The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus just...
Saved in:
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2015-01-01
|
| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123041058003 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1825207341318930432 |
|---|---|
| author | Leonardo Aureliano-Silva Evandro Luiz Lopes Otávio Bandeira De Lamônica Freire Dirceu da Silva |
| author_facet | Leonardo Aureliano-Silva Evandro Luiz Lopes Otávio Bandeira De Lamônica Freire Dirceu da Silva |
| author_sort | Leonardo Aureliano-Silva |
| collection | DOAJ |
| description | Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus justifying the high investments by companies to engage celebrities. Although well established, the phenomenon lacks scientific studies that explain, based on the concept of celebrity congruence, the alignment between the celebrity’s profile and the product, also considering brand strength. After an extensive literature review, we performed three experiments, involving 713 respondents, to verify the effect of celebrity endorsement with different levels of congruence with the product, while manipulating the brands. The results of analysis of variance indicated a significant positive effect of celebrity endorsement with high congruence for unrecognized brands, but not for recognized brands. |
| format | Article |
| id | doaj-art-625c643898cc4899b2ae5773079b2087 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2015-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-625c643898cc4899b2ae5773079b20872025-02-06T23:39:31ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2015-01-011245778The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental StudyLeonardo Aureliano-SilvaEvandro Luiz LopesOtávio Bandeira De Lamônica FreireDirceu da SilvaCelebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus justifying the high investments by companies to engage celebrities. Although well established, the phenomenon lacks scientific studies that explain, based on the concept of celebrity congruence, the alignment between the celebrity’s profile and the product, also considering brand strength. After an extensive literature review, we performed three experiments, involving 713 respondents, to verify the effect of celebrity endorsement with different levels of congruence with the product, while manipulating the brands. The results of analysis of variance indicated a significant positive effect of celebrity endorsement with high congruence for unrecognized brands, but not for recognized brands.http://www.redalyc.org/articulo.oa?id=123041058003endorsementcelebritybrandcongruencyadvertising |
| spellingShingle | Leonardo Aureliano-Silva Evandro Luiz Lopes Otávio Bandeira De Lamônica Freire Dirceu da Silva The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study BBR: Brazilian Business Review endorsement celebrity brand congruency advertising |
| title | The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study |
| title_full | The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study |
| title_fullStr | The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study |
| title_full_unstemmed | The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study |
| title_short | The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study |
| title_sort | brand s effect on the evaluation of advertising endorsed by celebrities an experimental study |
| topic | endorsement celebrity brand congruency advertising |
| url | http://www.redalyc.org/articulo.oa?id=123041058003 |
| work_keys_str_mv | AT leonardoaurelianosilva thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT evandroluizlopes thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT otaviobandeiradelamonicafreire thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT dirceudasilva thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT leonardoaurelianosilva brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT evandroluizlopes brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT otaviobandeiradelamonicafreire brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT dirceudasilva brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy |