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celebrity endorsement journal

A celebrity can endorse an aspiring new celebrity, and this is enhanced by variables related to the endorser, such as charisma and level of exposure. In Studies 3 and 4, it was also possible to identify the effects of congruence (Fleck et al., 2012; Batra and Homer, 2004) and celebrity overexposure (Ilicic and Webster, 2011; Subhadip, 2012). (2017), “The effectiveness of celebrity endorsements: a meta-analysis”, Journal of the Academy of Marketing Science, Vol. 53 No. The stimuli were defined by the researchers, and Sam Alves was chosen as the contender (Strong Brand), for being one of the most popular candidates and most downloaded on the official website of the program. 1, pp. 19 No. Also, several authors have investigated a series of related factors, such as the effect of celebrity endorsement on product recall, the effect of the credibility and expertise of the celebrity endorsement and the effect of celebrity image (Amos et al., 2008). Visit emeraldpublishing.com/platformupdate to discover the latest news and updates, Answers to the most commonly asked questions here, Universidade Federal de Mato Grosso do Sul. The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency? Rust, R., Lemon, K. and Zeithalml, V. (2004), “Return on marketing: using customer equity to focus marketing strategy”, Journal of Marketing, Vol. Friedman, H. and Friedman, L. (1979), “Endorser effectiveness by product type”, Journal of Advertising Research, Vol. For data analysis, we used ANOVA. 27 No. As in Studies 2 and 3, Sam Alves was used as the strong contender and Gabby Moura as the weak candidate. 36 No. (2012), “Celebrities in advertising: looking for congruence or likability?”, Psychology & Marketing, Vol. Opinions expressed by Forbes Contributors are their own. Freire, O., Quevedo-Silva, F., Senise, D. and Scrivano, P. (2018), "The effectiveness of celebrity endorsement in aspiring new celebrities: Examining the effects of brand, congruence, charisma and overexposure", RAUSP Management Journal, Vol. Journal of Marketing Management: Vol. 3, pp. In order to ease this challenge, this paper explores the celebrity endorsement literature. Gabby Moura was chosen as the poor candidate (Weak Brand) because she is less popular and has a significantly lower number of downloads on the official website of the program. 15-30. Louie, T., Kulik, R. and Jacobson, R. (2001), “When bad things happen to the endorsers of good products”, Marketing Letters, Vol. 4, pp. 391-414. The results show that the effect of celebrity endorsement can also occur in a context where the evaluated object is a person aspiring to be a future celebrity. In line with recent research propositions for this area (Knoll and Matthes, 2017), to analyze the effectiveness of the endorsement and verify the existence of the effect (Study 1), studies were conducted focusing on contextual variables with the potential to modify effect. The purpose of Study 1 is to analyze whether the effect of celebrity endorsement also occurs in the evaluation of an aspiring new celebrity, as it does with tangible products. Also, they may create new products and extend their product lines (Kowalczyk and Royne, 2013; Luo et al., 2010). This demonstrates the effectiveness of the endorsement and its effect enhanced by a contextual variable, in this case, the charisma of the endorser. On the other hand, if an aspiring celebrity manages to build a strong image with spectators, he or she can be seen as an established brand, and thus will be less and less affected by the endorsement, and in time will have the potential to be an endorser. (2003), “Race and gender effects on consumer identification of products with celebrities endorsers”, The Marketing Management Journal, Vol. This result is interesting and contributes to studies about brand (Silva et al., 2015), and in particular those focused on the possible effects of the brand on endorsers (Thomas and Fowler, 2015). Ronay, R., & von Hippe, W. 2010. 4-12. However, the current image of the celebrity endorser should be taken into account when choosing the endorser, as a bad reputation (Louie et al., 2001) may decrease the effectiveness of the endorsement or even reverse this effect. Demographic data from the respondents were collected. Procedia - Social and Behavioral Sciences,130, 11-20. Ambroise, L., Pantin-Sohier, G., Valette-Florence, P. and Albert, N. (2014), “From endorsement to celebrity co-branding: personality transfer”, Journal of Brand Management, Vol. In conclusion, it is proposed that celebrity endorsements in-fluence consumers’ cognitions including attention and in-terest, awareness, as well as perceptions. Despite the evidence that celebrity endorsers are viewed as more credible and more attractive than non-celebrity endorsers, advertisers generally accept that the effectiveness of celebrity endorsements in advertising can be enhanced by matching the unique qualities of an endorser with that of a product (Lynch and Schuler, 1994). Celebrity endorsement is a type of channel in brand communication through which a celebrity acts as the brand‟s spokesperson and certifies the brand‟s claim and position by extending his/her personality, popularity and status in the society or expertise in the field to the brand. The final sample of this study was 176 spectators. 437-441. 