Can Consumers Match Celebrity Endorsers with Products?
Abstract
A Great Deal of Money is Being Spent on Celebrity Endorsers for Products Ranging from Soft Drinks to Sporting Goods. However, There May Be So Many Brands Being Endorsed by Celebrities that It is Difficult for Consumers to Remember Which Celebrity Endorses Which Brand. If This is the Case, Advertisers Must Be Made Aware of the Problem and Strive to Formulate a Solution. This Study Evaluates the Ability of Consumers to Match Celebrities with Brands of Products Aimed Specifically at These Consumers. the Sample Consists of Graduate and Undergraduate Students Who Are Very Likely to Have Experience with Products Such as Soft Drinks, Sporting Goods, and Cosmetics. the Results Suggest that Consumers Have a Difficult Time Matching Celebrity Endorsers with their Respective Brands.
Recommended Citation
Bojanic, D. C., Voli, P. K., & Hunt, J. B. (2015). Can Consumers Match Celebrity Endorsers with Products?. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 303-307. Springer.
The definitive version is available at https://doi.org/10.1007/978-3-319-17049-7_62
Department(s)
Business and Information Technology
Keywords and Phrases
BehaVioral Intention; Consumer Research; Physical Attractiveness; Purchase Intention; Soft Drink
International Standard Serial Number (ISSN)
2363-6173; 2363-6165
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2023 Springer, All rights reserved.
Publication Date
01 Jan 2015
