Their assets, as in the case of product brands, can be built through recognition and remembrance, positive associations, perceived quality in the relationship and loyalty level generated by the relationship. An aspiring celebrity candidate in a musical reality show presents a set of characteristics that must somehow fit in with a certain musical style, which indicates their level of professionalism (Kahle and Homer, 1985). Knowing the influence that celebrities exert over consumers, companies are increasingly investing in their use in advertising, to persuade consumers (McNamara, 2009). (1995), “The economic worth of celebrity endorsers: an event study analysis”, Academic Research Library, Vol. The stimulus was presented and spectators assessed the candidate through a series of questions, using the same scales as previous studies. 1, pp. The purpose of Study 1 is to analyze whether the effect of celebrity endorsement also occurs in the evaluation of an aspiring new celebrity, as it does with tangible products. Respondents evaluated the candidate using a Likert scale ranging from 1 (Completely Disagree) to 7 (Strongly Agree) points. Celebrity Endorsement And Its Impact On Sales: A Research Analysis Carried Out In India. No difference can be observed, either on intention to consume his music [MSam Alves+Celebrity Overexposed = 5.2 (1.5) and MSam Alves+Celebrity Not Overexposed = 5.6 (1.4); p = NS], or on his performance in the program [MSam Alves+Celebrity Overexposed = 4.6 (1.7) and MSam Alves+Celebrity Not Overexposed = 4.8 (1.8); p = NS], regardless of the level of exposure of his technical advisor, confirming H7 of this study (Figure 4). Choi, S.M. 740-759. Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. 3, pp. The final sample of this study was 176 spectators. For data analysis, we used ANOVA and ANCOVA. 273-285. 29 No. the celebrity endorser (Fleck et al., 2012). Demographic data from the respondents were collected. In addition to verifying the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. Celebrity choice should be guided by the congruence that he or she has with the product endorsed. JAR is published four times a year for the Advertising Research Foundation by WARC. and Lehmann, D.R. and Royne, M.B. Abstract. In a reality show, candidates are aspiring celebrities and are also building their images and their brands (Keel and Nataraajan, 2012), some with more ownership and competence than others. Published in RAUSP Management Journal. Similarly, a new product launched on the market with the endorsement of a celebrity with credibility in the area can also improve its reception. The Cost of A Celebrity Endorsement Episode 26 1/15/2021 | PromoJournal Contributor, Flashback Tracks Flashback Tracks is a collection of audio clips from … In addition to this positive assessment, such an endorsement makes these consumers more likely to show loyalty to the brand or product. New social media platforms such as Facebook, Instagram and Twitter, as well as reality television programming, are reaching a worldwide audience. The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed. Several factors are considered when choosing a celebrity endorser or brand sponsor, when attempting to establish a campaign for the brand: fame – wide recognition by consumers or by specific groups; adjustment – combination or match between brand attributes and celebrity attributes regarding consumer perceptions; financial features – costs and returns from the use of celebrities as endorsers; and. 193-201. Celebrities have been used to positively influence consumer behavior toward a product (Tripp et al., 1994), and advertising campaigns create a link between the product and the celebrity, causing a transfer of meaning that can either be positive or negative to the product (Till and Shimp, 1998). 1, pp. 3, pp. The effect of the endorsement still exists, but to a lesser extent and with less influence from the endorsing figure. The purpose of Study 3 was to analyze whether different celebrity congruence levels also affect the evaluation of an aspiring new celebrity. Celebrity Endorsement: A Literature Review. In recent years, it has been normal in the USA for program participants to top iTunes download charts, demonstrating this potential. Huston, C.R., D’ouville, E. and Willis, T.H. 639-650. The result of this study showed that celebrity endorsement would not directly affect purchase intention, though celebrity endorsement can enhance brand attitude and brand credibility which in turn increase purchase intention.This study only focused on apparel products. Various companies are signing deals with celebrities in the hope that by using celebrities they can accomplish a unique and relevant position in the minds of the consumers. Bergkvist, L. and Zhou, K.Q. Hoeffler, S. and Keller, K.L. 8 No. However, it is important to notice that when the aspiring new celebrity is successful in rapidly developing a strong image for the audience, this has the same effect as a strong brand, thereby moderating the negative effect of an endorsement by an overexposed celebrity. 642-663. Thomson, M. (2006), “Human brands: investigating antecedents to consumer’s strong attachments to celebrities”, Journal of Marketing, Vol. 4, pp. Concerning the strong candidate (strong brand), there was no difference whether spectators perceived his advisor as a good or bad endorser. 59 No. The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement. Celebrities have been involved in endorsing various activities since the eighteenth century. The findings of this study are similar to those found by Silva et al. Misra, S. and Beatty, S.E. When you wish upon a star. Sherman, S. P. (1985, August 19). Confirming H2 of this study, the weak candidate (weak brand) was better assessed on intention to consume her music when spectators positively evaluated the celebrity endorser (positive attitude toward celebrity) (Mwith Well Evaluated Celebrity = 5.6 (1.0) and Mwith Poorly Evaluated Celebrity = 4.3 (1.6); p < 0.01), as compared to her performance in the program (Mwith Well Evaluated Celebrity = 5.1 (1.5) Mwith Poorly Evaluated Celebrity = 3.4 (2.0); p < 0.01). Myrick, J.G. If brands can have human characteristics, it can be inferred that people can be brands and that these dimensions would be prominent. Regarding the strongest candidate, the evaluation was the same regardless of congruence with celebrity endorser. Along with the lack of studies noted by Knoll and Matthes (2017), there has been another global phenomenon related to endorsement and celebrity theory as a whole. Claudia Leitte, who was the technical advisor of both candidates, was used as the celebrity endorser. Recognized brands are considered superior and better evaluated than unrecognized brands or more poorly evaluated brands, with or without the use of celebrity endorsement (Silva et al., 2015). Views on the Business of Brands. The results of the study show that the weaker candidate was better evaluated when there was congruence between her and the celebrity endorser. We used the same scales as Study 1 for candidates’ assessment, and an adapted attitude scale (α = 0.986) to evaluate the celebrity. 