Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection
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منابع مشابه
Consumer Reaction and the Effectiveness of Celebrity Endorsed Advertising: A Survey-Based Econometric Analysis
In this study, we apply an econometric methodology to empirically examine the potential roles of a host of key factors on the part of the consumer in affecting the level of effectiveness (persuasiveness) of celebrity endorsement in advertising. Based on first-hand data obtained from surveys and using an econometric approach, we design and implement our empirical analysis. The analysis leads to ...
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December 2011 JOURNAL OF ADVERTISING RESEARCH 6 INTRODUCTION The growing popularity of using sports and entertainment celebrities in brand advertising is evident in the marketplace. In both the United States and China, celebrity endorsement is a key executional strategy that continues to grow in popularity (Chan, Hung, Tse, and Tse, 2008). In the United States, one of four advertisements uses c...
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Celebrity Endorsement has become one of the important tools in advertisement persuading customers. No study has been yet conducted in Pakistan to measure the impact of credibility of celebrity on the buying intentions of customers. This paper investigates the credibility of celebrity endorser influence on consumers buying intention and also whether the experience of celebrity with the usage of ...
متن کاملAn investigation of the simultaneous impact of endorser characteristics relevant to purchasing behaviour
Introduction Objectives. Research on advertising efficiency states, that both the attractiveness of a model endorsing a product (Halliwell & Dittmar, 2004) as well as the extent of identification with this endorser (Felser, 2001) are relevant parameters of advertising effectiveness. Surprisingly, no research has simultaneously investigated the significance of attractiveness and identification w...
متن کاملThe Influence of Perceived Personality Characteristics on Positive Attitude Towards and Suitability of a Celebrity as a Marketing Campaign Endorser
It is a common strategy to use celebrity endorsers in marketing campaigns. However, scientific literature on the effective use of celebrity endorsers has mainly focused on the credibility and the attractiveness of the celebrity. This study examines another endorser characteristic, which, despite other fields of psychological research confirming its importance, has not received much attention wi...
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تاریخ انتشار 2016