Celebrity endorsement is what type of variable

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, Mowen, J. Consumers also show a more favorable attitude toward the advertisement, as compared to celebrities who endorse many products.

Studies on celebrity overexposure in the media also show that, even if there is congruence between brand and celebrity, the more products that are endorsed by a single celebrity, the less effective the endorsement is to the brand Kaikati, Kaikati, J.

Other studies Subhadip, Subhadip, R. In the context of a reality show, if the coach — an established celebrity endorser — is perceived as someone who considers all candidates as favorites, indiscriminately, this endorsement to the aspiring celebrity may lose its strength. This phenomenon was already observed in the context of products and brands Rice et al.

If the celebrity endorser is careful in his or her statements of favoritism, the power of endorsement remains. 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.

A weak candidate worst rated endorsed by an overexposed celebrity will be evaluated worse than a weak candidate endorsed by celebrity without overexposure. The evaluation of a strong candidate best rated does not depend on the level of overexposure of the celebrity endorser. The purpose of Study 4 is to analyze whether celebrity endorser overexposure affects the evaluation of an aspiring new celebrity.

As in Studies 2 and 3, Sam Alves was used as the strong contender and Gabby Moura as the weak candidate. Overexposure was manipulated by designing a scenario in which the celebrity chose many candidates for her team endorsing a large number of candidates for an overexposed condition, and a scenario where the celebrity chose a few candidates for her team endorsing few candidates for a not overexposed condition.

The final sample of this study was people. As in previous studies, first, the participants answered questions about their involvement with the program, and people who did not watch or did not know the participants were excluded from the study. The stimulus was presented and spectators assessed the candidate through a series of questions, using the same scales as previous studies.

Study 4 was conducted with viewers of the show, with an average age of Also, and as expected, the strong participant best rated was not affected by the overexposure of his coach in the program. The results of the study show that the weakest candidate was better evaluated when the celebrity endorser was not perceived as overexposed. In a context of overexposure, the endorsement of an established celebrity loses power, showing a significant difference from the lowest exposure context.

As for the strongest candidate, the assessment was the same regardless of the level of exposure of the endorser celebrity used. 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.

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.

In addition, aligned with a proposal for future studies from Knoll and Matthes Knoll, J. To operationalize the study, the authors chose the phenomenon of reality shows which, along with other new media, such as Facebook, Instagram and Twitter, have attracted huge audiences, allowing and contributing to the emergence of new celebrities Keel and Nataraajan, Keel, A. Study 1 showed that when endorsed by an established celebrity, an aspiring new celebrity was better rated than when he or she lacked endorsement.

Previous studies had already investigated the endorsement effect on products Kim and Na, Kim, Y. Study 2 demonstrated two effects. Another result of this study relates to brand influence on the evaluation, based on the understanding of the aspiring celebrity as brand Kowalczyk and Royne, Kowalczyk, C.

For a strong candidate strong brand , celebrity charisma did not change the overall assessment. However, in examining the effect of the endorsement on the weak candidate, it is perceived that the evaluation rises to the same level as the other candidate when the endorsing celebrity is evaluated positively. This demonstrates the effectiveness of the endorsement and its effect enhanced by a contextual variable, in this case, the charisma of the endorser.

In Studies 3 and 4, it was also possible to identify the effects of congruence Fleck et al. In both studies, it was once again possible to identify the influence of contextual factors on the endorsement, in a context of established celebrities endorsing aspiring celebrities. Overall, with this paper, the authors contribute to the knowledge of celebrity endorsement, to fill the gap pointed out in recent studies in the field over the effectiveness of this effect, and above all the moderator variables that can influence or even annul this effect Knoll and Matthes, Knoll, J.

A celebrity can endorse an aspiring new celebrity, and this is enhanced by variables related to the endorser, such as charisma and level of exposure. However, the choice of the endorser cannot be made without taking into account the characteristics of the endorsed. There must be some degree of association between them for the endorsement to be effective. In addition, by developing their own image and reputation, aspiring new celebrities are less subject to influence from the endorser.

The effect of the endorsement still exists, but to a lesser extent and with less influence from the endorsing figure. This result is interesting and contributes to studies about brand Silva et al.

From a practitioner standpoint, reality shows such as The Voice and other similar formats can be seen as a source of potential future celebrities. In recent years, it has been normal in the USA for program participants to top iTunes download charts, demonstrating this potential. Thus, knowing how to manage their career from the very beginning can be decisive to guarantee both longer and profitable careers.

Aspiring celebrities that are not very well known by spectators can benefit from celebrity endorsement. Music labels and other companies of this type can use this information to develop strategies to leverage new artists in partnerships with their established artists. However, it is important to verify whether both congruence and charisma are present, as well as no overexposure.

