Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size

International Journal of Advertising

Volumn 27, Issue 2, 2008, Pages 209-234

  Amos, Clinton ^a   Holmes, Gary ^b   Strutton, David ^c  

^a AUGUSTA STATE UNIVERSITY   (United States)

^b DRURY UNIVERSITY   (United States)

^c UNIVERSITY OF NORTH TEXAS   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 44649141391     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.1080/02650487.2008.11073052     Document Type: Article

References (68)

1. Agrawal, J. & Kamakura, W.A. (1995) The economic worth of celebrity endorsers: an event study analysis. Journal of Marketing, 59(3), pp. 56-62.
2. Baker, M. & Churchhill, G.A. (1977) The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), pp. 538-555.
3. Basil, M.D. & Brown, J.W. (1996) Identification as a mediator of celebrity effects. Journal of Broadcastiog and Electronic Media, 40(4), pp. 1-15.
4. Basil, M.D. & Brown, J.W. (1997) Marketing AIDS prevention: the differential impact hypothesis versus identification effects. Journal of Consumer Psychology, 6(4), pp. 389-411.
5. Batra, R. & Homer, P. (2004) The situational impact of brand image beliefs. Journal of Consumer Psychology, 14(3), pp. 318-330.
6. Bush, A.J., Martin, C. & Bush, V. (2004) Sports celebrity influence on behavioral intentions of generation Y. Journal of Advertising Research, 44(1), pp. 108-118.
7. Caballero, M.J., Lumpkin, J. & Madden, C.D. (1989) Using physical attractiveness as an advertising tool: an empirical test of attraction phenomenon. Journal of Advertising Research, 29(4), pp. 16-23.
8. Campbell, D. (1957) Factors relevant to the validity of experiments in social settings. Psychological Bulletin, 54 (July), pp. 297-312.
9. Chao, P., Wuhrer, G. & Werani, T. (2005) Celebrity and foreign brand name as moderators of country-of-origin effects, International Journal of Advertising, 24(2), pp. 173-192.
10. Choi, S.M. (2002) Attributional Approach to Understanding Celebrily/ Product Congruence Effects: Role of Perceived Expertise. Unpublished Doctoral dissertation, Michigan State University, Lansing.
11. Cooper, H. & Hedges, L.V. (1994) The Handbook of Research Synthesis. New York: Russel Sage Foundation.
12. Eagly, A.H., Ashmore, R.D., Makhijani, M.G. & Longo, L.C. (1991) 'What is beautiful is good, but...: a meta-analytic review of research on the physical attractiveness stereotype. Psychology Bulletin, 110(1), pp. 109-128.
13. Erdogan, B.Z. (1999) Celebrity endorsement: a literature review. Journal of Marketing Management, 15(3), pp. 291-314.
14. Erdogan, B.Z. & Baker, M.J. (2000) Towards a practitioner-based model of selecting celebrity endorsers. International Journal of Advertising, 19(1), pp. 25-43.
15. Erdogan, B.Z., Baker, M.J. & Tagg, S. (2001) Selecting celebrity endorsers: the practitioner's perspective. Journal of Advertising Research, 41(3), pp. 39-49.
16. Farrell, K.A., Karels, G.V., Monfort, K.W. & McClatchey, C.A. (2000) Celebrity performance and endorsement value: the case of Tiger Woods. Managerial Finance, 26(7), pp. 1-15.
17. Forehand, M.R. & Perkin, A. (2003) Implicit Assimilation and Explicit Contrast: The Unconscious Effects of Celebrity Voiceovers on Brand Attitude. Unpublished manuscript.
18. Friedman, H.H. & Friedman, L. (1979) Endorser effectiveness by product type. Journal of Advertising Research, 19(5), pp. 63-71.
19. Friedman, H.H., Santeramo, M. & Traina, A. (1978) Correlates of trustworthiness for celebrities. Journal of the Academy of Marketing Science, 6(4), pp. 291-299.
