Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes

Nathan Klaus and Ainsworth Anthony Bailey
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Nathan Klaus: The University of Toledo
Ainsworth Anthony Bailey: The University of Toledo

American Journal of Business, 2008, vol. 23, issue 2, pages 53-61

Abstract: The aim of the study was to assess the impact of the gender of the celebrity and the gender of the consumer who is exposed to an ad featuring a celebrity on consumer response to celebrity endorsements. The hypotheses were tested in an experimental study. The results indicated support for four hypotheses regarding differential response by women to ads featuring celebrity endorsers, differential responses to ads featuring female celebrity endorsers, as well as differential response to female celebrity endorsers. Partial support was found for an interaction effect of gender on response to the gender of celebrity endorsers. The implications of the study results as well as limitations and possible future research avenues are discussed.

Keywords: Attitudes; celebrity endorsements; gender effects (search for similar items in EconPapers)
JEL-codes: R00 Z0 (search for similar items in EconPapers)
Date: 2008

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Persistent link: http://EconPapers.repec.org/RePEc:maj:ancoec:v:23:y:2008:i:2:p:53-61

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