Effects of celebrity endorsement on firms’ competition: from industrial organisation perspective

Wang, Chan; Chen, You-hua; Nie, Pu‐yan; Wang, X. Henry

doi:10.1080/1331677x.2019.1661002

Cited by 6 publications

(5 citation statements)

References 57 publications

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“…According to Winterich, Gangwar, & Grewal, (2018) evidences show that the effects of celebrity endorsements vary across countries and cultures. Modern product endorsements can come with contracts worth substantial amounts of money (Wang, Chen, Nie & Wang, 2019). Given the high costs involved in hiring celebrity endorsers, it is imperative for marketing and advertising managers to establish a link between endorser qualities and endorsed brand equity to justify the funds allocated to celebrity advertising (Dwivedi, Johnson and McDonald 2015).…”

Section: Celebrity Endorsementmentioning

confidence: 99%

“…Many sport stars agree to participate in product endorsement campaigns with the understanding that the company will compensate them for the trouble; some stars donate the proceeds to charities they support, using product endorsement as a public relations campaign (Wang, Chen, Nie & Wang, 2019). Expenditures on celebrity endorsements are no exception.…”

Section: Celebrity Endorsementmentioning

confidence: 99%

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Celebrity Endorsement: Television Advertisements and Sports Gambling Behaviour among University Students in Kenya

Oduor

Mberia

Ndavula

2023

IJCPR

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Purpose: To establish the influence of Television’s celebrity endorsement advertisement technique on sports gambling behaviour among the university students in Kenya. Methodology: This study employed mixed method design. In this case, convergent parallel mixed methods design was employed to evaluate the effects of Television’s celebrity endorsement advertisements on sports gambling behaviour among the university students in Nairobi County, Kenya. Both quantitative and qualitative data were collected at the same time after which the findings were integrated with an aim of generating overall results. Descriptive survey strategy was also used in the study. The quantitative data was analysed using descriptive and inferential statistics. Diagnostic test was first done to ascertain if the data used were normally distributed. As for this case, the following tests were conducted; skewness and kurtosis, histogram and normality plot curve, Kolmogorov Smirnov and Sharpiro Wilk test and Q-Q plot. Other tests included outlier test, collinearity diagnostics, correlation analysis, multicollinearity, autocorrelation, heteroscedasticity/ homoscedasticity and linearity test. The relationship between the variables was determined using a regression model. Findings: This study found out that there was a significant relationship between Celebrity endorsement and sports gambling behaviour among the university students in Nairobi County. In summary, technique of celebrity endorsement in television’s gambling advertisements had a positive influence in gambling activities among university students in Nairobi County. Unique Contribution to Theory, Practice and Policy: The study was embedded on the theory of planned behaviour. The core assumption of the theory is that there is a connection between beliefs and behaviour. In this case, the intention for a behaviour intent is influenced by three issues namely; assessment of the behaviour, apparent social pressure to perform or ignore a behaviour and the perceived degree of personal privilege concerning the behaviour (Dawkins and Frass, 2005). On its contribution to practice, the study calls on the universities to come up with proper sensitization programs to prevent the students from addictive gambling. The study further recommends that proper policy should be put in place by advertisers to provide clear messages on the dangers associated with addictive sports gambling. The overall findings will help policy makers to formulate policies that will control betting activities in the country.

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Section: Celebrity Endorsementmentioning

confidence: 99%

Section: Celebrity Endorsementmentioning

confidence: 99%

Celebrity Endorsement: Television Advertisements and Sports Gambling Behaviour among University Students in Kenya

Oduor

Mberia

Ndavula

2023

IJCPR

View full text Add to dashboard Cite

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“…This marketing technique is used to attract the attention of children in particular (as they have a very short attention span) through various types of catchy sound effects, loud music and VFX (Chan Wang 2019).…”

