Celebrity political endorsement: Campaign management for the Taipei city councillor election 2002

Journal of Political Marketing

Volumn 6, Issue 4, 2008, Pages 1-31

  Henneberg, Stephan C ^a,c,d   Chen, Yi Ling ^b,e,f  

^a UNIVERSITY OF MANCHESTER   (United Kingdom)

^b UNIVERSITY OF BATH   (United Kingdom)

^c UNIVERSITY OF MANCHESTER   (United Kingdom)

^d UNIVERSITY OF ST GALLEN   (Switzerland)

^e UNIVERSITY OF BATH   (United Kingdom)

^f BOMBARDIER TRANSPORTATION   (Sweden)

Author keywords

Campaign management; Celebrity political endorsement; Political marketing; Taiwan

Indexed keywords

EID: 43449132383     PISSN: 15377857     EISSN: 15377865     Source Type: Journal    
DOI: 10.1300/J199v06n04_01     Document Type: Article

References (86)

1. Advertising Age (2003) "Payoff Pitches", Advertising Age, Vol. 74, N. 43, 27/10/2003, pp. 5-6.
2. Agrawal, J. and Kamakura, W. A. (1995) "The Economic Worth of Celebrity Endorsers: An Event Study Analysis", Journal of Marketing, Vol, 59, July, pp. 56-62
3. Atkin, C. and Block, M. (1983) "Effectiveness of Celebrity Endorsers", Journal of Advertising Research, Vol. 23, N. 1, pp. 57-61
4. Baines, P. R. and Egan, J. (2001) "Marketing and Political Campaigning: Mutually Exclusive or Exclusively Mutual?", Qualitative Market Research: An International Journal, Vol. 4, N. 1, pp. 25-33
5. Baines, P. R., Scheucher, C. and Plaser, F. (2001) "The ' Americanisation' Myth in European Political Markets", European Journal of Marketing, Vol. 35, N. 9/10, pp. 1099-1116
6. Butler, P. and Collins, N. (1999) "A Conceptual Framework for Political Marketing", in B. 1. Newman (ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 55-72
7. Butler, P. and Collins, N. (2001) "Payment on Delivery: Recognising Constituency Service as Political Marketing", European Journal of Marketing, Vol. 35,N. 9/10, pp. 1026-1037
8. Buurma, H. (2001) "Public Policy Marketing: Marketing Exchange in the Public Sector", European Journal of Marketing, Vol. 35, N. 9/10, pp. 1287-1300
9. Chen, C.-F. and Chen, J.-M. (2003) "The Construction of Electoral Marketing Modes in Taiwan", International Journal of Management, Vol. 20, N. 2, pp. 143-155
10. Chang, C. (2003) "Party Bias in Political-Advertising Processing: Results from an Experiment Involving the 1998 Taipei Mayoral Election", Journal of Advertising, Vol. 32, N. 2, pp. 55-67
11. Crocker, J. (1984) "A Schematic Approach to Changing Consumer's Beliefs", Advances in Consumer Research, Vol. 11, pp. 472-477
12. Cummings, B. (2001) "Star Power", Sales & Marketing Management, Vol. 153, N. 4, pp. 52-58
13. Dyson, A. and Turco, D. (1998) "The State of Celebrity Endorsement in Sport", Cyber-Journal of Sport Marketing", [http://www.ausport.gov.au/fulltext/1998/cjsm/ v2n1/dyson.htm], accessed 01/02/05
14. Erdogan, B. Z. (1999) "Celebrity Endorsement: A Literature Review", Journal of Marketing Management, Vol. 15, pp. 291-314
15. Erdogan, B. Z., Baker, M. J. and Tagg, S. (2001) "Selecting Celebrity Endorsers: The Practitioner's Perspective", Journal of Advertising Research, Vol. 41, N. 3, pp. 39-48
16. Espíndola, R. (2002) "Professionalised Campaigning in Latin America", Journal of Political Marketing, Vol. 1, N. 4, pp. 65-82
17. Field, W. (1994) "On the Americanization of Electioneering", Electoral Studies, Vol. 13, N. 1, pp. 58-63