20. Friedman, H.H., Termini, S. & Washington, R. (1976) The effectiveness of advertisements utilizing four types of endorsers. Journal of Advertising, 5(3), pp. 22-24.
21. Giffin, K. (1967) The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68(2), pp. 104-119.
22. Goldsmith, R., Lafferty, B. & Newell, S. (2000) The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands. Journal of Advertising, 29(3), pp. 43-54.
23. Heath, T., McCarthy, M. & Mothersbaugh, D. (1994) Spokesperson fame and vividness effects in the context of issue-relevant thinking: the moderating role of competitive setting. Journal of Consumer Research, 20(4), pp. 520-534.
24. Homer, P.M. & Kahle, L.R. (1990) Source expertise, time of source identification, and involvement in persuasion: an elaborative processing perspective. Journal of Advertising, 19(1), pp, 30-40.
25. Hovland, C., Irving, J. & Harold, K. (1953) Communication and Persuasion; Psychological Studies of Opinion Change. New Haven, CT: Yale University Press.
26. Hunter, J.E. & Schmidt, F.L. (1990) Methods of Meta-analysis: Correcting Error and Bias in Research Findings. Newbury Park: Sage.
27. Iman, R.L. & Conover, W.J. (1983) A Modern Approach to Statistics. New York: Wiley.
28. James, K. & Ryan, M. (2001) Attitudes toward Female Sports Stars as Endorsers. Unpublished manuscript.
29. Joseph, W.B. (1982) The credibility of physically attractive communicators: a review. Journal of Advertising, 11(3), pp. 15-25.
30. Kahle, L.R. & Homer, P. (1985) Physical attractiveness of the celebrity endorser: a social adaptation perspective. Journal of Consumer Research, 11(4), pp. 954-961.
31. Kaikati, J.G. (1987) Celebrity advertising: a review and synthesis. International Journal of Advertising, 6(2), pp. 93-105.
32. Kamins, M.A. (1990) An investigation into the 'match-up' hypothesis in celebrity advertising: when beauty may be only skin deep. Journal of Advertising, 19(1), pp. 4-13.
33. Kamins, M.A. (1989) Celebrity and noncelebrity advertising in a two-sided context. Journal of Advertising Research, 29(3), pp. 34-42.
34. Kamins, M.A. & Gupta, K. (1994) Congruence between spokesperson and product type: a match-up hypothesis perspective. Psychology and Marketing, 11(6), pp. 569-587.
35. Kamins, M.A., Brand, M., Hoeke, S. & Moe, J.C. (1989) Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility. Journal of Advertising, 18(2), pp. 4-10.
36. Kellner, D. (2000) The sports spectacle, Michael Jordan, and Nike: unholy alliance? Unpublished manuscript.
37. Kelman, H.C. (2006) Interests, relationships, identities: three central issues for individuals and groups in negotiating their social environment. Annual Review of Psychology, 57(1), pp. 1-26.
38. Louie, T. & Obermiller, C. (2002) Consumer response to a firm's endorser (dis)association decisions. Journal of Advertising, 31(4), pp. 41-52.
39. Lynch, J.G. (1999) Theory and external validity. Journal of the Academy of Marketing Science, 27(3), pp. 367-376.
40. McCracken, G. (1986) Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of Consumer Research, 13(1), pp. 71-85.
41. McCracken, G. (1989) Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), pp. 310-322.
42. McGinnies, E. & Ward, C. (1980) Better liked than right: trustworthiness and expertise as factors in credibility. Personalily and Social Psychology Bulletin, 6(3), pp. 467-472.
43. Miller, G.P. & Basehart, J. (1969) Source trustworthiness, opinionated statements, and response to persuasive communication. Speech Monographs, 36(1), pp. 1-7.
44. Misra, S. & Beatty, S. (1990) Celebrity spokesperson and brand congruence. Journal of Business Research, 21(2), pp. 159-173.