Section: Audiovisual Attention -Getting Elementsmentioning

confidence: 99%

“…It is one of the most frequently used marketing techniques, because celebrities have a large number of fans and their display on the product creates a feeling of familiarity and trust, which leads to purchase. Studies which are based on management reveal that celebrity endorsement promotes loyalty, purchase willingness and consumption promoting effects, which are the direct influence of endorsement (Chan Wang 2019).…”

Section: Audiovisual Attention -Getting Elementsmentioning

confidence: 99%

The Influence of Advertising on Children´s Buying Behaviour: A Case Study in Slovakia

Hajduová¹,

Hutmanova²,

Jusko³

et al. 2021

Preprint

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Advertising is a very important tool in influencing the customer´s buying behaviour. However, customers tend to have various levels of understanding and decoding advertising messages. Even though children do not have purchasing power themselves, they still create a key customer segment that can influence the purchase decision of the whole family. The paper focuses on how media usage by children and their attitudes towards advertisements determines their buying behavior. We analyze the development of their advertising literacy and the most important predictors of this development. The empirical study was carried out by designing a questionnaire which was filled by Slovak children between the age of 11 and 15. We evaluated the impact of advertising and the degree of influence of the selected types of advertising media on children's consumer behavior. We also evaluated the degree of the disruptive effect of the selected types of advertising media on children and the perception of a selected medium within gender. We identified the most and the least influential type of media and we found out that there is no significant difference within gender in the case of advertising media perception by children. According to the results, we can state that children´s buying behaviour is mostly influenced by advertising on social media platforms. Therefore, the study recommends for marketers also take into account children as consumers when they employ an advertising strategy on social media.

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“…Thus, their display on the product creates a feeling of familiarity and trust, which leads to purchase. Studies resting on management reveal that celebrity endorsement promotes loyalty, purchase willingness, and consumption encouraging effects, which directly influence endorsement (Wang et al, 2019). Premium products: Toys or products offered for free and the purchased product are mainly used to entice children to buy them.…”

mentioning

confidence: 99%

The influence of advertising on children's buying behaviour: a case study in Slovakia

Hajduová

Hutmanova

Jusko

et al. 2021

MMI

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Advertising is an essential tool in influencing the customer's buying behavior. However, customers tend to have various levels of understanding and decoding advertising messages. Even though children do not have purchasing power themselves, they still create a key customer segment that can influence the purchase decision of the whole family. The paper focuses on how media usage by children and their attitudes towards advertisements determines their buying behavior. The main purpose of the research is to present and describe how children's advertising literacy develops and its connection with the concept of the theory of mind. The relevance of the decision of this scientific problem is that according to several types of research, children are increasingly targeted through various advertising media. Even though their advertising literacy is not fully developed yet. However, nowadays, there is a growing importance of media in our lives and a need to socialize children as consumers because they represent a huge market for advertisers. An empirical study was carried out by designing a questionnaire filled by Slovak children between the ages of 11 and 15. The advertising impact and the degree of impact of the selected types of advertising media on children's consumer behavior were evaluated. The study involved the online method of computer-assisted web interviewing to investigate the influence of advertising media. The authors assessed the degree of the disruptive effect of the selected advertising media on children and the perception of a chosen medium within gender. The most and the least influential type of media were identified. The findings showed no significant difference within gender in the case of advertising media perception by children. The research empirically confirmed and theoretically proved commercial messages aimed at children through different kinds of traditional and electronic media. According to the results, children's buying behavior is mostly influenced by advertising on social media platforms. This type of media mostly integrates sponsored content which has a huge influence on decision making and forming future preferences. The research results can be helpful for further research of commercial messages of social media aimed at children and how those messages affect the whole family and children's future preferences.

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Effects of celebrity endorsement on firms’ competition: from industrial organisation perspective

Cited by 6 publications

References 57 publications

Celebrity Endorsement: Television Advertisements and Sports Gambling Behaviour among University Students in Kenya

Celebrity Endorsement: Television Advertisements and Sports Gambling Behaviour among University Students in Kenya

The Influence of Advertising on Children´s Buying Behaviour: A Case Study in Slovakia

The influence of advertising on children's buying behaviour: a case study in Slovakia

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