The effectiveness of celebrity endorsement for print advertisements

Irene Roozen ()
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Irene Roozen: Hogeschool-Universiteit Brussel (HUB), Belgium

No 2008/07, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: The paper consists of two research projects. In the first research project, the matches between the products concerned and a number of celebrities were analysed. In the second research project advertisements with the best and worst product-celebrity matches, respectively, are compared with advertisements with a picture of an anonymous person and advertisements without a celebrity or picture. The research results do not indicate that celebrity endorsement is effective. This result was also found for the advertisements with the endorsement of celebrities who were found to match best with the products at hand. These results, therefore, suggest that the considerable amounts invested in celebrity endorsement could better be allocated to other advertisement ends.

Keywords: Celebrity endorsement; source credibility model; source attractiveness model; meaning transfer model (search for similar items in EconPapers)
Pages: 25 pages
Date: 2008-01
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:hub:wpecon:200807

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