13 No. As in previous studies, participants had to answer questions about their involvement with the program, and people who did not watch or did not know the participants were excluded from the study. 4, pp. This is another indication of the effectiveness of this type of endorsement. Published in RAUSP Management Journal. The effect of celebrity endorsements on the evaluation of products, demonstrating that celebrities influence their fans, has also been studied (Sliburyte, 2009; McNamara, 2009). (2016), “Celebrity endorsements: a literature review and research agenda”, International Journal of Advertising, Vol. A study on the celebrity endorsement on perception and buying behavior reference to Udumalpet.International Journal of Research in IT and Management, 2(2), 37-42. 18, No. CMO Network - OLD. Consequently, it influences his conduct and decision-making toward the promoted product or brand (Khatri, 2006). 4, pp. Thus, it is expected that: The evaluation of aspiring new celebrities will be more positive when a well-known celebrity endorses them. Overall, with this paper, the authors contribute to the knowledge of celebrity endorsement, to fill the gap pointed out in recent studies in the field over the effectiveness of this effect, and above all the moderator variables that can influence or even annul this effect (Knoll and Matthes, 2017; Amos, et al., 2008). Celebrities have been involved in endorsing various activities since the eighteenth century. 27 No. The results of the study show that the weaker candidate was better evaluated when there was congruence between her and the celebrity endorser. 70 No. Consumers also show a more favorable attitude toward the advertisement, as compared to celebrities who endorse many products. Future research must vary the profile of the celebrity endorser and aspiring new celebrities. In addition, aligned with a proposal for future studies from Knoll and Matthes (2017), we sought to understand the effects of brand, charisma, congruence and celebrity exposure on the effectiveness of the endorsement, and therefore on the spectators’ attitudes and behavioral intentions in this context. 3, pp. Kaikati, J.G. In both studies, it was once again possible to identify the influence of contextual factors on the endorsement, in a context of established celebrities endorsing aspiring celebrities. 2, pp. In addition, for consumers, product quality is not necessarily related to the technical characteristics of the product, but to an intangible assessment of the brand in question, thereby turning the brand into a key element in the process of purchase decisions (Hoeffler and Keller, 2003). 651-662. Regarding the assessment of the celebrity, respondents were divided by the median to form the two groups (well evaluated celebrity vs poorly evaluated celebrity). To check celebrity influence on candidates, the participants of this study also evaluated the celebrity. Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrity's attractiveness that make a big impact on brand awareness and customer behavior. Their assets, as in the case of product brands, can be built through recognition and remembrance, positive associations, perceived quality in the relationship and loyalty level generated by the relationship. 19-29. While the magnitude of the impact of celebrity endorsement remains under the purview of gray spectacles, this paper is an effort to analyze the impact of celebrity endorsements on brand. The results demonstrate the effectiveness of this celebrity endorsement, as well as the effect of different contexts on endorsement. As in previous studies, first, the participants answered questions about their involvement with the program, and people who did not watch or did not know the participants were excluded from the study. Assessing Celebrity Endorsement Effects in China Kineta Hung , Kimmy W. Chan , Caleb H. Tse Journal of Advertising Research Dec 2011, 51 (4) 608-623; DOI: 10.2501/JAR-51-4-608-623 The final sample of Study 2 was 152 individuals. 533-547. 2, pp. 377-390. 954-961. Traditionally, the concept of celebrity can be understood as a person who is recognized by the public and considered to be a role model for society (McCracken, 1989), due to his or her professional competence or beauty (Kahle and Homer, 1985). As in Study 2, Sam Alves was chosen as the strong contender and Gabby Moura as the weak candidate. Celebrity endorsement efficacy is sustained by credibility, expertise and attractiveness (Ohanian, 1991). Congruence depends on two dimensions: relevance and expectation. Several factors are considered when choosing a celebrity endorser or brand sponsor, when attempting to establish a campaign for the brand: fame – wide recognition by consumers or by specific groups; adjustment – combination or match between brand attributes and celebrity attributes regarding consumer perceptions; financial features – costs and returns from the use of celebrities as endorsers; and. Rockwell, D. and Giles, D.C. (2009), “Being a celebrity: a phenomenology of fame”, Journal of Phenomenological Psychology, Vol. Various companies are signing deals with celebrities in the hope that by using celebrities they can accomplish a unique and relevant position in the minds of the consumers. Study 2 analyzes the brand and charisma effects, Study 3 analyzes the congruence between celebrities and Study 4 analyzes the exposure level of the endorser celebrity. A transgression ( Um, 2013 ) astous, A., Pappu, R. and,. 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