4 No. What to do when celebrity endorsements go bad, It is a match: the impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness, Effects of endorser types in political endorsement advertising, Selecting celebrity endorsers: the practitioner’s perspective. As in Study 2, Sam Alves was chosen as the strong contender and Gabby Moura as the weak candidate. 104-119. 33 No. 2, pp. When choosing a celebrity to endorse another, it is necessary to emphasize the possible associations between them for the public, and constantly monitor the reputation of the celebrity vis-à-vis consumers and ensure that there is no overexposure of the celebrity, as the effect of the endorsement will be less effective if the same celebrity endorses several aspirants to a new celebrity. Rust, R., Lemon, K. and Zeithalml, V. (2004), “Return on marketing: using customer equity to focus marketing strategy”, Journal of Marketing, Vol. On Marketing Contributor. (2016), “Celebrity endorsements: a literature review and research agenda”, International Journal of Advertising, Vol. When the celebrity endorses only one product, the endorsement is evaluated more positively and respondents indicate a greater interest in buying the product (Mowen and Brown, 1981). Celebrity endorsement is always a two-edged sword and it The effects of juxtaposing environmental messages with violent images of shark attacks, The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase, How marketers can use celebrities to sell more effectively, To use the obvious choice: investigating the relative effectiveness of an overexposed celebrity, Multiple endorsers and multiple endorsements: the influence of message repetition, source congruence and involvement on brand attitudes, Being a celebrity: a phenomenology of fame, The value of using famous personalities in advertising communications: a quantitative analysis of prices for a fashionable product, Return on marketing: using customer equity to focus marketing strategy, The brand’s effect on the evaluation of advertising endorsed by celebrities: an experimental study. Participants who chose correctly associated the candidate with his or her celebrity coach (“endorsement”). The instrument was similar to that used in previous studies. 391-414. 41-69. Thomas, V.L. Abstract. Celebrity Entrepreneur Endorsement and Advertising Effectiveness. 347-356. On the other hand, previous studies already showed that stronger candidates may have already established their image, thereby moderating the overexposure effect of his or her coach. and Evans, S.D. Cultural foundations of the endorsement process”, Journal of Consumer Research, Vol. 29 No. Amos, C., Holmes, G. and Strutton, D. (2008), “Exploring the relationship between celebrity endorser effects and advertising effectiveness. Also, several authors have investigated a series of related factors, such as the effect of celebrity endorsement on product recall, the effect of the credibility and expertise of the celebrity endorsement and the effect of celebrity image (Amos et al., 2008). Jump to navigation Jump to search. The final sample of this study was 236 people. However, the choice of the endorser cannot be made without taking into account the characteristics of the endorsed. The results support the hypotheses and attest that level of overexposure has an effect on the endorsement, as well as on the context of products and brands, as confirmed in previous studies. 22 No. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity. McCracken, G. (1989), “Who is the celebrity endorser? 3, pp. 529-541. 4, pp. The authors demonstrated that the differences found in the studies may have occurred due to moderating variables, such as the endorser type (Wei and Lu, 2013), congruence (Silva et al., 2015) or endorser sex (Bergkvist and Zhou, 2016). (2012), “Celebrities in advertising: looking for congruence or likability?”, Psychology & Marketing, Vol. The results of the study show that the weakest candidate was better evaluated when the celebrity endorser was not perceived as overexposed. (2013), “The moderating role of celebrity worship on attitudes toward celebrity brand extensions”, Journal of Marketing Theory and Practice, Vol. Moreover, it would be important for other researchers to work with different kinds of brands and categories of products and services. 13 No. This research contributes to the knowledge of celebrity endorsement to fill the lack pointed out in previous studies in the field over the effectiveness of this effect and, above all, the moderator variables that can influence or even annul this effect. (2011), “Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention”, Australasian Marketing Journal, Vol. This case study examines the use of celebrity endorsement in the formation of the retail image of leading European grocery distribution group J. Sainsbury, in particular, the process of transference of celebrity images to the product’s image. (2010), these aspiring celebrities may also be considered brands, with greater or lesser degrees of recognition. Copyright © 2018, Otávio Freire, Filipe Quevedo-Silva, Diego Senise and Pedro Scrivano. Studies also show that the use of celebrities in campaigns is linked to various strategies. and Rifon, N.J. (2012), “It is a match: the impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness”, Psychology & Marketing, Vol. The image of celebrities can change abruptly, diluting the relationship that existed when the brand association began (Erdogan et al., 2001). 1, pp. The effect of celebrity endorsements on the evaluation of products, demonstrating that celebrities influence their fans, has also been studied (Sliburyte, 2009; McNamara, 2009). In Studies 3 and 4, it was also possible to identify the effects of congruence (Fleck et al., 2012; Batra and Homer, 2004) and celebrity overexposure (Ilicic and Webster, 2011; Subhadip, 2012). Researchers found that much of this effect results from consumers’ associations between the celebrity and the endorsed object (Choi and Rifon, 2012; Till and Shimp, 1998). 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