The Effectiveness of Celebrities as

Product endorsers Presented by: Courtney Goudes

Research Question• Are Celebrities Effective As Product

Endorsers?

Sub-research Questions• SRQ1: What factors (credibility,

attractiveness, expertise, familitarity) have the most influence over pre-purchasing behavior?

• SRQ2: Do consumers care if the celebrity is mismatched, moderately matched, or perfectly matched or the product.

• To understand if multiple uses of celebrities in brand promotion can increase

the chances of recurring purchases. • To exams consumer responses to

celebrities based on how well they were matched to the product they are endorsing. • To determine which factors (credibility,

expertise, attractiveness, or familiarity) pays the biggest role in determining how

effective celebrities are as product endorsers.

Purpose

Source Credibility ModelThe source’s credibility is the degree to which a viewer perceives the source to possess knowledge or an appropriate experience and do not provide biased information. Thus two fundamental

dimensions for source’s credibility are: expertise and trustworthiness (Hovland and

Weiss 1951). Matching Hypothesis

Theories

Matching Hypothesis

Theories

“According to Match up theory the influence of using a celebrity on consumer

perceptions depends on the congruency between the endorsed product and the

celebrity. It also argues that the effect of using a star does not only depend on source of attractiveness or source of credibility of the star but it depends basically on the fit

between the image of the celebrity and the product.” (Solomon 1992)

Survey• Participants:

– 100 Nontraditional and Traditional Students at Queens University of Charlotte.

– Freshman, Junior, Senior, and Graduate

– Ages Groups – 18-26, 27-35, 36-43, 44-49, 50+

69 22 6 1 2

– Genders • 50 Male• 50 Females

Act 1

Celebrity Endorser Love

Celebrity Endorser• “a person who enjoys the public recognition

and who uses this recognition in the name of goods while appearing with this one in advertising. They must have symbolic and cultural meanings when associating themselves with products they transfer these meanings to the endorsed products, and these meanings are passed to the target audience.” McCracken (1989)

Where does it start? television

Facts: While You’re Young 3mth infants

- 40% watch television regularly-This number will change to 90% by the age of two.

36 mth olds – can form mental images of organizations mascots

Leading Character Endorsers- Elmo

- Spongebob- Dora- Barbie

- Disney Princesses- Buzz Lightyear- Batman- Superman

THESE CHARACTERS are just the Beginning for Future Consumers

Facts: • Approximately 25% of all

commercials use celebrity endorsements, and advertisers must be aware of how they match their endorser to their brand. (Baker and Tagg 2001).

• According to Gaied and Rached (2010), the initial age for girls to be influenced by the celebrity endorsements ranged from 18 to 35.

How we are influencedtelevision

Credible Name, Expertise, Attraction, and Familiarity

Acts 2

Results & Findings

Results

No Match Moderately Matched

Perfectly Matched

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

4%

18%

78%

0%

14%

86%

Matching Hypothesis

MalesFemales

Credible Name, Expertise, Attraction, and Familiarity•two fundamental dimensions for source’s credibility are: expertise and trustworthiness (Hovland and Weiss 1951). •Attractiveness and familiarity does play a role in how attracted the consumers are to the brands image, but it does not want to make the consumer engage in purchasing the product. • Hovland, Janis and Kelly (1953) defined expertise as the “extent to which a communicator is perceived to be a source of valid assertions.”

Very

Likel

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Very

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10%

20%

30%

40%

50%

60%

70%

18%

64%

16%

2% 0%

32%

48%

18%

0% 2%

Excellent Credibility to their Name

MalesFemales

Very

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Very

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10%

20%

30%

40%

50%

60%

26%

54%

16%

2% 2%

36%

44%

14%

2%4%

Expertise in the product

MalesFemales

Very

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Very

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5%

10%

15%

20%

25%

30%

35%

12%

34%

30%

16%

8%

32%

20%

34%

10%

4%

Attractiveness

MalesFemales

Very

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Very

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10%

20%

30%

40%

50%

60%

12%

52%

20%

8%

4%

20%

50%

24%

4%2%

Familiarity

MalesFemales

Findings• 64% of all the Males chose Credibility as their most important variable when purchasing from a celebrity endorse.

• 50% of all the Females placed the greatest amount of emphasis on Familiarity for their purchase decision.

RankingMales: Credibility, Expertise, Familiarity,

AttractivenessFemales: Familiarity, Credibility, Expertise,

Attractiveness

Findings•Respondent’s answers show consumers are more willing to purchase products from companies that have perfectly matched the celebrity to the product they are representing. • Findings also indicate that there is a higher rate purchase from celebrities that possess the following qualities: credibility, expertise in the product being represented, and familiarity.

References• Baker, M.,Tagg,S.(2001). Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Advertising and Research.

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146-165. • Friedman, H., Friedman, L. (1979). Endorser Effectiveness by Product Type. Journal of Advertising, 19, pp 63-71.• Gaied, A.,Rached, K. (2010). The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising. IBIMA

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pp. 635-650 • Hovland, C., Janis I., Kelly, H. (1953). Construction and Validation of scale to measure celebrity endorsers perceived expertise,

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Thank you for your Time