Celebrity endorsement in advertising: Are celebrity ads more effective than ads with unknown model or pure product ads?

authors

  • Jaoued-Abassi Leyla
  • Chandon Jean-Louis

keywords

  • Endorsement effectiveness
  • Celebrity characteristics
  • Celebrity endorsement

document type

COMM

abstract

This article aims to compare the effect of celebrity advertisements, unknown model advertisements and product advertisements on affective, cognitive and behavioural responses. The dependent variables are attitude towards the ad, attitude towards the brand, self-congruity and intention to purchase. A quasi experiment was carried out with 2134 female consumers. The results show the importance of celebrity characteristics (credibility and brand congruity): the celebrity ads are more effective than the two others kind of ads only when the celebrity is perceived as credible and brand congruent.

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