28 research outputs found
Towards an international understanding of the power of celebrity persuasions: a review and a research agenda
Research into advertising using celebrity has been undertaken for nearly 40 years. It has
principally used surveys and experiments to explore how consumers respond to celebrity
advertisements. A recent meta-study of 32 papers has demonstrated that different
populations respond in different ways to celebrity endorsements. Specifically, both US
subjects and college students are more likely to respond in a significant way to the
presence of celebrity than subjects who are not from the US, or who are not studying at
college. Given that the nationality and student status of subjects matter, this article
explores the make up of the samples that have been used to examine celebrity advertising.
The article finds that these samples are not representative of US populations
(because so many are students), nor of populations outside the US (because so few
live beyond it). Furthermore, the history of dominance of US-based student samples, and
the citation practices which keep them circulating in academia, suggests that theories of
celebrity advertising have for a long time been excessively influenced by ideas tested on
this unrepresentative group. This fact will limit the applicability of research into celebrity
advertising to the wider world. I explore whether this matters, and how deficiencies
might be addressed in further research
Dysbindin-1 is a synaptic and microtubular protein that binds brain snapin
10.1093/hmg/ddl246Human Molecular Genetics15203041-3054HMGE
Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention
This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while controlling for celebrity attractiveness, familiarity and match-up. Results show strong attachment to a celebrity encourages positive attitude towards the advertisement and brand regardless of the number of endorsements. A significant interaction effect is found for purchase intention, suggesting that both attachment and the number of endorsements influence likelihood of purchase. When consumers are more attached to a celebrity and view that celebrity endorsing multiple brands, this negatively impacts their purchase intention. Yet, when consumers have a weak attachment, their purchase intention is increased with multiple endorsements. Jasmina Ilicic, Cynthia M. Webste