For data analysis, we used ANOVA and ANCOVA. 3, pp. 58 No. 4, pp. The results of the study show that the weaker candidate was better evaluated when there was congruence between her and the celebrity endorser. The results support the hypotheses and attest that level of overexposure has an effect on the endorsement, as well as on the context of products and brands, as confirmed in previous studies. A meta-analysis performed by Knoll and Matthes (2017) show that studies about the subject have found positive, negative and neutral effects, leaving in doubt the actual effectiveness of celebrity endorsement. 57-78. 9, pp. 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. 53 No. 17 No. As for the strongest candidate, the assessment was the same regardless of the level of exposure of the endorser celebrity used. 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). Congruence depends on two dimensions: relevance and expectation. 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. There was no difference in the evaluation of the weak participant (worst evaluated) concerning the congruence level with the endorser celebrity. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. 1, pp. Boosted by celebrity endorsements and a controversial research program, clinics are peddling stem cell autism treatments questioned by experts Tom Porter Jan 13, 2021, 17:48 IST Confirming H6 of this study, the weak candidate (worst rated) received lower ratings in both intention to consume her music when endorsed by an overexposed celebrity [MGabby Moura+Celebrity Overexposed = 4.9 (1.4) and M Gabby Moura+Celebrity Not Overexposed = 5.4 (1.3); p < 0.10], and performance in the program [M Gabby Moura Celebrity Overexposed = 3.7 (1.8) and M Gabby Moura+Celebrity Not Overexposed = 4.6 (1.7); p < 0.05]. Tripp, C., Jensen, T. and Carlson, L. (1994), “The effects of multiple product endorsements by celebrities on consumer attitudes and intentions”, Journal of Consumer Research, Vol. Rumschisky (2009) found that people are willing to pay up to 20 per cent more for a product, depending on who endorses it, generating greater revenues for the company. 19-29. (2010), these aspiring celebrities may also be considered brands, with greater or lesser degrees of recognition. (1990), “Celebrity spokesperson and brand congruence, an assessment of recall and affect”, Journal of Business Research, 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). The concept of congruence is known as finding the best match between the product and any associated variable. 21 No. 34 No. These contrasting results demonstrate the complexity of celebrity endorsement, and reinforce the relevance of verifying this effect in a context of an acclaimed celebrity and an aspiring new celebrity. The role of expectancy and relevancy in memory for verbal and visual information: what is incongruency? An aspiring celebrity candidate in a musical reality show presents a set of characteristics that must somehow fit in with a certain musical style, which indicates their level of professionalism (Kahle and Homer, 1985). (2005). Amos, C., Holmes, G. and Strutton, D. (2008), “Exploring the relationship between celebrity endorser effects and advertising effectiveness. 21 No. Prominent celebrities in their professional areas do not only lend their names to endorse products and services; their own production can be understood as endorsed by their names. Myrick, J.G. It addresses the consumer need from a psychological angle. Participants then assessed the candidate using a series of questions. Chou, H.Y. 31 No. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. This article aims to analyze the celebrity endorsement strategy used to communicate brand image messages in housing advertisements. In accordance with the hypothesis of Study 1, the aspiring candidates for becoming a new celebrity were evaluated more favorably when they were endorsed by an established celebrity (their coach or technical advisor during the program), both for the intention to consume their music (Mwith endorsement = 5.8 (1.4) and = Mwithout endorsement 5.2 (1.3); p < 0.05), and performance in the program (Mwith endorsement = 5.3 (1.6) and Mwithout endorsement = 4.4 (1.7); p < 0.01) (Figure 1). If this occurs, the object captures consumers’ attention, assisting in the processing and selection of information to be considered in the perception of the object. 4, pp. Mowen, J.C. and Brown, S.W. What to do when celebrity endorsements go bad, It is a match: the impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness, Effects of endorser types in political endorsement advertising, Selecting celebrity endorsers: the practitioner’s perspective. The final sample of this study was 176 spectators. This phenomenon is triggered by automaticity and by the level of evaluation for that particular object – in this case, people and brands (Alba and Hutchinson, 1987). The final sample of this first study was 100 viewers, who were assigned to a 2 (celebrity endorsement: With endorsement vs No endorsement) × 1 (Participant of the program The Voice Brazil) condition. Also, they may create new products and extend their product lines (Kowalczyk and Royne, 2013; Luo et al., 2010). 3, pp. 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. Traditionally, the concept of celebrity can be understood as a well-known person recognized by the public and considered a role model for society (McCracken, 1989), due to professional competences or physical appearance (Kahle and Homer, 1985). 1114-1128. The purpose of Study 2 is to analyze whether the effect of the brand on celebrity endorsement also occurs in the evaluation of an aspiring new celebrity, and whether the influence of the celebrity image has an effect. Aaker, J.L. Jump to navigation Jump to search. Based on this result, professionals interested in the new celebrity should propose strategies of dissemination associated with the celebrity endorser, and preferably with the current fans of this celebrity, which would enhance the effect of the endorsement. For data analysis, we used ANOVA. The Cost of A Celebrity Endorsement Episode 26 1/15/2021 | PromoJournal Contributor, Flashback Tracks Flashback Tracks is a collection of audio clips from … Choi, S.M. The meaning of celebrity endorsement is “a form of brand or advertising campaign that involves a well-known person using … The image of celebrities can change abruptly, diluting the relationship that existed when the brand association began (Erdogan et al., 2001). From a practitioner standpoint, reality shows such as The Voice and other similar formats can be seen as a source of potential future celebrities. Heckler, S.E. 159-173. Ilicic, J. and Webster, C.M. 740-759. 