The Risk of Vampire Effect in Advertisements Using Celebrity Endorsement

Tetyana Kuvita and Miroslav Karlíček

Central European Business Review, 2014, vol. 2014, issue 3, 16-22

Abstract: In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is "eaten up" by such devices. The concept of a vampire effect in advertising appears to be under-researched in the current literature. Therefore, this paper provides deeper insights into the vampire effect occurrences in printed advertisements using celebrity endorsement. The paper is based on a qualitative study with an eye-tracking device with 12 participants and on the following experiment with 60 university students. The research found that a significantly higher risk of creating a vampire effect exists when using an unrelated celebrity as an attention-getting device than when using a related celebrity or no celebrity at all. Marketers are advised to use related celebrities if choosing to stick to this attention-getting approach. However, the concept of "relatedness" should be pre-tested prior to launching an advertising campaign.

Keywords: vampire effect; celebrity endorsement; attention-getting device (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2014
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DOI: 10.18267/j.cebr.89

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