International Journal of Marketing and Business Communication

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Impact of Celebrity Endorsements on Advertisement Effectiveness & Purchase Decision Among Youths


Affiliations
1 Indore, Madhya Pradesh, India
     

   Subscribe/Renew Journal


Celebrity endorsement advertising is a ubiquitous feature of modern marketing. Advertisements featuring a celebrity make a strong impact on the learning and memory of consumers which is very vital for the successful marketing communication. Celebrity endorsement makes the advertisement lively, attractive, interesting, and attention grabbing. Research has indicated that celebrity endorsements are effective and use of celebrities in advertisements can have a positive influence on the credibility, message recall, memory and likeability of the advertisements, and finally on purchase intentions. The present study focuses on understanding the impact of celebrity endorsements on advertisement effectiveness & purchase decisions among Indian youth. With a sample size of 212, the data was collected using a closed ended questionnaire. The survey was carried out in Indore city (in central India) during November-December, 2016. Celebrity endorsements were found to be effective in changing brand image, new brand promotion, brand appeal & perceived brand quality, and purchase decisions, but not very effective in increasing brand credibility.

Keywords

Celebrity Endorsement, Brand Image, New Brand Promotion, Brand Appeal, Perceived Brand Quality, Purchase Decisions.
Subscription Login to verify subscription
User
Notifications
Font Size


  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: Free Press.

  • Agrawal, J., & Kamakura, W. (1995). The economic worth of celebrity endorsers: An event study analysis. Journal of Marketing, 59(3), 56-62.

  • Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.

  • Atkin, C., & Block, M. (1983). Effectiveness of celebrity endorsers. Journal of Advertising Research, 23(2), 57-61.

  • Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14, 538-556.

  • Belch, G. E., & Belch, M. A. (2001). Advertising and Promotion: An integrated Marketing Communications Perspective (5th ed.). Boston: Irwin/MaGraw- Hill.

  • Biswas, S., Hussain, M., & O’Donnell, K. (2009). Celebrity endorsements in advertisements and consumer perceptions: A cross-cultural Study. Journal of Global Marketing, 22(2), 121-137.

  • Bowman, J., (2002). Facing advertising reality. Media Asia, 7(26), 14-15.

  • Choi, S. M., & Rifon, N. J. (2007). Who is the celebrity in advertising’s? Understanding dimensions of celebrity images. The Journal of Popular Culture, 40(2), 304-325.

  • Cooper, M. (1984). Can celebrities really sell products. Marketing and Media Decisions, September, pp.64-65.

  • Cooper, D., & Schindler, P. (2006). Marketing research. (3rd ed.). New York: McGraw-Hill/Irwin.

  • Dean, D. H., & Biswas, A. (2001). Third-party organization endorsement of products: An advertising cue affecting consumer pre-purchase evaluation of goods and services. Journal of Advertising, 30(4), 41-57.

  • Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.

  • Evans, R. B. (1988). Production and creativity in advertising. Pitman Publishing, London.

  • Fleck, N., Korchia, M., & Roy, I. L. (2012). Celebrities in advertising: Looking for congruence or likability?. Psychology and Marketing, 29(9), 651-662.

  • Kamins, M. A. (1990). An investigation into the match-up-hypothesis in celebrity advertising: When beauty be only skin deep. Journal of Advertising, 19(1), 4-13.

  • Kaikati, J. G. (1987). Celebrity advertising. International Journal of Advertising, 6(2), 93-105.

  • Kambitis, C., Yvonne, H., Nicholas, T., & Giannis, C. (2002). Sports advertising in print media: The case of 2000 Olympic games. Corporate communication: An International Journal, 7(3), 155-161.

  • Katyal, S. (2007). Impact of Celebrity Endorsement on a Brand. Retrieved from http://www.chillibreeze.com/articles/ accessed on 11th August, 2014.