45. Moore, D., Mowen, J. & Reardon, R. (1994) Multiple sources in advertising appeals: when product endorsers are paid by the advertising sponsor. Journal of the Academy of Marketing Science, 22(3), pp. 234-243.
46. Morgan, R.M. & Hunt, S. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), pp. 20-38.
47. Mothersbaugh, D.L. (1995) Advertising as a Search Heuristic. Unpublished Doctoral dissertation. Pittsburgh, PA: University of Pittsburgh.
48. Mowen, J.C. & Brown, S. (1981) On explaining and predicting the effectiveness of celebrity endorsers. Advances in Consumer Research, 8, pp. 437-441.
49. Mowen, J.C. & Minor, M. (2006) Consumer Behavior: A Framework. Mason, OH: Thompson.
50. Ohanian, R. (1990) Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), pp. 39-52.
51. Ohanian, R. (1991) The impact of celebrity spokesperson's perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), pp. 36-52.
52. O'Mahoney, S. & Meenaghan, T. (1998) The impact of celebrity endorsements on consumers. Irish Marketing Review, 10(2), pp. 15-24.
53. Pornpitakpan, C. (2003) The effect of celebrity endorsers' perceived credibility on product purchase intention: the case of Singaporeans. Jounnal of International Consumer Marketing, 16(2), pp. 55-73.
54. Priester, J.R. & Petty, R. (2003) The influence of spokesperson trustworthiness on message elaboration, attitude strength, and advertising effectiveness. Journal of Consumer Psychology, 13(4), pp. 408-421.
55. Rosenthal, R. (1991) Meta-analytic Procedures for Social Research. Newbury Park, CA: Sage.
56. Rosenthal, R. (1995) Writing meta-analytic reviews. Psychological Bulletin, 118(2), pp. 183-192.
57. Rosenthal, R. & DiMatteo, M. (2001) META-ANALYSIS: Recent developments in quantitative methods for literature reviews. Annual Review of Psychology, 52(1), pp. 59-82.
58. Sawyer, A.G. & Ball, D. (1981) Statistical power and effect size in marketing research. Journal of Marketing Research, 18(3), pp. 275-290.
59. Sengupta, J., Goodstein, R. & Boninger, D. (1997) All cues are not created equal: obtaining attitude persistence under low-involvement conditions. Journal of Consumer Research, 23(4), pp. 351-361.
60. Shimp, T. (2000) Advertising Promotion: Supplemental Aspects of Integrated Marketing Communications, 5th edn. Fort Worth, TX: Dryden Press.
61. Siegal, S. (1956) Nonparametric Tests for the Behavioral Sciences. New York: McGraw-Hill.
62. Silvera, D.H. & Austad, B. (2004) Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), pp. 1509-1526.
63. Stafford, M., Stafford, T. & Day, E. (2002) A contingency approach: the effects of spokesperson type and service type on service advertising perceptions. Journal of Advertising, 31(2), pp. 17-34.
64. St. James, M. (2003) The Use of Celebrities in Advertising High Tech Products: Technology Association's Impact on Advertising Effectiveness. Unpublished Doctoral dissertation. Washington, DC: George Washington University.
65. Till, B.D. & Busler, M, (2000) The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase intentions, and brand beliefs. Journal of Advertising, 29(3), pp. 1-13.
66. Till, B.D. & Shimp, T. (1998) Endorsers in advertising: the case of negative information. Journal of Advertising, 27(1), pp. 67-82.
67. Tripp, C., Jenson, T. & Carlson, L. (1994) The effect of multiple product endorsements by celebrities on consumers' attitudes and intentions. Journial of Consumer Research, 20(4), pp. 535-547.
68. Wilson, E. & Sherrell, D. (1993) Source effects in communication and persuasion research: a meta-analysis of effect size. Journal of the Academy of Marketing Science, 21(2), pp. 101-112.