Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

McCracken, Grant

doi:10.1086/209217

Cited by 2,280 publications

(2,073 citation statements)

References 26 publications

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“…McCracken (1989) defines celebrity endorsement as 'any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement'.…”

Section: Celebrity Endorsementmentioning

confidence: 99%

“…Source credibility model includes two sub dimensions that are expertise and trustworthiness (De Los Salmones, Dominguez & Herrero, 2013;Dholakia & Stemthal, 1977;Goldsmith, Lafferty & Newell, 2000;Hovland, Irving & Harold, 1953;Kelman & Hovland, 1953;Ohanian, 1991;Ratneshwar & Chaiken, 1991;Solomon, 1996). Nevertheless, the source attractiveness model includes four sub dimensions are endorser's familiarity, likability, similarity and attractiveness to the respondent (e.g., McCracken, 1989;McGuire, 1985;Ohanian, 1990). Further, both source credibility model and the attractiveness are used by Ohanian (1990) to define three sub dimensions (attractiveness, expertise and trustworthiness) of celebrity endorsement.…”

Section: Celebrity Endorsementmentioning

confidence: 99%

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Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy¹

2018

IJBM

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This study aims to assess the degree of celebrity endorsement and brand credibility in the carbonated soft drink industry in Sri Lanka. Questionnaires were used to collect the data from youth educated consumers of Sri Lankan Universities. Unidimensionality, reliability and validity assessments were performed to confirm scale reliability and validity, whereas one sample t-test was conducted to test hypotheses using 338 responses. The results revealed that the degree of celebrity endorsement and brand credibility were at low levels in the carbonated soft drink industry in Sri Lanka, especially among youth educated consumers. The findings of this empirical study can be effectively utilized by marketing managers in the carbonated soft drink industry in Sri Lanka, in their effort to develop and implement successful and strong celebrity endorsement and brand credibility related strategies.

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Section: Celebrity Endorsementmentioning

confidence: 99%

Section: Celebrity Endorsementmentioning

confidence: 99%

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Thusyanthy¹

2018

IJBM

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“…The leveraging of endorsement by the use of celebrity is celebrity endorsement, with a hope that this will enhance product's likability among public to the large extend (Seno and Lukas, 2007). Simultaneously a celebrity endorser is a renowned person among the public and make use of his recognition to endorse the product in an advertisement (Dean and Biswas, 2001;MarketWatch, 2006;McCracken, 1989). The research in the area of celebrity marketing endorses that consumers make sense in celebrity images and keenly discover personal, social and cultural meaning in these entities (Muniz et al, 2014).…”

Section: Celebrity Endorsementmentioning

confidence: 99%

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Kulshreshtha

Bajpai

Tripathi

2017

IJBFMI

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Abstract:The second highest population of consumers with different wants and preferences, India is a place where MNCs have ample opportunities to cater variety of products. The purpose of this paper is to examine the Indian consumers' decision making regarding consumer durable goods i.e., split air-conditioner on the basis of several factors like brand equity, price, advertisement type, celebrity, country-of-origin under multi cue situation. In this study, firstly the evaluation is made about the impact of perceived difference among brand equity, price, advertisement, celebrity endorsement and country of origin on product preference. Secondly the relative importance of these attributes is being determined using part-worth analysis. Five relevant research questions were framed and tested. An orthogonal design was used to develop different product profiles which respondents could evaluate.

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“…Studies suggest that laughter is associated to aspects of liking (Reinhard and Messner, 2009;Reysen, 2005). Moreover, in the context of celebrity endorsements, research suggests using celebrities is a way for firms to induce likeability, aiming to create positive associations with a firm's services, and that such a front figure would capture the customers' attention and create brand loyalty (McCracken, 1989).…”

Section: Brand Likeabilitymentioning

confidence: 99%

Five areas to advance branding theory and practice

Melewar¹,

Nguyen

2014

J Brand Manag

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Copyright and moral rights to this thesis/research project are retained by the author and/or other copyright owners. The work is supplied on the understanding that any use for commercial gain is strictly forbidden. A copy may be downloaded for personal, non-commercial, research or study without prior permission and without charge. Any use of the thesis/research project for private study or research must be properly acknowledged with reference to the work's full bibliographic details.This thesis/research project may not be reproduced in any format or medium, or extensive quotations taken from it, or its content changed in any way, without first obtaining permission in writing from the copyright holder(s).If you believe that any material held in the repository infringes copyright law, please contact the Repository Team at Middlesex University via the following email address:eprints@mdx.ac.ukThe item will be removed from the repository while any claim is being investigated. In this commentary, we aim to put forward suggestions and ideas for further research in brand management; ideas, which we believe will have an impact on the way branding is researched and practiced by both academics and practitioners alike. We will focus on the future of branding in the following areas, inspired by our own work in the field: (1) branding in higher education, (2) branding in Asia Pacific, (3) brand ambidexterity, (4) brand innovation on social media, and (5) brand likeability. Branding in Higher EducationAs evidenced by our recent special issue on branding in higher education in Journal of Business Research and several calls for book chapters by our colleagues, we believe that branding in higher education will continue to be more important, not just

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Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process

Cited by 2,280 publications

References 26 publications

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Celebrity Endorsement and Brand Credibility in the Carbonated Soft Drink Industry in Sri Lanka

Consumer preference for electronic consumer durable goods in India: a conjoint analysis approach

Five areas to advance branding theory and practice

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