Celebrity Endorsement Effectiveness

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In recent years, one of the most popular way of advertising has became celebrity endorsement. It is viewed as a marketing communication tool to influence consumers’ intention, and celebrities’ advertisement created due to the competitive marketing environment within the industry (Khan, et al 2016).

Factors Predicting the Effectiveness of Celebrity Endorsement Advertisements (Qualitative approach)

Silvera and Austad (2004) review the factors that influence the effectiveness of celebrity endorsement and research on the effectiveness depending on other factors such as connection between the advertised product and the celebrity. The paper is perceiving that the effectiveness of endorser depends on the product, celebrity and even the time
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The authors also found that adolescents were more likely to have primary attachment to family and friends, while celebrities were ranked as their secondary attachment, also perceived as their ideal self-image and/or role model. Therefore, authors found it interesting to expect that the appeal is more valuable in boosting the purchase confidence than the expertise of the celebrity, due to the idealism and role model influence on the…show more content…
The authors found that back in 2005 that 57% of advertisements in South Korea were celebrity endorsed while in America only 10% of the advertisements were endorsed by celebrities. Research paper suggests that the individualistic cultures tend to empathize uniqueness and identity, while collectivistic cultures are more likely to relate to social status, well-being and in-group relations. The quasi-experimental methodology was used to prove the theory that the collectivistic countries are more easily influenced by celebrity endorsement due to the look-out for high-status individuals. Five dimensions theory (care, fairness, authority, in-group loyalty, purity) was applied to both cultural perceptions stating that in-group loyalty, authority and purity falls into collectivistic culture while care and fairness applies for individualistic culture. The people were asked to participate in different tasks, such as choosing and rating a celebrity that most likely fits the five dimensions theory, filling the moral foundations questionnaire and evaluating their purchase intentions depending on different statements. The results showed that Koreans, which fall into collectivistic audience, have directionally higher purchase intentions compared to

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