Finally!

1. The Effectiveness of
Celebrities as Product
endorsers
Presented by: Courtney Goudes

2. Research Question
• Are Celebrities Effective As Product Endorsers?

3. Sub-research Questions
• SRQ1: What factors
(credibility, attractiveness, expertise, familitarit
y) 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.

4. Purpose
•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.

5. Theories
Source Credibility Model
The 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

6. Theories
Matching Hypothesis
“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)

7. 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

8. Act 1
Celebrity
Endorser Love

9. 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)

10. Where does it start?
television

11. 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

12. 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.

13. How we are influenced
television

14. Credible
Name, Expertise, Attraction, and
Familiarity

15. Acts 2
Results &
Findings

16. Results
Matching Hypothesis
86%
90%
78%
80%
70%
60%
50%
Males
Females
40%
30%
18%
20% 14%
10% 4%
0%
0%
No Match Moderately Matched Perfectly Matched

17. Credible
Name, Expertise, Attraction, and
Familiarity credibility
•two fundamental dimensions for source’s
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.”

18. Excellent Credibility to their Name
70%
64%
60%
48%
50%
40%
32%
Males
30% Females
18% 18%
20% 16%
10%
2% 2%
0% 0%
0%
Very Likely Somewhat Neither Likely Somewhat Very Unlikely
Likely nor Unlikely Unlikeley

19. Expertise in the product
60%
54%
50%
44%
40%
36%
30% Males
26%
Females
20%
16%
14%
10%
4%
2% 2% 2%
0%
Very Likely Somewhat Neither Likely Somewhat Very Unlikely
Likely nor Unlikely Unlikeley

20. Attractiveness
34% 34%
35%
32%
30%
30%
25%
20%
20%
16% Males
15% Females
12%
10%
10% 8%
4%
5%
0%
Very Likely Somewhat Neither Likely Somewhat Very Unlikely
Likely nor Unlikely Unlikeley

21. Familiarity
60%
52%
50%
50%
40%
30% Males
24% Females
20% 20%
20%
12%
10% 8%
4% 4%
2%
0%
Very Likely Somewhat Neither Likely Somewhat Very Unlikely
Likely nor Unlikely Unlikeley

22. 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.
Ranking
Males: Credibility, Expertise, Familiarity, Attractiveness
Females: Familiarity, Credibility, Expertise, Attractiveness

23. 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.

24. References
• Baker, M.,Tagg,S.(2001). Selecting Celebrity Endorsers: The Practitioner’s Perspective. Journal of Advertising and Research. 41. pp. 39-49
• Bush, A., Craig, A., Victoria, D. (2004) Sports Celebrity Influence on Behavioural Intentions of Generation Y. Journal of Advertising Research. 44. pp. 108-118
• Cooper, M. (1984). Can Celebrities Really Sell Products? Marketing and Media Decisions. 19 pp.64-65
• Elberse, A.,Verleun, J. (2012). The Economic Value of Celebrity Endorsements. Journal of Advertising Research. June 2012. 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 Business Review.Volume 2010. pp. 14
• Hoffner,C., Cantor, J. (1991). Perceiving and Responding to Mass Media Characters. In J. Bryant and D. Zillman (eds), Responding to the Screen: Resception and
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• Hovland,C., Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly. 15. pp. 635-650
• Hovland, C., Janis I., Kelly, H. (1953). Construction and Validation of scale to measure celebrity endorsers perceived expertise, trustworthiness, and attractiness.
Journal of Advertising 19. pp. 39-52
• McCracken, G. (1989). Who is the celebrity endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research. 16. pp. 310-321.
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25. Thank you for your Time