Delineating the role of endorser's perceived qualities and consumer characteristics on celebrity endorsement effectiveness

Abstract

This study examines the influence of both endorser's credibility qualities, such as expertise and trustworthiness, and consumers' characteristics, such as gender and team identification, on endorsement effectiveness expressed as purchase intentions. A survey quasi-experimental research design was used in the context of sports celebrity endorsements. Data were collected from 289 respondents via a convenience sample. The findings indicated gender differences only on team identification and not on endorsers' perceived qualities or on endorsement effectiveness. Team identification differences had a significant impact on purchase intentions while marginally affected athletes' credibility. Of the two examined elements of credibility, trustworthiness constitutes a significant differentiation factor for purchase intentions. The study provides several theoretical and practical implications.

The Impact of Perceived Effectiveness of Celebrity Endorsement on Perceived Brand Personality

“…Meanwhile, studies found in Sri Lankan contexts, namely Dissanayake [7] and Dissanayake and Ismail [2] Wanninayake and Dissanayake [28] and Weerasiri and Wanninayake [12] have also used the term "effectiveness of celebrity endorsement" to refer the outcome of the endorsement resulted through managementbased and source-based factors. This is in line with the empirical justifications made by Amos et al [9], Atkin and Block [10], Tzoumaka et al [11]. As per the propositions mentioned by Seno and Lukas [8], perceived effectiveness could be proposed as mechanism of both management-based and source-based factors.…”

“…Those studies have validated the notion of examining effectiveness of celebrity endorsement towards the endorsed brand as a needful in addressing to research gaps in Sri Lankan context. Meanwhile, Becerra and Badrinarayanan [13], Doss and Carstens [14], Tzoumaka et al [11] and Dissanayake [7] have referred brand-relationship behaviors as a notable concept to be examined with the effectiveness of celebrity endorsement. Further, Aaker [15] referred that brand personality as a concept of brand related property which is perceived to consumers.…”

“…It reflects celebrity effectiveness as a function of both celebrity characteristics-related factors claimed as source-based factors, and the celebrity managements-related factors. Accordingly, the notion of effectiveness of celebrity endorsement has been said in many studies to refer the influence made by source-based and managementbased factors [9][10][11][12]. The notion of brand relationship behavior has been referred in many studies to examine the impact of perceived effectiveness of celebrity endorsement towards endorsed brand with reference to different market contexts and product contexts [5,11].…”

“…Accordingly, the notion of effectiveness of celebrity endorsement has been said in many studies to refer the influence made by source-based and managementbased factors [9][10][11][12]. The notion of brand relationship behavior has been referred in many studies to examine the impact of perceived effectiveness of celebrity endorsement towards endorsed brand with reference to different market contexts and product contexts [5,11]. Sri Lanka is noted as a significant context to examine how celebrity endorsement influences to perceived brand evaluation depending on industry significance and empirical gaps proposed by recently held studies Dissanayake [7], Dissanayake and Ismail [2], Sri Lanka Celebrity Index Report [1][2][3][4][5][6][7][8][9][10][11][12].…”

Influence of Celebrity Worship Motives on Perceived Brand Evaluation of Endorsed-Brand

“…Celebrity endorsement has been reported as a significant commercial practice across the world depending on its commercial impact in terms of practice intensity, cost and the strategic effect made on endorsed brands (Ding, Molchanov & Stork ,2010;Dissanayake& Ismail,2015;Elberse & Verleun, 2012;Hung, 2014;Shimp, 2003;Tzoumaka, Tsiotsou, & Siomkos, 2014).The economic impact of celebrity endorsement practices has been justified with media branding contexts (Elberse & Verleun,2012) whilst the nature of celebrity endorsement has been claimed as a fastest growing advertising method as a popular branding strategy across different markets, including China (Hung,Tse & Cheng, 2011). Meanwhile, India is noted an economy that practices wider range of celebrity endorsement strategies for branding (Suprio & Kumar, 2012), and USA is also a significant context in this regard (Plank, 2012).…”