Communication using celebrities in the non-profit sector

Abstract

Nowadays celebrity endorsement has become a popular marketing technique in the non-profit sector. However, there is still a degree of light and shade as regards the determinants of the effectiveness of this communication strategy. Taking into account the significant lack of studies in this particular field, the current research presents a causal model with nine hypotheses, which analyse the sequence of relationships that cover from the background of celebrity credibility, to the determinants of the attitude towards adverts and the intention to collaborate. We surveyed 329 adults, who rated a fictitious ad with a celebrity without perceived experience in the non-profit area. As a result, it is observed that the celebrity's credibility depends on the fit perceived, the attribution of altruistic motivation, the celebrity image and the general attitude towards celebrity activism. Furthermore, it is found that a credible celebrity has a strong influence on the attitude towards the advert and, indirectly, on behavioural intentions.

Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework

“…Various studies have established the influence of a good endorser and product fit on important advertising effectiveness metrics, such as believability (Kamins & Gupta, ), perceived credibility (Del Mar Garcia de los Salmones, Dominguez, & Herrero, ), brand recall (Misra & Beatty, ), attitude toward the advertisement (Kamins, ), brand affect (Misra & Beatty, ), brand attitude (Kahle & Homer, ; Till & Busler, ) purchase intent (Till & Shimp, ), and audience's schema change (Lynch & Schuler, ). A poorly matched celebrity endorser, on the other hand, leads to ineffective ads regarding almost all constructs (Roozen & Claeys, ).…”

The Relationship Variables to Celebrity Endorsement and Brand Equity: A Comprehensive Review

“…According to Khatri (2006) celebrity endorsement is the utilization of the celebrity's names in the product or services advertisements, where celebrities may or may not be the experts. Though, the authors such as Boorstin (1961), McCracken (1989) and Khatri (2006) define celebrity endorsement, this study uses the McCracken (1989) definition, where this definition is adopted by many recent celebrity endorsement related studies (e.g., Hsu & McDonald, 2002;Banyte, Stonkiene, & Piligrimiene, 2011;Doss, 2011;Fleck, Korchia, & Le Roy, 2012;De Los Salmones, Dominguez, & Herrero, 2013). Ohanian (1990) indicates celebrity endorsement dimensions are: (a) trustworthiness, (b) expertise and (c) attractiveness.…”

The relationship between celebrity endorsement and brand equity: What's happening on the social network?

“…Previous researches have emphasized that, along with awareness of the quality of the brand being promoted, there must be a match between the brand and the celebrity. The fit between the celebrity and the brand is the focus of several studies on the endorsement of celebrities (del Mar García de Los Salmones, Dominguez, & Herrero, 2013;Fleck, Korchia, & Le Roy, 2012;Kahle & Homer, 1985). This issue has also garnered much attention in recent studies of the brand (Bergkvist, Hjalmarson, & Mägi, 2016).…”