (Fleck & Quester, 2007).…”

Section: Incongruent Advertisementsmentioning

confidence: 99%

“…Related celebrities would usually be either using that product or would be an expert on that product by virtue of being in a particular field. For example, Tiger Woods is considered a right match for Nike shoes and Frieda Pinto for L'oreal Paris cosmetics but Madonna may not be considered such a good match for a VCR (Walker, Langmeyer, & Langmeyer, 1993).…”

Section: Introductionmentioning

confidence: 99%

Role of Incongruent Product Endorsement on the Celebrity Image

Srivastava¹,

Arora²

2014

IJBM

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Celebrity endorsing products for promotion is a popular advertising strategy. As the cost of getting a celebrity for promotion is substantially high, selecting the right celebrity is of great concern to advertisers. Extant literature generally indicates numerous benefits from employing celebrity endorsement and has proposed quite a few mechanisms to explain the effectiveness of the celebrity endorsement. In spite of a great deal of research that has tried to theorize the celebrity endorsement process, little is known about the criteria for choosing the right celebrity to endorse a particular product. A right celebrity endorser enhances the attitude towards the advertisements and endorsed products, but an incorrect endorser may have a negative impact. Not only the consumers' attitude towards the advertisement and the endorsed product may go down, it may also impact the celebrity endorser too. The purpose of this study is to explore whether the celebrity endorser's image gets affected by the incongruence of the endorsed product. The study was carried out to examine the celebrity image dimension in the Indian context and celebrity/product mismatch effects. In the study a survey was done on the existing celebrity image scale to see its suitability in Indian context. Further the scale was used in the experiment where different level of incongruence was tested on male and female celebrity from movies and sports to examine the celebrity/ product incongruence effects. Results showed there is an effect of incongruent advertisement on the celebrities' image but not all celebrities are affected similarly. Different celebrities are treated differently by the consumers. Some celebrities actually get positively affected while some get affected negatively. The theory of cognitive dissonance has been used to explain this behavior. The interaction of the gender of the respondents with the gender of the celebrity was also found to be significant.

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Commentary: Celebrity Endorsers: Do You Get What You Pay for?

Cited by 38 publications

References 1 publication

The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

Modeling attitude constructs in movie product placements

Role of Incongruent Product Endorsement on the Celebrity Image

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