Celebrity endorsement in advertising: Are celebrity ads more effective than ads with unknown model or pure product ads?

Endossement par les célébrités: Les annonces avec endosseur célèbre sont-elles plus efficaces que les annonces avec modèle inconnu et les annonces avec produit seul ?

Leyla Jaoued-Abassi () and Jean-Louis Chandon ()
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Leyla Jaoued-Abassi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12
Jean-Louis Chandon: CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon

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Abstract: This article aims to compare the effect of celebrity advertisements, unknown model advertisements and product advertisements on affective, cognitive and behavioural responses. The dependent variables are attitude towards the ad, attitude towards the brand, self-congruity and intention to purchase. A quasi experiment was carried out with 2134 female consumers. The results show the importance of celebrity characteristics (credibility and brand congruity): the celebrity ads are more effective than the two others kind of ads only when the celebrity is perceived as credible and brand congruent.

Keywords: Celebrity endorsement; endorsement effectiveness; celebrity characteristics; caractéristiques de la célébrité.; efficacité de l’endossement; Endossement par des célébrités (search for similar items in EconPapers)
Date: 2007-04-12
Note: View the original document on HAL open archive server: https://hal.science/hal-01128179v1
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Published in colloque international de la recherche en marketing de l'association tunisienne de marketing, Apr 2007, Hammamet, Tunisia

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