Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context

The objective of the research reported in this paper was to develop and test a model of brand personality–celebrity endorser personality congruence and its impact on consumers’ attitudes and intentions. In particular, the study drew on social adaptation and attribution theories to develop hypotheses related to the impact of this congruence on consumers’ perceptions of endorser credibility and suitability, and the subsequent impact of these perceptions on consumers’ attitudes and intentions. The study was motivated by recent attention being paid to the importance of personality in choosing celebrities for product endorsements and the fact that the brand personality–celebrity endorser personality congruence has not been explored before. The model was tested based on data obtained from a sample of participants in India. Results from path analyses indicated a positive and significant impact of personality‐based congruence on endorser credibility and suitability, which, in turn, positively and significantly impacted ad believability. Ad believability in turn significantly impacted attitude toward the ad, which had a significant impact on brand attitude and purchase intentions. Research and managerial implications are discussed, as are directions for future research.     

The CEO endorser and message source credibility: an empirical investigation of antecedents and consequences

This article investigates the antecedents and consequences of source credibility within the context of the relatively new but growing phenomenon of Chief Executive Officer (CEO) endorsers. The study results indicate that source credibility is a central determinant of a CEO endorsers' ability to effect desired outcome states. Results also indicate that the effect of message source credibility on purchase intentions, though strong, is not direct because beliefs about critical product attributes mediate the effect of a message source's credibility on behavioural intentions. The results of the study also indicate that models of source credibility derived from the celebrity endorser literature do not generalize to the CEO endorser context. Specifically, the attractiveness and expertise of the message source had no significant impact on receivers' perceptions of credibility.     

The Persuasive Effect of Circadian Arousal,Endorser Expertise,and Argument Strength in Advertising

Abstract

This research investigates the influence of circadian arousal, endorser expertise, and argument strength of a message on attitudes toward the brand and purchase intention. The quasi-experimental design is a 2 (high versus low endorser expertise) × 2 (strong versus weak arguments) × 2 (morning-type versus evening-type persons) × 3 (advertisement viewing time: 10 a.m., 3 p.m., or 8 p.m.) between-subjects factorial design with 602 Thai female adults. The results are not in complete accordance with predictions from the Elaboration Likelihood Model. For both types of persons, higher argument strength leads to better attitudes toward the brand and higher purchase intention, regardless of endorser expertise and advertisement viewing time. When morning-type persons view the advertisements in the morning and evening, the high- and the low-expertise endorsers have no different effect on attitudes toward the brand, regardless of argument strength. When they view the advertisements in the afternoon, the high expertise endorser creates better attitudes toward the brand than does the low expertise endorser, regardless of argument strength. For evening-type persons, endorser expertise does not affect either of the dependent variables. Theoretical and managerial implications of the study are discussed.     

The Effectiveness of Advertisements Utilizing Four Types of Endorsers

Four groups of students were presented with identical advertisements for sangria wine, attributed to one of four different types of endorsers: a celebrity, student, professional expert, and company president. A fifth group serving as a control was presented with the same advertisement, but it was not attributed to an endorser. Subjects were asked to rate the wine on three scales: expected selling price, probable (anticipated) taste and intent-to-purchase. In addition, the advertisements were rated on their believability. While endorsers did not significantly affect the expected selling price or believability, they had an effect on probable taste and intent-to-purchase. The authors conclude that it is probably worthwhile for an advertiser to use an endorsement for his product, rather than utilize a similar advertisement without an endorsement.     

Exploring the relationship between celebrity endorser effects and advertising effectiveness

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.     

The effects of endorsers' facial expressions on status perceptions and purchase intentions

The facial expressions that endorsers convey in a print ad can influence consumers' reactions to the product being advertised. This effect, which is mediated by perceptions of the endorsers' social status, depends on whether the endorser is male or female. Consumers expect endorsers' facial expressions to conform to normative expectations for how men and women present themselves to others and they attribute high social status to those whose expressions deviate from these expectations. Thus, they perceive smiling male endorsers to have high status but smiling female endorsers to have low status. These perceptions, which are independent of warmth and competence, influence consumers' willingness to purchase products whose social prestige value is unknown a priori. Five experiments confirm these conclusions and demonstrate their implications for actual purchase behavior.     

In God we hope,in ads we believe: the influence of religion on hope,perceived ad credibility,and purchase behavior

This research proposes and demonstrates that religiosity positively affects consumers’ hope for advertised benefits, leading to greater perceived advertisement credibility and, consequently, a greater likelihood of purchasing the advertised products. A multiple-step mediation analysis revealed that both hope for advertised benefits and perceived ad credibility play pivotal roles in explicating the effect of religiosity, whether measured (study 1) or manipulated (study 2), on purchase intentions of advertised products. The authors also investigated the interactive effect between religiosity and perceived product materialism on the observed effects (study 3). The effect of religiosity on hope for advertised benefits, perceived ad credibility, and purchase intentions was moderated by perceived product materialism, such that the positive effects of religiosity on hope, perceived ad credibility, and purchase intentions were observed only for non-materialistic (vs. materialistic) products. Theoretical and managerial implications are discussed.     

