Negative publicity on the endorsement process does it influence for-profit and not for-profit print advertisements?

Irene Roozen ()
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Irene Roozen: Hogeschool-Universiteit Brussel

No 2012/01, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: This paper describes an experiment which tested the effectiveness of warm and cold appearance endorsers for for-profit and not-for-profit print advertisements. Moreover, the effects of positive/negative publicity surrounding the endorser have also been evaluated. The research results show that the use of relatively warm appearance female endorsers is significantly more effective for for-profit products whilst ‘warm’ appearance male endorsers are more effective for not-for-profit products. The gap between positive-negative publicity of the same endorser is significantly bigger for the for-profit products than for the not-for-profit. This suggests that the risk of negative publicity is more important for the endorsement process of for-profit products than for not-for-profit products.

Keywords: Celebrity endorsement; negative publicity; not for-profit products (search for similar items in EconPapers)
Pages: 15 page
Date: 2012-01
New Economics Papers: this item is included in nep-cbe and nep-hme
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Persistent link: https://EconPapers.repec.org/RePEc:hub:wpecon:201201

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