Celebrity Endorsement
How the celebrity endorsement advertisement influence consumers in a negative way
Professional research and Evaluation
Student name: Jiang WeiWei Student number: 3363314 April, 2013
Abstract The goal of this research is to grasp consumers’ negative reaction of celebrity endorsement advertisement (including the reaction of over celebrity endorsement ads, celebrity’s over-endorsement and celebrity’s negative performance). The aim of this study is trying to find out how to take advantage of celebrity endorsement advertisement more effectively and correctly in Internet-information times. As the development of entertainment and web 2.0 tools (such as blog, social networking sites), more and more firms would like to invite a celebrity to show up in their ads to attract more attentions of their target consumers. As a result, the effect of celebrity endorsement ads is not as effective as it was. Sometimes the celebrity endorsement would have even a counterproductive effect on consumers.
Introduction Celebrity endorsement advertising has been one of the most common strategies for a brand or product to gain public’s awareness. It has been estimated that one quarter of all advertisements employ a celebrity spokesperson to endorse a product or brand (Shimp, 1997). Freiden (1984) found that celebrities stood out in terms of trustworthiness, likability, persuasiveness and believability. However, the effect of celebrity endorsement ads has been weakened as the appearances of over celebrity endorsement ads, celebrity’s over-endorsement and celebrity’s scandal. In the literature, only few studies in celebrity have studies consumers’ negative reactions. So findings in this area would help the advertisers select and create more effective celebrity endorser ads under the new changes.
Reference
David, H ＆ Benedikte, A, 2003, ‘Factors predicating the effectiveness of celebrity endorsement advertisements’, Journal of
Professional research and Evaluation
Student name: Jiang WeiWei Student number: 3363314 April, 2013
Abstract The goal of this research is to grasp consumers’ negative reaction of celebrity endorsement advertisement (including the reaction of over celebrity endorsement ads, celebrity’s over-endorsement and celebrity’s negative performance). The aim of this study is trying to find out how to take advantage of celebrity endorsement advertisement more effectively and correctly in Internet-information times. As the development of entertainment and web 2.0 tools (such as blog, social networking sites), more and more firms would like to invite a celebrity to show up in their ads to attract more attentions of their target consumers. As a result, the effect of celebrity endorsement ads is not as effective as it was. Sometimes the celebrity endorsement would have even a counterproductive effect on consumers.
Introduction Celebrity endorsement advertising has been one of the most common strategies for a brand or product to gain public’s awareness. It has been estimated that one quarter of all advertisements employ a celebrity spokesperson to endorse a product or brand (Shimp, 1997). Freiden (1984) found that celebrities stood out in terms of trustworthiness, likability, persuasiveness and believability. However, the effect of celebrity endorsement ads has been weakened as the appearances of over celebrity endorsement ads, celebrity’s over-endorsement and celebrity’s scandal. In the literature, only few studies in celebrity have studies consumers’ negative reactions. So findings in this area would help the advertisers select and create more effective celebrity endorser ads under the new changes.
Reference
David, H ＆ Benedikte, A, 2003, ‘Factors predicating the effectiveness of celebrity endorsement advertisements’, Journal of