How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers

2016 ◽  
Vol 58 (1) ◽  
pp. 51-64 ◽  
Author(s):  
Jasmina Ilicic ◽  
Alicia Kulczynski ◽  
Stacey M. Baxter
Keyword(s):  
Persuasive Appeal ◽  
Celebrity Endorsers

Celebrity Endorsers’ Expertise and Perceptions of Attractiveness, Likability, and Familiarity

1987 ◽  
Vol 60 (3_part_2) ◽  
pp. 1307-1309
Author(s):  
Thomas A. Buhr ◽  
Terry L. Simpson ◽  
Burt Pryor
Keyword(s):  
Person Perception ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

The authors measured the effects of celebrity endorser expertise on ratings of endorser attractiveness, likability, and familiarity. The expert condition yielded significantly more positive ratings than the inexpert condition for all three person-perception judgments.

The vampire effect: When do celebrity endorsers harm brand recall?

2015 ◽  
Vol 32 (2) ◽  
pp. 155-163 ◽  
Author(s):  
Carsten Erfgen ◽  
Sebastian Zenker ◽  
Henrik Sattler
Keyword(s):  
Brand Recall ◽  
Celebrity Endorsers

scholarly journals Morality matters? Consumer identification with celebrity endorsers in China

2017 ◽  
Vol 16 (4-5) ◽  
pp. 272-289 ◽  
Author(s):  
Felix Martin ◽  
Fu Tao-Peng
Keyword(s):  
Celebrity Endorsers

Effects of narrowed social distance on local and international celebrity-endorsed advertisement attitudes

2020 ◽  
Vol 37 (5) ◽  
pp. 521-532
Author(s):  
Dave Centeno ◽  
Jeff Jianfeng Wang
Keyword(s):  
Social Distance ◽  
Design Methodology ◽  
Laboratory Experiments ◽  
Consumer Attitudes ◽  
Social Categories ◽  
Celebrity Endorsements ◽  
Content Type ◽  
Relational Approach ◽  
Close Relationship ◽  
Celebrity Endorsers

Purpose This paper aims to examine the effects of narrowing social distance with celebrity endorsers (i.e. via close relationship social categories) and their origin (i.e. local or international) on consumer attitudes about advertisements. It is proposed that using such a relational approach to celebrity endorsement, where celebrities are framed as socially close social categories, leads to more favorable attitudes toward the advertisement. Design/methodology/approach A pilot test on actual advertisements and three laboratory experiments tested the proposed hypotheses on the effects of varying celebrity social distance levels, with self-referencing as mediator, on attitudes toward the advertisements. Findings Celebrity endorsements are more effective when the advertisement features celebrities as socially close social category; furthermore, these effects are more pronounced when the celebrity is local as opposed to foreign. The study also proposes that consumer self-referencing vis-a-vis celebrities’ social distance through framed social categories mediates these effects. Originality/value Anchored in the identity and social identity theories, implications on relational approaches to celebrity endorsements and international marketing communications are discussed together with the fact that Asian culture inherently subscribes to relational celebrity endorsements.

The Persuasive Appeal of the Chronicler: A Rhetorical Analysis

1991 ◽  
Vol 41 (4) ◽  
pp. 490
Author(s):  
H. G. M. Williamson ◽  
R. K. Duke
Keyword(s):  
Rhetorical Analysis ◽  
Persuasive Appeal

scholarly journals Celebrity Endorsers and Adolescents: A Study of Gender Influences

2001 ◽  
Vol 26 (4) ◽  
pp. 59-66
Author(s):  
Prashant Mishra ◽  
Upinder Dhar ◽  
Saifuddin Raotiwala
Keyword(s):  
Three Dimensions ◽  
Product Evaluations ◽  
Male And Female ◽  
Movie Stars ◽  
The Media ◽  
The Impact ◽  
Gender Influences ◽  
Celebrity Endorsers

As proliferation of the media was taking Indian households in its stride, marketers were quick to grab the opportunities presented by this phenomenon. A significant transformation which became evident was the increased visibility of celebrities such as movie stars, sports persons, and others. In such a scenario, the impact of celebrity endorsers on consumers' attitudes to product evaluations and purchase is expected to change. This paper attempts to explore the influence of gender on consumers' perception about male and female celebrity endorsers' effectiveness on three dimensions, i.e., attractiveness, trustworthiness, and expertise. The findings, of the study are discussed to draw implications for berth practitioners as well as researchers.

An Endorsement Selection Model for Sports Celebrities in China

2018 ◽  
Vol 10 (2) ◽  
pp. 1-13
Author(s):  
Pi-Fang Hsu ◽  
Chia-Hui Hsu
Keyword(s):  
Analytic Hierarchy Process ◽  
Delphi Method ◽  
Analytic Hierarchy ◽  
Modified Delphi ◽  
Proposed Model ◽  
Target Company ◽  
Sporting Goods ◽  
Hierarchy Process ◽  
Celebrity Endorsers ◽  
Selection Of

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.

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