EconPapers    
Economics at your fingertips  
 

Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective

Heming Gong, Xuemei Bian and Chundong Zheng

Journal of Retailing and Consumer Services, 2024, vol. 78, issue C

Abstract: Building upon the cue diagnosticity framework, this research investigates the influence of three categories of celebrities (attractive-credible, attractiveness-oriented, and credibility-oriented) on charitable endorsements. We generated 1095 participants’ data from three studies via an online experimental design and conducted analysis using ANOVA. Study 1 demonstrated that the attractive-credible celebrity outperforms the credibility-oriented and attractiveness-oriented celebrities in persuasion. Study 2 discovered that attractive-oriented celebrities are more effective for emotional ad apppeals, whereas credibility-oriented celebrities excel in informational ad appeals. Study 3 found that attractiveness-oriented celebrities align well with high non-profit organization images, whereas credibility-oriented celebrities are more effective with low and medium non-profit organization images. The current research incorporates the cue diagnosticity framework in celebrity characteristics literature and guides managers on leveraging celebrities with inconsistent attractiveness and credibility characteristics.

Keywords: Celebrity characteristics inconsistency; Advertising appeal; Non-profit organization image (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698924000675
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000675

DOI: 10.1016/j.jretconser.2024.103771

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu (repec@elsevier.com).

 
Page updated 2024-12-28
Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000675