18. Fontana, A. and Frey, J. H. (1994) "Interviewing: The Art of Science", in N. K. Denzin and Y. S. Lincoln (eds.), Handbook of Qualitative Research, Sage, Thousand Oaks, pp. 359-376
19. Foxall, G. R. and Goldsmith, R. E. (1994) Consumer Psychology for Marketing, Routledge, London
20. Friedman, H. H. and Friedman, L. (1979) "Endorser Effectiveness by Product Type", Journal of Advertising Research, Vol. 19, Oct., pp. 63-71
21. Goldsmith, R. E., Lafferty, B. A. and Lewell, S. J. (2000) "The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands", Journal of Advertising, Vol. 29, N. 3, pp. 43-54
22. Harris, P. (2001) "Machiavelli, Political Marketing and Reinventing Government", European Journal of Marketing, Vol, 35, N. 9/10, pp. 1136-1154
23. Hovland, C. I. and Weiss, W. (1951) "The Influence of Source Credibility on Communication Effectiveness", Public Opinion Quarterly, Vol. 15, Winter, pp. 635-650
24. Henneberg, S. C. (2002) "Understanding Political Marketing", in N. O'Shaughnessy and S. C. Henneberg (eds.), The Idea of Political Marketing, Praeger, Westport, pp. 93-171
25. Henneberg, S. C. (2003) "Generic Functions of Political Marketing Management", Working Paper 2003.19, School of Management, University of Bath
26. Henneberg, S. C. (2004) "The Views of an Advocatus Dei: Political Marketing and its Critics", Journal of Public Affair, Vol. 4, N. 3, pp. 225-243
27. Holtz-Bacha, C. (2002) "Professionalization of Political Communication: The Case of the 1998 SPD Campaign", Journal of Political Marketing, Vol. 1, N. 4, pp. 23-38
28. Hoolbrook, T. M. (1996) Do Campaigns Matter?, Sage, Thousand Oaks
29. Hsieh, J. F.-S. and Niou, E. M. S. (1996) "Salient Issues in Taiwan's Electoral Politics", Electoral Studies, Vol. 15, N. 2, pp. 219-235
30. Ingram, P. and Lees-Marshment, J. (2002) "The Anglicisation of Political Marketing: How Blair 'out-marketed' Clinton", Journal of Public Affairs, Vol. 2, N. 2, pp. 44-56
31. Iyengar, S. and Simon, A. F. (2000) "New Perspectives and Evidence on Political Communication and Campaign Effects", Annual Review of Psychology, vol. 51, pp. 149-169
32. Kahle, L. R. (1984) Attitudes and Social Adaptation: A Person-Situation Interaction Approach, Pergamon, Oxford
33. Kahle, L. R. and Homer, P. M. (1985) "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective", Journal of Consumer Research, Vol. 11, March, pp. 954-961
34. Kamins, M. A. (1990) "An Investigation into the 'Match-up' Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep", Journal of Advertising, Vol. 19, N. 1, pp. 4-13
35. Kamins, M. A., Brand, M. J., Hoeke, S. A. and Moe, J. C. (1989) "Two-sided Versus One-sided Celebrity Endorsement: The Impact on Advertising Effectiveness and Credibility", Journal of Advertising, Vol. 18, N. 2, pp. 4-10
36. Kavanagh, D. (1995) Election Campaigning: The New Marketing of Politics, Blackwell, Oxford
37. Kelman, H. C. (1961) "Processes of Opinion Change", Public Opinion Quarterly, Vol. 33, Spring, pp. 57-78
38. Kotler, P. and Kotler, N. (1999) "Political Marketing", in B. I. Newman (ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 3-18
39. Lees-Marshment, J. (2001) Political Marketing and British Political Parties, Manchester University Press, Manchester
40. Louie, T. A. and Obermiller, C. (2002) "Consumer Response to a Firm's Endorser (Dis) Association Decisions", Journal of Advertising, Vol. 31, N. 4, pp. 41-52
41. Mancini, P. and Swanson, D. (1996) "Introduction", in D. Swanson and P. Mancini (eds.), Politics, Media and Modern Democracy, Praeger, Westport, pp. 1-16