  • Klebba, J. M., & Unger, L. S. (1982). The impact of negative and positive information on source credibility in a field setting. Advances in Consumer Research, (Eds.) Richard P. Bogazzi and Alice M. Tybout Vol. 10, Provo, Utah: Association for Consumer Research, pp.11-16.

  • Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity perspective. International Journal of Research in Marketing, 13(4), 389-405.

  • McCracken, G. (1989). Who is the celebrity Endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-321.

  • Mowen, J. C., & Brown, S. W. (1981). On explaining and predicting the effectiveness of celebrity endorsers. Advances in Consumer Research. (Ed.) Kent B. Monroe, Vol. 8, Michigan: Association for Consumer Research, 437-441.

  • Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research, 31(1), 46-52.

  • Pope, N., Voges, K., & Brown, M. (2009). Winning ways: Immediate and long-term effects of sponsorship on perceptions on brand quality and corporate image. Journal of Advertising, 38(2), 5-20.

  • Pornpitakpan, C. (2003). The effect of celebrity endorsers’ perceived credibility on product purchase intention: The case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55-74

  • Pringle, H., & Binet, L. (2005). How marketers can use celebrities to sell more effectively. Journal of Consumer Behaviour, 49(3), 201-214.

  • Rossiter. J. R., & Percy, L. (1987). Advertising and promotion management. London: McGraw-Hill, Inc.

  • Roy, S. (2006). An exploratory study in celebrity Endorsements. Journal of Creative Communications, 1(2), 139-153.

  • Sharma, C. H. J., & Melfi, V. (2008). A five-points measurement framework for mobile advertising. International Journal of Mobile Marketing, 3(1), 4-11.

  • Sherman, S. P. (1985). When You Wish Upon a Star. Fortune, August 19, pp. 66-71., ISSN: 1327-6816.

  • Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526.

  • Soderlund, M. (2003). Emotionsladdad Marknadsforing. Liber: Malmo.

  • Sternthal, B., & Dholakia, R. (1978). The persuasive effect of source credibility: Tests of cognitive response. Journal of Consumer Research, 252-260.

  • Till, B. D., & Shimp, T. A. (1995). Can negative celebrity information hurt the endorsed brand? Proceedings of AMA Winter Educators Conference. American Marketing Association, 154-55.

  • Till, B. D. (1996). Using celebrity endorsers effectively: Lessons from associative learning. Journal of Product & Brand Management, 7(5), 400-409.

  • Tripp, C., Jensen, T. D., & Carlson, L. (1994). The effects of multiple product endorsements by celebrities on consumers’ attitudes and intentions. Journal of Consumer Research, 20(2), 535-547.


Abstract Views: 497

PDF Views: 1




  • Impact of Celebrity Endorsements on Advertisement Effectiveness & Purchase Decision Among Youths

Abstract Views: 497  |  PDF Views: 1

Authors

Manish Mittal
Indore, Madhya Pradesh, India

Abstract


Celebrity endorsement advertising is a ubiquitous feature of modern marketing. Advertisements featuring a celebrity make a strong impact on the learning and memory of consumers which is very vital for the successful marketing communication. Celebrity endorsement makes the advertisement lively, attractive, interesting, and attention grabbing. Research has indicated that celebrity endorsements are effective and use of celebrities in advertisements can have a positive influence on the credibility, message recall, memory and likeability of the advertisements, and finally on purchase intentions. The present study focuses on understanding the impact of celebrity endorsements on advertisement effectiveness & purchase decisions among Indian youth. With a sample size of 212, the data was collected using a closed ended questionnaire. The survey was carried out in Indore city (in central India) during November-December, 2016. Celebrity endorsements were found to be effective in changing brand image, new brand promotion, brand appeal & perceived brand quality, and purchase decisions, but not very effective in increasing brand credibility.

Keywords


Celebrity Endorsement, Brand Image, New Brand Promotion, Brand Appeal, Perceived Brand Quality, Purchase Decisions.

References