Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection

Lin Fang and Yanqing Jiang

Journal of Asian Business Strategy, 2015, vol. 5, issue 8, 153-173

Abstract: With the rapid paces of product diversification and competition intensification in most commodity markets, there have been more and more ways for sellers to introduce new products and promote existing products, and for buyers to get to know those products. Using celebrities as product endorsers has become one such important way. Therefore, the selection of the most suitable celebrity endorsers becomes an important issue that businesses and advertising agencies have to face. In this paper, based on our review of a handful of representative celebrity selection models, we analyze why and how celebrity endorsers would exert persuasion towards target consumers. We also identify key factors that would influence endorsers’ persuasiveness in advertising. More importantly, we introduce our new “Ideal Match-Up Model” for celebrity endorser selection, and apply a suppositional example to illustrate how this model can work in various cases of practical use.

Keywords: Celebrity endorser selection; Persuasiveness; Weapons of influence (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
https://archive.aessweb.com/index.php/5006/article/view/4159/6433 (application/pdf)

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:asi:joabsj:v:5:y:2015:i:8:p:153-173:id:4159

Access Statistics for this article

More articles in Journal of Asian Business Strategy from Asian Economic and Social Society
Bibliographic data for series maintained by Robert Allen ().