42. McCracken, G. (1987) "Advertising: Meaning or Information?", Advances in Consumer Research, Vol. 14, pp. 121-124
43. McCracken, G. (1989) "Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process", Journal of Consumer Research, Vol. 16, Dec, pp. 310-321
44. Mowen, J. C. and Brown, S. W. (1981) "On Explaining and Predicting the Effectiveness of Celebrity Endorsers", Advances in Consumer Research, Vol. 8, N. 1, pp. 437-441
45. Newman, B. I. (1994a) The Marketing of the President, Sage, Thousand Oaks
46. Newman, B. 1. (1994b) "The Forces Behind the Merging of Marketing and Politics", Werbeforschung & Praxis, Vol. 39, N. 2, pp. 41-46
47. Newman, B. 1. (1995) "Political Marketing as a Governing Tool", Werbeforschung & Praxis, Vol. 40, N. 5, pp. 163-167
48. Newman, B. I. (1999) The Mass Marketing of Politics, Sage, Thousand Oaks
49. Newman, B. I. (2001) "Image-Manufacturing in the USA: Recent US Presidential Elections and Beyond", European Journal of Marketing, Vol. 36, N. 9/10, pp. 966-970
50. Newman, B. I. (2002) "The Role of Marketing in Politics", Journal of Political Marketing, Vol. 1, N. 1, pp. 1-5
51. Nimmo, D. (1999) "The Permanent Campaign: Marketing as a Governing Tool", in B. I. Newman (ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 73-86
52. O'Shaughnessy, N. J. (1990) The Phenomenon of Political Marketing, Macmillan, Basingstoke
53. Ohanian, R. (1990) "Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness", Journal of Advertising, Vol. 19, N. 3, pp. 39-52
54. Ohanian, R. (1991) "The Impact of Celebrity Spokespersons' Perceived Image on Consumers' Intention to Purchase", Journal of Advertising Research, Vol. 31, N. 1, pp. 46-54
55. Petty, R. E. and Cacioppo, J. T. (1980) "Effects of Issue Involvement on Attitudes in an Advertising Context", in G. G. Cron and M. E. Goldberg (eds.), Proceedings of the Division 23 Program, American Psychological Association, Montreal, pp. 75-79
56. Petty, R. E., Cacioppo, J. T. and Schuman, D. (1983) "Central and peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement", Journal of Consumer Research, Vol. 10, Dec, pp. 135-146
57. Plasser, F., Scheucher, C. and Senft, C. (1999) "Is There a European Style of Political Marketing?", in B. I. Newman (ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 89-112
58. Popkin, S. L. (1994) The Reasoning Voter, University of Chicago Press, Chicago
59. Pornpitakpan, C. (2003) "Validation of the Celebrity Endorsers' Credibility Scale: Evidence From Asians", Journal of Marketing Management, Vol. 19, pp. 179-195
60. Rawnsley, G. and Fell, D. (2004) "Democratization, Liberalization and the Modernization of Election Communication in Taiwan", Paper presented at the IAMCR Workshop on Internationalisation of Political Marketing: Americanisation or Plain Globalisation, Paris, June 30-July 2 2004
61. Reid, D. M. (1988) "Marketing the Political Product", European Journal of Marketing, Vol. 22, N. 9, pp. 34-47
62. Rosenbaum, M. (1997) From Soapbox to Soundbite, Macmillan, London
63. Rubin, V., Mager, C. and Friedman, H. H. (1982) "Company President Versus Spokesperson in Television Commercials", Journal of Advertising Research, Vol. 22, N. 4, pp. 31-33
64. Scammell, M. (1995) Designer Politics, Macmillan, Basingstoke
65. Scammell, M. (1998) "The Wisdom of the War Room: US Campaigning and Americanization", Media, Culture & Society, Vol. 20, N. 2, pp. 251-275