On the other hand, if an aspiring celebrity manages to build a strong image with spectators, he or she can be seen as an established brand, and thus will be less and less affected by the endorsement, and in time will have the potential to be an endorser. Future research must vary the profile of the celebrity endorser and aspiring new celebrities. The profile should be tested in other substantive areas, such as new media and social media Facebook, Instagram, Twitter, YouTube, etc.

Moreover, it would be important for other researchers to work with different kinds of brands and categories of products and services. Abrir menu Brasil. Abrir menu. Abstract Purpose Celebrity endorsement is a phenomenon widely used by companies and studied by researchers.

Findings The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement, demonstrating that although new celebrities are less affected by acclaimed celebrities, as they become better known, to use the endorsement of celebrities with charisma and who relating in some way to the aspiring celebrity, can be an effective strategy, especially for the beginners in the career.

Keywords Celebrity endorsement. Introduction Traditionally, the concept of celebrity can be understood as a well-known person recognized by the public and considered a role model for society McCracken, McCracken, G. Celebrity endorsement Traditionally, the concept of celebrity can be understood as a person who is recognized by the public and considered to be a role model for society McCracken, McCracken, G.

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 roles — different ways to use celebrities in marketing communications Pringle and Binet, Pringle, H.

New social media platforms such as Facebook, Instagram and Twitter, as well as reality television programming, are reaching a worldwide audience. These media have provided a new method for creating aspiring celebrities Keel and Nataraajan, Keel, A.

In reality, music shows, for example, celebrities from the world of music both judge and coach the contestants. The dynamics of the shows reinforce this concept by presenting the candidates as part of the celebrity teams. At all times, the association between participant and celebrity is presented to the public. Because the contestants are aspiring celebrities and unknown to the public up to that point, being associated with a celebrity with an established image can improve their assessment.

Similarly, a new product launched on the market with the endorsement of a celebrity with credibility in the area can also improve its reception. Thus, it is expected that: H1. Figure 1. Evaluation of candidates with and without endorsement.

In a reality show, candidates are aspiring celebrities and are also building their images and their brands Keel and Nataraajan, Keel, A. Given that the image of the celebrity endorser influences the product — and a negative image can negatively influence the evaluation of the product Louie et al.

Figure 2. 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, Kahle, L. In addition, there are also aspects related to attractiveness and credibility Ohanian, Ohanian, R. Thus, it is expected that: H4. Figure 3. In line with studies on overexposure of celebrity endorsers, we developed H6 and H7 for this study: H6.

Figure 4. References Aaker, D. Aaker, J. Agrawal, J. Alba, J. Ambroise, L. Amos, C. Batra, R. Bergkvist, L. Carrillat, F. Choi, S. Chou, H. Erdogan, B. Fleck, N. Friedman, H.

Heckler, S. Hoeffler, S. Hsu, C. Huston, C. Ilicic, J. Kahle, L. Kaikati, J. Keel, A. Keller, K. Kim, Y. Knoll, J. Kowalczyk, C. Louie, T. Luo, L. McCracken, G. McNamara, K. Misra, S. Mowen, J. Myrick, J. Ohanian, R. Pringle, H.

Subhadip, R. Rice, D. Rockwell, D. Rumschisky, A. Rust, R. Silva, L. Sliburyte, L. Thomas, V. Thomson, M. Till, B. Tripp, C. Um, N. Van Steenburg, E. Wei, P. Wheeler, R. Further reading Ghodeswar, B. Can the two be treated similarly when it comes to marketing strategy and the marketing mix?

Is selling a candidate the same as selling a car? Do theoretical foundations of consumer behaviour hold in voter behaviour?

The same applies to the effectiveness of celebrity endorsements in any kind of health or health-related communication as well as environmental communication Boyland et al.

So far, the majority of studies has been conducted in the U. However, there is undoubtedly a strong interest in celebrity endorsements in such emerging countries as India or China Chou ; Mishra and Mishra And even though more and more studies are conducted in Asia, it has yet to be tested whether the same mechanisms that apply to Western celebrity endorsements apply to Asian cultures as well.

Because a lot of aspects of consumer behavior are culture-bound, culture-adequate methods are urgently needed de Mooij and Hofstede Finally, future research may also dedicate itself more strongly to side effects or unintended effects. This pertains particularly to vulnerable audiences like, for instance, children or adolescents. It is widely accepted that childhood and adolescence is the developmental period during which human beings complete the process of identity formation Lloyd Next to their family and friends, they frequently refer to mass media when looking for role models Hoffner and Buchanan Celebrities depicted in the media and advertising can serve as such models given that they are considered relevant by consumers Lockwood and Kunda Specifically, past research has revealed that children do not necessarily comprehend the persuasive intent of advertising and constitute a vulnerable audience, deserving of special protection Kunkel The study sought to quantify the effectiveness of celebrity endorsements on a meta-analytic level across a variety of measures.

