Exploring the relationship between celebrity endorser effects and advertising effectiveness

TLDR

The study quantitatively examines how celebrity endorser source effects influence advertising effectiveness. The authors employed a Kruskal‑Wallis test to identify key celebrity source effects on effectiveness, while also examining moderators such as celebrity/product fit, interaction effects, sample type, study setting, and country. Negative celebrity information was found to severely harm advertising campaigns, and a source credibility model comprising trustworthiness, expertise, and attractiveness best predicts purchase intentions, brand attitudes, and ad attitudes.

Abstract

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.