Wither the Impact of Celebrity Endorsement

Freeman, Karen Sabina; Chen, Cathy C.

doi:10.30935/ojcmt/5684

Cited by 7 publications

(2 citation statements)

References 33 publications

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“…It is an essential aspect of celebrity endorsement (Nyamakanga, Ford, & Viljoen, 2019), and it is REGE 30,4 associated to the endorser's physical appearance and attractiveness (Erdogan, 1999), personality, likeability and similarity to target audience (Nyamakanga et al, 2019). Attractiveness reflects the characteristics of physical attractiveness (Freeman & Chen, 2015), similarity to target audience in terms of demography, and personality traits (Jackson & Darrow, 2005). Respect to a celebrity highlights the celebrity's outstanding performance, appealing attributes and public admiration toward them (Brown & Marshall, 2006).…”

Section: H1 Celebrity Credibility Is Related To Patronage Of Locally ...mentioning

confidence: 99%

Celebrity endorsement in African context: TEARS model approach

Oteh,

Oloveze,

Emeruem

et al. 2023

REGE

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PurposePatronage of local footwear have not been encouraging in Nigeria despite recent investments. The purpose of the study is to evaluate celebrity endorsement and customer patronage of small and medium-scale enterprises (SMEs) products in African context, with focus on trustworthiness, expertise, attractiveness, respect and similarity (TEARS) model.Design/methodology/approachThe research was designed as a descriptive survey. An online structured questionnaire was applied for data collection. Cronbach Alpha and content validity were used for reliability and validity, respectively. TEARS model was used to ascertain key dimensions, and Pearson correlation coefficient and logistic regression were applied into the analysis.FindingsThe findings reveal that celebrity endorsement is not associated with patronage of local footwears, though TEARS model analysis indicates the direction of consumers rating on celebrity endorsement. Factors such as recommendation and quality impact the consumer willingness to buy local footwear.Research limitations/implicationsThe small sample size calls for caution in generalization.Practical implicationsThe study suggests that although the TEARs model is viable, all the dimensions are mutually exclusive. However, this depends on the characteristics of the brand. In driving patronage, managers must pay attention to personal and non-personal cues such as price, quality and source of information about their brand.Originality/valueThe originality is buttressed from the value it provides for local product production and patronage. The significant factors are indicated as key to addressing low patronage.

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Section: H1 Celebrity Credibility Is Related To Patronage Of Locally ...mentioning

confidence: 99%

Celebrity endorsement in African context: TEARS model approach

Oteh,

Oloveze,

Emeruem

et al. 2023

REGE

View full text Add to dashboard Cite

show abstract

“…Advertisers often use celebrities as endorsers to make their campaigns more convincing and attract more customers (Freeman, 2015). The goal of marketers is usually to make customers feel better about the featured brand and make them more likely to buy the featured products Erfgen C., 2016); when only one famous person is used to promote a brand or product in an ad, this is called a "SCE."…”

Section: Single and Multiple Celebrity Endorsementsmentioning

confidence: 99%

From Endorsers to Endorsed: Examining the Role of Celebrity Endorsements on Attitudes and Purchase Intention

Bogollu,

Saravanan

2023

J. Professional Business Review

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Purpose: The purpose of this study is to investigate the impact of number of endorsers on consumers' attitudes regarding advertisements and brands, as well as their decisions to make purchases. Theoretical framework: This article examines the literature from a broad perspective, identifying the gap between the effectiveness of celebrity-endorsed commercials. To narrate the wide range of celebrity endorsements used in actual advertising campaigns, a holistic theory-inclusive framework is required. Design/methodology/approach: Survey method has been utilized to analyze the hypothesis and objective of the research. A total of 260 samples were received through various online sources using google forms. The data in this study was investigated using SPSS version 20.0 and Smart-PLS version 3.0. Findings: The findings indicated that there is no direct relationship between the endorsers and the intention to make a purchase; however, attitudes toward ads, attitudes towards brands, and purchase intentions have a positive relationship with a single celebrity endorsement, attitude towards advertisement and purchase intention have a positive relationship with both single and multiple celebrity endorsement. Research, Practical & Social implications: The study focused upon the effective form of celebrity endorsement which has a wider impact in future scope. Originality/value: This article builds value on the articles and past research works that gives a brief explanation on the effective form of celebrity endorsement which has a wider impact in future scope.

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Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

Gauns

Pillai

Kamat

et al. 2017

IIM Kozhikode Society & Management Review

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Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

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Wither the Impact of Celebrity Endorsement

Cited by 7 publications

References 33 publications

Celebrity endorsement in African context: TEARS model approach

Celebrity endorsement in African context: TEARS model approach

From Endorsers to Endorsed: Examining the Role of Celebrity Endorsements on Attitudes and Purchase Intention

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

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