The results showed a zero effect when averaging across all studies. However, we found strong attitudinal and behavioral effects when including theoretically relevant moderator variables. In particular, effects on attitudes and behavior were found to be strongest when choosing a male actor that matches the endorsed object and expresses his endorsement implicitly. Given the continuing growth of celebrity endorsements in product marketing, politics, and health communication, the study provides essential knowledge to researchers and marketers.

This meta-analysis focused on source effects of celebrity endorsers on advertising effectiveness. Analyzed source variables were negative information, expertise, attractiveness, credibility, trustworthiness, likeability, familiarity, and performance. Advertising effectiveness was understood rather broadly, combining various measures of effectiveness into one effect size variable purchase intention, brand attitude, attitude toward advertisement, believability, recall, and recognition.

The actual analysis focused on the comparison of effect sizes according to the source variables. In addition, it was tested whether effect sizes significantly differ according to four methodological dimensions: surveys vs.

Thirty two studies published through were part of the analysis. It included surveys and experiments whereby the majority of effect sizes were obtained from surveys. Compared to the present analysis, Amos et al. Hence, no results were provided that enable the assertion that celebrity endorsements exert a significant influence as well as an assertion about its size. In addition, there were no results for individual measures of advertising effectiveness e.

Furthermore, Amos et al. Last but not least, results are less clear in terms of a causal interpretation since surveys were included predominantly. We want to point out that we do not perceive our analysis as more valuable, but rather as focusing on completely different aspects as Amos et al.

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Download references. You can also search for this author in PubMed Google Scholar. Reprints and Permissions. Knoll, J. The effectiveness of celebrity endorsements: a meta-analysis. Download citation. Received : 18 February Accepted : 25 September Published : 12 October Issue Date : January Anyone you share the following link with will be able to read this content:.

Sorry, a shareable link is not currently available for this article. Provided by the Springer Nature SharedIt content-sharing initiative. Skip to main content. Search SpringerLink Search. Download PDF. Abstract Celebrities frequently endorse products, brands, political candidates, or health campaigns. Full size image. Cognitive effects Cognitive effects include awareness and knowledge about an endorsed object.

Affective effects Affective effects pertain to attitudes toward the ad and attitudes toward the advertised object. Behavioral effects Behavioral effects include purchasing or using an object e. We consequently hypothesize: H3: As compared with non-celebrity endorsements or no endorsements, celebrity endorsements evoke stronger behavioral intentions and behavior.

Moderators Studies investigating the applied advertising effectiveness framework have consistently found that people respond differently to advertisements depending on characteristics of the ad, the advertised object, and individual characteristics Vakratsas and Ambler Endorser sex Though endorser sex has generally been viewed as influential e. H4: Male celebrity endorsers evoke stronger endorsement effects when compared to female ones.

H7: Explicit endorsements evoke stronger effects than implicit ones. H8: Celebrity endorsement effects increase with increased endorsement exposure. Table 1 Summary of research on the effectiveness of celebrity endorsements Full size table.

Inclusion criteria These quantitative studies were narrowed down based on the impact of celebrity endorsements on endorsed objects. Results Based on these criteria, 44 manuscripts remained the majority of the quantitative studies were content analyses, surveys, or experimental studies comparing celebrities with celebrities. Meta-analytic procedures Effect size calculation The standardized mean difference d was used as the effect size estimate according to the formulas provided by Lipsey and Wilson Effect size integration and meta-analysis Estimates were based on random-effects models.

Results Overall analysis Testing first whether it makes sense to analyze different types of effect sizes separately and whether it makes sense to analyze the moderators at all, we calculated the three-level model Konstantopoulos Table 2 Meta-analytic results Random-Effects Model for dependent variables arranged according to average effect size, effect size based on comparisons with no endorsement, and effect size based on comparisons with other endorsements Full size table.

Table 4 Meta-regression results for testing the impact of moderators on effect size of various dependent variables Full size table. Table 5 Predicted d values for actors endorsing an unfamiliar object once compared to no endorsement for various dependent variables at levels of the moderators sex, match, and endorsement explicitness Full size table. Funnel plots of the studies in the meta-analysis for various dependent variables. Discussion Main findings and contributions The main findings are summarized in Table 6.

Table 6 Key findings from the analysis Full size table. Conclusion The study sought to quantify the effectiveness of celebrity endorsements on a meta-analytic level across a variety of measures.

Appendix Summary of the meta-analysis by Amos et al. Notes 1. References References marked with an asterisk indicate studies included in the meta-analysis. Article Google Scholar Ajzen, I. Article Google Scholar Alba, J.

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