Does Sport Celebrity Advocacy Work? Testing the Potential for Endorsements to Backfire

Dunn, Stephanie G. Schartel; Nisbett, Gwendelyn S.

doi:10.1080/15456870.2017.1324193

Cited by 8 publications

(4 citation statements)

References 32 publications

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“…Studies have demonstrated the role credibility attributes to participation in consumer behaviors advocated by the celebrity endorsement (Ohanian, 1991). Perceived similarity has a similar effect (Schartel Dunn & Nisbett, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Similarity makes them more effective at persuading their audiences. The more similar an audience perceives the source to be, the more likely the audience members will be persuaded by that non-traditional source (Schartel Dunn & Nisbett, 2017). Aside from geographic or community identity, characteristics such as age, race, and sex also contribute to perceived similarity.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Positive attitudes toward celebrity credibility increase the usefulness of endorsements (Fleck et al, 2012; McCracken, 1989; Ohanian, 1991). Early endorsement research focused on celebrity credibility and product recall (Kahle & Homer, 1985), later research started examining the message processing of celebrity appeals (Fleck et al, 2012), and has evolved into perceptions of attitudes advocated by celebrities (Schartel Dunn & Nisbett, 2017). Previous research demonstrates an individual’s positive associations with a celebrity spokesperson are directly linked with positive associations tied to the message or product advocated by that celebrity.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Reactance has been limitedly studied in terms of celebrity marketing influence. Schartel Dunn and Nisbett (2017) examined the potential for explicitly political messages to backfire and demonstrated the impact of identification and parasocial interaction (the perception of having a quasi-relationship with a celebrity or public figure) on celebrity endorsement influence. This study gives some initial evidence to suggest that identification is a benefit audiences are looking for that has the potential to influence future behaviors.…”

Section: Psychological Reactancementioning

confidence: 99%

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If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages

Dunn

Nisbett

2020

Social Marketing Quarterly

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Background: Increasingly, celebrities are used as spokespeople for nearly all types of marketing. Endorsements can build positive celebrity-brand associations, resulting in favorable brand, product, or issue knowledge. Focus of the Article: This project examines the impact of celebrity influence in social marketing campaigns. Source and receiver characteristics are used to explore how people react to such persuasive messages from celebrities and how those reactions influence behavior. Research Question: Do race (RQ1) and gender (RQ2) of celebrity influence perceptions of (a) credibility, (b) similarity, and (c) heuristic evaluation? How do these factors influence message evaluation (RQ3)? Perceptions of (a) source credibility and (b) similarity as well as (c) heuristic evaluations will increase positive message evaluations (H1). Such positive message evaluations will increase behavioral intentions (H4). Level of (a) perceived source credibility, (b) perceived similarity, and (c) heuristic evaluation of a message is negatively related to message reactance (H2). The level of psychological reactance to a message source is negatively related to behavioral intent related to the message topic (H3). Importance to the Social Marketing Field: The objective of this study is to better understand how characteristics of celebrities, perceptions of the celebrities, and psychological barriers impact intended behavior change attributed to a social marketing message. Because social marketing seeks behavior change as part of an exchange with the targeted audiences, this study contributes a basic understanding of how attributes of the speaker impact social marketing effectiveness. Methods: An experiment was conducted ( N = 798) comparing how persuasive messages from celebrities of different genders and races are perceived. Results: Results indicate that there are significant differences in how persuasive messages from female celebrities are received as compared to messages from male celebrities. Further, race was shown to play a role in feelings of psychological reactance in response to the persuasive messages. Recommendations for Research of Practice: Results suggests marketers should seek out celebrity spokespeople who have the ability to be well-liked by members of the targeted market. The desire to identify with the message source can be a significant enough benefit to inspire behavior change. Having a spokesperson the audience wants to align themselves with is positively correlated with behavioral intentions.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Psychological Reactancementioning

confidence: 99%

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If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages

Dunn

Nisbett

2020

Social Marketing Quarterly

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Political campaigns in South Africa: Does celebrity endorsement influence the intention to vote?

Madinga

Maziriri

Mototo

et al. 2020

Journal of Public Affairs

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From presidential campaigns to social awareness campaigns, celebrities have gradually become central fixtures in modern politics. They tend to be information platforms for candidates and parties they either clearly support or officially endorse. South African political parties raised eyebrows when they rallied the country's popular celebrities to publicly endorse them. Political parties spend a significant amount of money on celebrity endorsements as it is believed that celebrities can leverage “secondary brand associations”. This leads to the question: does the increased use of celebrity endorsements in political campaigns influence the intention to vote? The aim of this study is to investigate the influence of celebrity political endorsement on intentions to vote. Employing a quantitative research design, 227 respondents were surveyed using a structured questionnaire. The findings show that endorser credibility has a positive significant relationship with political party credibility and voters' intentions. The relationship between political party credibility and voters' intentions is also positive and significant. This study provides managerial implications, limitations and future research.

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Examining the influence of source factors and content characteristics of influencers' post on consumer engagement and purchase intention: A moderated analysis

Sardar,

Tata,

Sarkar

2024

Journal of Retailing and Consumer Services

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Does Sport Celebrity Advocacy Work? Testing the Potential for Endorsements to Backfire

Cited by 8 publications

References 32 publications

If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages

If Childish Gambino Cares, I Care: Celebrity Endorsements and Psychological Reactance to Social Marketing Messages

Political campaigns in South Africa: Does celebrity endorsement influence the intention to vote?

Examining the influence of source factors and content characteristics of influencers' post on consumer engagement and purchase intention: A moderated analysis

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