Effect of Celebrity Endorsement in Advertising Activities by Product Type

Karasiewicz Grzegorz and Kowalczuk Martyna
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Karasiewicz Grzegorz: Faculty of Management, University of Warsaw
Kowalczuk Martyna: Zenith Optimedia Group

International Journal of Management and Economics, 2014, vol. 44, issue 1, 74-91

Abstract: This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model.

Keywords: celebrity endorsement; endorser; advertising; brand (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:ijomae:v:44:y:2014:i:1:p:74-91:n:4

DOI: 10.1515/ijme-2015-0010

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