Celebrity endorsement in fashion print advertising

Raluca Chiosa ()
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Raluca Chiosa: “Alexandru Ioan Cuza” University of Iasi, Faculty of Economics and Business Administration

EuroEconomica, 2013, issue 1(32), 18-31

Abstract: Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communication strategy used to build a congruence between brand image and consumers. Objectives. Research attempts to analyse celebrity endorser-product congruency and to measure the effectiveness of celebrity endorsement compared with a non-celebrity endorsement (fashion models). Prior Work. Research conducted to date have reached topics as: the effectiveness of celebrity endorsement; celebrity endorsers and purchase intention, added-value of the endorsement; positive or negative effects of celebrity endorsement, congruence between product/brand and endorser, consumer association with the endorser, attractiveness, credibility and trust in celebrities. Approach. A marketing experiment was used in order to mesure the impactul of endorser type and endorser-product match on Aad, Ab, and Pi. Results. Research has confirmed that attractive endorsers fit clothing products, whether they are celebrities or models. Also, the more consumer likes advertising, the more likely it creates a favorable attitude towards the brand. Results suggest ads using celebrities increase the likelihood of consumers to buy an endorsed product. Value. Study shows what celebrities are considered credible and perceived fit to promote classical suit. A fashion brand can select a celebrity for advertising campaign, due to it’s influence on consumers’ purchase intention.

Keywords: endorser's credibility; perceived fit; attitude toward ad; attitude toward brand; purchase intention (search for similar items in EconPapers)
Date: 2013
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