The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study

Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus just...

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Autores principales:	Leonardo Aureliano-Silva, Evandro Luiz Lopes, Otávio Bandeira De Lamônica Freire, Dirceu da Silva
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2015
Materias:	endorsement celebrity brand congruency advertising Business HF5001-6182
Acceso en línea:	https://doaj.org/article/625c643898cc4899b2ae5773079b2087
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spelling	oai:doaj.org-article:625c643898cc4899b2ae5773079b20872021-11-11T15:48:06ZThe Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study1807-734Xhttps://doaj.org/article/625c643898cc4899b2ae5773079b20872015-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123041058003https://doaj.org/toc/1807-734XCelebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus justifying the high investments by companies to engage celebrities. Although well established, the phenomenon lacks scientific studies that explain, based on the concept of celebrity congruence, the alignment between the celebrity’s profile and the product, also considering brand strength. After an extensive literature review, we performed three experiments, involving 713 respondents, to verify the effect of celebrity endorsement with different levels of congruence with the product, while manipulating the brands. The results of analysis of variance indicated a significant positive effect of celebrity endorsement with high congruence for unrecognized brands, but not for recognized brands.Leonardo Aureliano-SilvaEvandro Luiz LopesOtávio Bandeira De Lamônica FreireDirceu da SilvaFUCAPE Business SchoolarticleendorsementcelebritybrandcongruencyadvertisingBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 12, Iss 4, Pp 57-78 (2015)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	endorsement celebrity brand congruency advertising Business HF5001-6182
spellingShingle	endorsement celebrity brand congruency advertising Business HF5001-6182 Leonardo Aureliano-Silva Evandro Luiz Lopes Otávio Bandeira De Lamônica Freire Dirceu da Silva The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
description	Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus justifying the high investments by companies to engage celebrities. Although well established, the phenomenon lacks scientific studies that explain, based on the concept of celebrity congruence, the alignment between the celebrity’s profile and the product, also considering brand strength. After an extensive literature review, we performed three experiments, involving 713 respondents, to verify the effect of celebrity endorsement with different levels of congruence with the product, while manipulating the brands. The results of analysis of variance indicated a significant positive effect of celebrity endorsement with high congruence for unrecognized brands, but not for recognized brands.
format	article
author	Leonardo Aureliano-Silva Evandro Luiz Lopes Otávio Bandeira De Lamônica Freire Dirceu da Silva
author_facet	Leonardo Aureliano-Silva Evandro Luiz Lopes Otávio Bandeira De Lamônica Freire Dirceu da Silva
author_sort	Leonardo Aureliano-Silva
title	The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
title_short	The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
title_full	The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
title_fullStr	The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
title_full_unstemmed	The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
title_sort	brand’s effect on the evaluation of advertising endorsed by celebrities: an experimental study
publisher	FUCAPE Business School
publishDate	2015
url	https://doaj.org/article/625c643898cc4899b2ae5773079b2087
work_keys_str_mv	AT leonardoaurelianosilva thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT evandroluizlopes thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT otaviobandeiradelamonicafreire thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT dirceudasilva thebrandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT leonardoaurelianosilva brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT evandroluizlopes brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT otaviobandeiradelamonicafreire brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy AT dirceudasilva brandseffectontheevaluationofadvertisingendorsedbycelebritiesanexperimentalstudy
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The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study

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