Print Advertising Context Effects

Abstract

An expanded view of the advertisement credibility construct will offer a more complete representation of the factors that contribute to credibility and its outcomes. Based on recent proposed revisions to the advertising communication process model, a revised model of advertisement credibility is offered. A test of a portion of the model supports the inclusion of media credibility as a dimension of advertisement credibility and as an influence on attitude toward the ad, on attitude toward the brand, and on purchase intentions.     

Exploring the Influence of Celebrity Worship on Brand Attitude,Advertisement Attitude,and Purchase Intention

The celebrity worship considered as an anomalous psychological behavior with major consequences on personality development of an individual is examined with the important constructs of marketing namely, brand attitude, advertisement attitude and purchase intention. The study is carried out with a sample size of 386 respondents. The model is tested using structure equation modeling where celebrity worship is studied by examining its three dimensions individually as well as in aggregate implementing an existing celebrity worship scale. The study reveals some interesting findings with celebrity worship having a direct positive relationship with advertisement attitude and purchase intentions, whereas brand attitude is found to be significantly negatively associated with celebrity worship. The future research scope for the study and its practical implications are discussed based on the findings of the study.     

Brand trait transference: When celebrity endorsers acquire brand personality traits

Using celebrity endorsers can be an effective way to influence brand perceptions and elevate the brand. However, although there is a significant amount of research investigating how endorsers influence brand perceptions, there is little research showing whether traits associated with the brand influence perceptions of the endorser. This article addresses this under-researched area and provides evidence for brand trait transference. Brand trait transference occurs when a trait transfers from a brand to people associated with that brand. Three studies demonstrate brand trait transference and identify a boundary condition for this novel effect. The article discusses the implications of these findings for effective marketing communications as well as the theoretical implications for the growing research on branding, association transfer, and endorsers.     

Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention?

We examine whether image congruence (IC) of celebrities have significant effect on purchase intention (PI) and whether attitude towards brand and attitude towards advertisement mediate the relationships in a developing country, based on sample data from India. The data was collected using a Likert Scale of 1 to 7. Structural Equation Modeling (SEM) was employed to test the recursive model incorporating endorser-brand IC, advertising effectiveness (AE), attitude toward advertisement (ATA), attitude towards brand (ATB), and purchase intention (PI). It was found that the celebrity image congruence (IC) has a negative significant effect on ATB and positive significant effect on ATA whereas advertising effectiveness (AE) had significant effect on both attitude towards brand and attitude towards advertisement. Finally AE and ATA both had significant positive effect on PI. Drawing on research on moral reasoning associated with celebrity endorsement, we provide strong theoretical as well as empirical evidence that celebrity (endorser-brand) IC is not a strong predictor of PI in a developing country. Spending huge resources on endorsers for IC does not always provide the desired benefits in countries like India. Findings would be useful for both multinational firms engaged in international marketing as well as local firms.     

Who is the Athlete Endorser? A Cross-Cultural Exploration of Advertising Practitioners’ Views

ABSTRACT

This study, via the use of focus groups, explores the common meanings that advertising practitioners in 10 countries associate with athlete endorsers. The study's macro perspective brings a unique understanding of practitioners’ universal thinking and practices in relation to athlete endorsement. It reveals that practitioners across the world correlate athlete endorsers with a wide range of positive and useful psychological, social, physical, skillfulness, and sport meanings. In particular, authenticity, objective performance, and the athletes’ belonging to the realm of sport—considered by practitioners as a carrier of positive meanings and as a “meeting place” between audiences and endorsers—were identified as greatly contributing to athletes’ positive endorsement value. The article places the various universal dimensions of athletes raised by practitioners in a holistic conceptual profile, in order to help visualize and organize thoughts when selecting athlete endorsers for marketing campaigns.     

An exploration of celebrity business ventures and their appeal to fans and non-fans

Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customers’ purchase intentions, this study does not find this effect. Instead, it finds that customers’ purchase intentions rely mainly on customers’ attitudes toward the celebrity's venture brand. Customers’ perceived congruence between a celebrity and the celebrity's business significantly affects their brand attitudes. Additionally, this study finds that a celebrity's credibility can only increase fans’ positive attitudes toward the celebrity's venture brand; therefore, being a celebrity entrepreneur is riskier than being a brand endorser in terms of consumer attitude.     

