Celebryty Fund Rising

Toward An Integrated Communication Theory For Celebrity Endorsement In Fund Raising

by

Tracie M. Domino

A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts School of Mass Communications College of Arts and Sciences University of South Florida

Major Professor: Derina R. Holtzhausen, D. Litt et Phil. Kelly P. Werder, Ph.D. Randy E. Miller, Ph.D. Date of Approval: November 13, 2003

Keywords: public relations, marketing, charitable organizations, mixed motive model, situational theory of publics © Copyright 2003, Tracie M. Domino

TABLE OF CONTENTS LIST OF TABLES LIST OF FIGURES ABSTRACT CHAPTER ONE INTRODUCTION iii iv v 1 8 8 9 11 13 14 16 18 19 20 22 24 28 31 33 37 37 37 38 39 41 43 46 49 50 51 51 53 i

CHAPTER TWO REVIEW OF THE LITERATURE Marketing Approach to Celebrity Endorsement History of Celebrity Endorsement Research Theoretical Development of Celebrity Endorsement Review of Previous Celebrity Endorsement Research on Charitable Organizations Impact of Celebrity Endorsers on Charitable Organizations Connected Celebrities Public Relations Approaches to Fund Raising Theory Four Models of Fund Raising Asymmetrical Versus Symmetrical Communication Mixed Motive Model Merging Marketing and Public Relations Through Celebrity Endorsement Fund Raising Situational Theory of Publics Decentralization and Postmodern Values in Fund Raising Adapted Mixed Motive Model for Celebrity Endorsement Fund Raising CHAPTER THREE METHODOLOGY Research Participants Experimental Design Procedures Manipulation Check for Endorser Type Stimulus Material Measures Tests of Hypotheses CHAPTER FOUR RESULTS Reliability of Measurements Tests of Hypotheses Hypothesis 1 Hypothesis 2

Hypothesis 3 Hypothesis 4 Hypothesis 5 CHAPTER FIVE DISCUSSION Hypothesis 1 Hypothesis 2 Hypotheses 3 and 4 Hypothesis 5 Rejection of Mixed Motive Model for Celebrity Endorsement Fund Raising CHAPTER SIX CONCLUSIONS AND RECOMMENDATIONS Guidance for... [continues]

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