Can Consumers Match Celebrity Endorsers with Products?


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.


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


File Type





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Publication Date

01 Jan 2015