Exploring the Effects of Single vs. Multiple Products and Multiple Celebrity Endorsements

Nam-Hyun Um

Abstract


Participating students were randomly assigned to one of three conditions
(single product endorsement, multiple product endorsement, and multiple
celebrity endorsement). This study was designed to measure the effects
of respective types of celebrity endorsement. This initial attempt to
compare the effects of celebrity endorsement could be conducive in
understanding current phenomenon of celebrity endorsement campaigns.
This study found that multiple product endorsements increased higher
level of attitude toward ad, attitude toward brand, and purchase intention
than a single celebrity (product) endorsement while a single celebrity
(product) endorsement increased higher level of attitude toward ad,
attitude toward brand, and purchase intention than multiple celebrity
endorsements. However, the finding of this study had a conflicting
result.


References


CHOI, S, W. LEE, AND H. KIM 2004. Lessons From The Rich and Famous: A Cross Cultural Comparison of Celebrity Endorsement in Advertising. Journal of Advertising 34 (2), 85-98.

ERDOGAN, Z. B, AND J.M. BAKER 1999. Celebrity endorsement: advertising agency managers' Perspective. Cyber-Journal of Sport Marketing 3 (3).

ERDOGAN, Z. B., M.J. BAKER AND S. TAGGS 2001. Selecting Celebrity Endorsers: The practitioner's perspective. Journal of Advertising Research 41(3), 39-48.

FRIEDMAN, H. AND L. FRIEDMAN 1979. Endorser Effectiveness by Product Type. Journal of Advertising Research 19 (5), 63-71.

FRIEDMAN, H. AND L. FRIEDMAN, L. 1978. Does the Celebrity Endorser's Image Spill Over the Product. Journal of the Academy of Marketing Science 6, 291-99.

FRIEDMAN, H., M. SANTERAMO, AND A. TRAINA 1978. Correlates of Trustworthiness for Celebrities. Journal of the Academy of Marketing Science 6 (4), 291-99.

HARVEY, J.H. AND KELLY H. 1974. Sense of Own Judgmental Competence as a Function of Temporal Pattern of Stability-Instability in Judgment. Journal of Personality and Social Psychology 29 (4), 526-538.

HOFSTEDE, G. 1984, Culture's Consequences: International Differences in Work Related Value. Beverly Hills, CA: Sage Publishing Company.

HORAI, J, N. NACCARI AND E. FATOULLAH 1974. The effects of expertise and physical attractiveness upon opinion agreement and liking. Sociometry 37, 601-606.

HOVLAND, C., L. JANIS AND H. KELLEY 1953. Communication and Persuasion. New Haven, CT: Yale University Press.

HSU, C. AND D. MCDONALDS 2002. An examination on multiple celebrity endorsers in Advertising. Journal of Product & Brand Management 2 (1), 19-29.

KAMINS, M. A. 1990. An Investigation into the "Match-Up" Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep. Journal of Advertising, 19, (1) 4-13.

KELLEY, H. H. 1973. The Processes of Causal Attribution. American

Psychologist 28, 107-128.

KELMAN, H. C. 1961. Process of Opinion Change. Public Opinion Quarterly 25, 57-78.

KILBURN, D. 1998. Star power. Adweek 39 (2), 20-21.

KIM, HONG-TAK 2006. Big Model. Ad Information 307, 40-42.

LANGMEYER, L. AND M. WALKER 1991. A First Step to Identify the Meaning in Celebrity Endorsers. Advances in Consumer Research 18.

LEE, B. K., H.J. PAEK AND B.C. KIM 2004. The Third-Person Effect of Celebrity Endorsers' Negative Information from Advertisers' Perspectives. Advertising Research 65, 147-169.

MCCRACKEN, G. 1989. Who Is the Celebrity Endorser? Cultural Foundation of the Endorsement Process. Journal of Consumer Research 16 (3), 310-21.

MCGUIRE, W.J. 1985. The nature of attitudes and attitude change. In The handbook of social psychology 3rd ed. New York : Random House.

MILLER, G. R. AND J. BASEHEART 1969. Source Trustworthiness, Opinioned Statements and Response to Persuasive Communication. Speech Monographs 36, 1-7.

MOWEN, J. C., AND S.W. BROWN 1981. On Explaining and Predicting the Effectiveness of Celebrity Endorsers. Advances in Consumer Research 8.

MOWEN, J. C., S.W. BROWN AND M. SCHULMAN 1979. Theoretical and Empirical Extensions of Endorser Effectiveness. American Marketing Association Conference Proceedings.ed. Neil Beckwithet. al., Chicago: American Marketing Association: 258- 262.

OHANIAN, R. 1990. Construction and Validation of a Scale to Measure Celebrity Endorser's Perceived Expertise, Trustworthiness and Attractiveness. Journal of Advertising 19(3), 39-52.

OHANIAN, R. 1991. The Impact of Celebrity Spokesperson's Perceived Image on Consumers' Intention to Purchase. Journal of Advertising Research, 31 (February/March),


Refbacks

  • There are currently no refbacks.




IBT- Journal of Business Studies by ILMA University
is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at http://jms.ilmauniversity.edu.pk/index.php/jbs/index.
Permissions beyond the scope of this license may be available at http://ibtjbs.ilmauniversity.edu.pk/ 

Copyright ILMA University 2020. All right reserved.

The articles that are published in the journals are distributed under CC BY license. Users can distribute, remix, tweak, and build upon our articles, even commercially, as long as they are credited for the original creation. License Creative Commons.