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A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2016 (English)In: International Journal of Advertising, ISSN 0265-0487, E-ISSN 1759-3948, Vol. 35, no 2, 171-184 p.Article in journal (Refereed) Published
Abstract [en]

This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor. In a survey study, respondents evaluated four celebrity endorsement campaigns. Mediation analyses show that attitude towards the endorsement mediates the effects of three variables on brand attitude; these variables are celebrity expertise, celebritybrand fit, and perceived celebrity motive. Moreover, results show that if consumers perceive that the celebrity was motivated to do the endorsement not only by money but also by product quality, this has a significant positive effect on attitude towards the brand.

Place, publisher, year, edition, pages
2016. Vol. 35, no 2, 171-184 p.
Keyword [en]
Advertising, marketing communications, celebrity endorsements, brand attitude, mediation analysis
National Category
Economics and Business
Research subject
Business Administration
URN: urn:nbn:se:su:diva-127511DOI: 10.1080/02650487.2015.1024384ISI: 000371744200002OAI: diva2:909527
Available from: 2016-03-07 Created: 2016-03-07 Last updated: 2016-04-12Bibliographically approved

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