Nonprofit Advertising: Impact of Celebrity Connection,Involvement and Gender on Source Credibility and Intention to Volunteer Time or Donate Money

Two studies examine celebrity endorsers in a nonprofit context. In Study One a framework is developed incorporating connection (congruence), source credibility, involvement, and gender as key elements in understanding the impact of celebrity endorsers on nonprofit advertising effectiveness. Hypotheses are tested in the course of the studies that manipulate celebrity connection and advertising involvement. Results support the primary model viewing a relationship between the celebrity's connection, source credibility, and intention. Study Two verifies the connection and source credibility findings of Study One, but cannot confirm the impact of the celebrity connection on intention. Study Two includes attractiveness as a source credibility dimension, and increases the number of endorser types. An attractiveness main effect on intention is identified.     

Celebrity Endorsements

Abstract

Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand. The results presented in this study, however, found that a celebrity recognized in a magazine advertisement did not increase consumer recall of the brand endorsed by the celebrity for both professional athlete celebrities and other entertainment celebrities who are not professional athletes. Furthermore, subjects in this study did not correctly identify the brand when previously exposed to the full magazine advertisement, even when the celebrity's face cued the subject for recall. The results of this study raise questions relative to using celebrity endorsements to enhance brand recall.     

Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products

Consumers assess the credibility of online product reviews to guide their purchase decisions. However, little is known about how consumers determine the credibility of online product reviews. This article examines the effect of the level of detail in a product review and the level of reviewer agreement with it on the credibility of a review and consumers' purchase intentions for search and experience products. Overall, the results indicate that more credible reviews lead to higher purchase intentions. Interestingly, the findings also demonstrate that consumers determine the credibility of a review differently for search and experience products. For search products, consumers deem online reviews to be more credible when the reviews contain detailed information about the product. However, for experience products, consumers determine the credibility of a review by assessing the level of reviewer agreement with a review. The lack of diagnosticity of detailed information in online reviews of experience products is attributed to the idiosyncratic nature of experiences. Implications for research and practice are discussed.     

Antecedents of Taiwan Chinese Consumers’ Purchase Intentions Toward U.S.- and Japanese-Made Household Appliances

ABSTRACT

The purpose of this article is to understand the factors influencing Taiwan's Chinese consumers’ purchase intentions toward U.S. and Japanese household appliances. The authors attempt to develop and test a comprehensive model linking such purchase intentions to several constructs including Taiwan Chinese consumers’ openness to foreign cultures, consumer nationalism, product familiarity, traditional cultural values orientation, and product-country image. The result of analysis using structural equation modeling shows that consumer nationalism has a strong indirect effect on purchase intention via the product-country image construct. Taiwan Chinese consumers’ traditional cultural values orientation and openness to foreign cultures have direct effects on consumer nationalism and, hence, are important antecedents in explaining the purchase intentions toward foreign-made goods by Taiwan Chinese consumers. With the growing importance of the Chinese domestic market, this study provides international marketing managers with practical implications in important areas such as market segmentation, branding strategy, and market research and practices in the Chinese consumer market.     

Ad scepticism and retouch-free disclaimers: Are they worth it?

Abstract

The present study analyses the impact of ad scepticism on the way consumers perceive advertising and process its effects, and considers the influence of ad disclaimers. We conduct an experiment that explores three different contexts, namely (1) the total absence of ad disclaimers, (2) the presence of a retouch-free disclaimer and (3) the presence of a retouched disclaimer. By showing how ad scepticism fits in the advertising attitudinal approach, and how new digital developments affect consumers’ processing of advertisements, the results of this experiment can contribute to the marketing literature and clarify relevant topics for practitioners. This paper shows the significant influence played by ad believability and attitude towards the ad on behavioural intentions. This underlines, particularly for marketing practitioners, the importance of an ad’s believability and the credibility of its claims in the sales outcome. Most importantly, the framework offered by this paper shifts the attention towards the believability of advertising disclaimers aimed at clarifying the use of digitally enhanced images.     

Antecedents and Consequences of Social Issue Advertising Believability

ABSTRACT

Television advertising of social issues has become an important element of social marketing. However, little assessment of social advertising believability has been undertaken. This is further compounded by a lack of attention to the antecedents and consequences of how believable the target audience see the advertised message. This study focused on examining social advertising by gathering data on two social issues being advertised. The results indicate that involvement and attention paid to social advertising influenced social advertisement believability, and believability and involvement influenced attitudes toward social issues. Also, attitudes and believability influenced intention to comply with the social issue message.     

Communion-over-Agency Effects on Advertising Effectiveness

Gender-stereotypical portrayals of communal women and agentic men are highly common in advertising. But past research indicates that advertising effectiveness is higher when endorsers are portrayed as communal – irrespective of their gender. The aim of the current research is to explore this communion-over-agency effect on advertising effectiveness and its underlying mechanism. Two studies provide evidence for a communion-over-agency effect on advertising effectiveness (i.e., attitude toward the ad and brand). These studies show that the communion-over-agency effect on attitude toward the ad is mediated by endorser likeability (simple mediation). The effect on attitude toward the brand is mediated by endorser likeability and attitude toward the ad (serial multiple mediation). In concert, this research underscores the significance of communion (and agency) on endorser evaluation and advertising effectiveness.