An alternate approach to developing a total celebrity endorser rating model using the analytic hierarchy process

Abstract

Abstract Using the analytic hierarchy process to develop an overall rating of a celebrity is a new approach to enhance procedures such as the Q‐Rating currently in practice. The Q‐rating approach has received criticism on its usefulness because it essentially only considers familiarity and likeability of the celebrity. Using the AHP model approach allows users to input judgments as to how they feel about one celebrity compared to another with a specific set of criteria in mind. The model is an improvement over the Q‐rating system because it includes a more complete set of attributes and, more importantly, has the ability to capture and analyse trade‐offs among those attributes. Another improvement is that as situations change or evolve, the model can be easily updated to capture new information. This allows for celebrities' ratings to change over time and be more accurate given all available information.