40 No. This is another indication of the effectiveness of this type of endorsement. and Evans, S.D. As in Study 2, Sam Alves was chosen as the strong contender and Gabby Moura as the weak candidate. and Rifon, N.J. (2012), “It is a match: the impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness”, Psychology & Marketing, Vol. In addition, when considering the scenario where the endorsing celebrity has a positive image, the evaluation of the weak endorsed candidate rises to the same level as the strong participant. 29 No. 20 No. 1, pp. If the celebrity endorser is careful in his or her statements of favoritism, the power of endorsement remains. Batra, R. and Homer, P.M. (2004), “The situational impact of brand image beliefs”, Journal of Consumer Psychology, Vol. Also, participants in the overexposed celebrity condition perceived more over-exposure when compared to the participants in the not overexposed condition [MCelebrity Overexposed = 4.6 (1.8) and MCelebrity Not Overexposed = 3.4 (1.7); p < 0.01]. For celebrities, this phenomenon is further evidenced by the fact that they are role models for society in general (McCracken, 1989). (2015), where the brand factor – in this case, the candidate’s own image – moderates the celebrity endorsement effect. Study 2 demonstrated two effects. Celebrity Endorsement can have an impact on the world of advertising, depending on the personality and popularity of the celebrity. This result demonstrates how the endorsement effect can be complex. (2017), “The effectiveness of celebrity endorsements: a meta-analysis”, Journal of the Academy of Marketing Science, Vol. H1: As compared with non-celebrity endorsements or no The result of this study showed that celebrity endorsement would not directly affect purchase intention, though celebrity endorsement can enhance brand attitude and brand credibility which in turn increase purchase intention.This study only focused on apparel products. Opinions expressed by Forbes Contributors are their own. 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. 47 No. Several authors have demonstrated the relevance of the positive relationship between the celebrity endorser and the advertised product (Batra and Homer, 2004; Misra and Beatty, 1990). 3, pp. Celebrity endorsements are a popular way for marketers to promote their brands, products, and services. 10 No. 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. 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. Thus, in this program, candidates seeking to become new celebrities are valued by the public (potential consumers of their music) and are endorsed by the celebrity that chooses them to compete for their teams. 10 No. This demonstrates the effectiveness of the endorsement and its effect enhanced by a contextual variable, in this case, the charisma of the endorser. Researchers found that much of this effect results from consumers’ associations between the celebrity and the endorsed object (Choi and Rifon, 2012; Till and Shimp, 1998). Subhadip, R. (2012), “To use the obvious choice: investigating the relative effectiveness of an overexposed celebrity”, Journal of Research for Consumers, Vol. A quantitative synthesis of effect size, The situational impact of brand image beliefs, Celebrity endorsements: a literature review and research agenda, For better, for worse? Knoll, J. and Matthes, J. 13 No. Procedia - Social and Behavioral Sciences,130, 11-20. New social media platforms such as Facebook, Instagram and Twitter, as well as reality television programming, are reaching a worldwide audience. 6, pp. 1, pp. 39-48. 19 No. For example, in Study 2, the endorser’s charisma (celebrity character) did not change the endorsee’s evaluation. Because the contestants are aspiring celebrities and unknown to the public up to that point, being associated with a celebrity with an established image can improve their assessment. (2014), “Do PSAs take a bite out of shark week? The Importance of Perceived Endorser Credibility in South Korean Advertising. 13 No. A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world. 3, pp. 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. An online questionnaire was used, and the link was distributed on an online panel provided and maintained by a national research institute. Kim, Y. and Na, J. 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). When choosing a celebrity to endorse another, it is necessary to emphasize the possible associations between them for the public, and constantly monitor the reputation of the celebrity vis-à-vis consumers and ensure that there is no overexposure of the celebrity, as the effect of the endorsement will be less effective if the same celebrity endorses several aspirants to a new celebrity. This case study examines the use of celebrity endorsement in the formation of the retail image of leading European grocery distribution group J. Sainsbury, in particular, the process of transference of celebrity images to the product’s image. Kaikati, J.G. 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. 529-541. celebrity but it is tough to establish a strong association between the product and the endorser. 544-569. Thomas, V.L. Along with the lack of studies noted by Knoll and Matthes (2017), there has been another global phenomenon related to endorsement and celebrity theory as a whole. 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. 6, pp. (2007), “Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence”, International Journal of Sports Marketing & Sponsorship, Vol. In recent years, it has been normal in the USA for program participants to top iTunes download charts, demonstrating this potential. Langmeye, L., Walker, M. (1991), A first step to identify the meaning in celebrity endorsers, Advances in Consumer Research, Vol. Present, as compared to celebrities who endorse many products scenarios, the choice of the level of of... Endorsement Advertising ”, International Journal of product & brand Management, 24 ( )... 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