66. Scammell, M. (1999) "Political Marketing: Lessons for Political Science", Political Studies, Vol. 47, pp. 718-739
67. Schafferer, C. (2003) "The Legislative Yuan Election, Taiwan 2001", Electoral Studies, Vol. 22, pp. 532-537
68. Sherman, S. P. (1985) "When You Wish Upon a Star", Fortune, 19th Aug., pp. 66-71
69. Smith, G. (2001) "The 2001 General Election: Factors Influencing the Brand Image of Political Parties and their Leaders", Journal of Marketing Management, Vol. 17, pp. 989-1006
70. Sniderman, P. M., Brody, R. A. and Tetlock, P. E. (1991) Reasoning and Choice: Explorations in Political Psychology, Cambridge University Press, Cambridge
71. Solman, G. and Brown, S. (2004) "Celebrity Endorsements: Decisive or Divisive?", Adweek, Vol. 45, N. 7, pp. 11-12
72. Solomon, M. R.; Ashmore, R. D. and Longo, L. C. (1992) "The Beauty Match-up Hypothesis: Congruence Between Types of Beauty and Product Images in Advertising", Journal of Advertising, Vol. 21, N. 4, pp. 23-34
73. Speck, P. S., Schumann, D. W. and Thompson, C. (1988) "Celebrity Endorsements - Scripts, Schema and Roles: Theoretical Framework and Preliminary Tests", Advances in Consumer Research, Vol. 15, pp. 69-76
74. Stake, R. E. (1994) "Case Studies", in N. K. Denzin and Y. S. Lincoln (eds.), Handbook of Qualitative Research, Sage, Thousand Oaks, pp. 236-247
75. Steen, J. A. (1999) "Money Doesn't Grow on Trees", in B. I. Newman (ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 159-173
76. Sternthal, B., Dholakia, R. and Leavitt, C. (1978) "The Persuasive Effect of Source Credibility: A Test of Cognitive Response Analysis ", Journal of Consumer Research, Vol. 4, pp. 252-260
77. Swanson, D. and Mancini, P. (1996) "Patterns of Modern Electoral Campaigning and Their Consequences", in D. Swanson and P. Mancini (eds.), Politics, Media and Modern Democracy, Praeger, Westport, pp. 247-276
78. Tan, A. C. and Yu, T.-C. (2000) "The December 1998 Elections in Taiwan", Electoral Studies, Vol. 19, pp. 615-646
79. Till, B. D. (1998) "Using Celebrity Endorsers Effectively: Lesson from Associative Learning", Journal of Product & Brand Management, Vol. 7, N. 5, pp. 400-409
80. Till, B. D. and Busier, M. (2000) "The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs", Journal of Advertising, Vol. 29, N. 3, pp. 1-13
81. Till, B. D. and Shimp, T. A. (1998) "Endorsers in Advertising: The Case of Negative Celebrity Information", Journal of Advertising, Vol. 27, N. 1, pp. 67-82
82. Tom, G., Clark, R., Elmer, L., Grech, E., Masetti, J. and Sandhar, H. (1992) "The Use of Created Versus Celebrity Spokespersons in Advertisements", Journal of Consumer Marketing, Vol. 9, N. 4, pp. 45-51
83. Tripp, C., Jensen, T. D. and Carlson, L. (1994) "The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions", Journal of Consumer Research, Vol. 20, March, pp. 535-547
84. Wring, D. (1999) "The Marketing Colonization of Political Campaigning", in B. I. Newman (ed.), Handbook of Political Marketing, Sage, Thousand Oaks, pp. 41-54
85. Wring, D. (2002) "Conceptualising Political Marketing: A Framework for Election-Campaign Analysis", in N. J. O'Shaughnessy and S. C. M. Henneberg (eds.), The Idea of Political Marketing, Praeger, Westport, pp. 171-185
86. Yannas, P. (2002) "The Role of Image-Makers in the Greek Political Scene", Journal of Political Marketing, Vol. 1, No. 1, pp. 67-88