Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions

Karla McCormick

Journal of Retailing and Consumer Services, 2016, vol. 32, issue C, 39-45

Abstract: The buying power of millennial consumers is ever growing. They are social consumers, sharing all aspects of their experiences on social media. One advertising technique that may sway millennial consumers is using a celebrity endorser. The purpose of this study was to investigate if the presence of a congruent product-endorser match helped influence purchase intent of millennial consumers and aide in favourable attitudes toward the advertisement. Millennials evaluated an unfamiliar celebrity endorsement where they indicated they had little intent to purchase the product endorsed by the unfamiliar celebrity, but the unfamiliar celebrity did lead to favourable evaluations of the advertisement.

Keywords: Celebrity endorsements; Match-up hypothesis; Millennials (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (48)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:32:y:2016:i:c:p:39-45

DOI: 10.1016/j.jretconser.2016.05.012

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