Celebrity Endorsement
Carsten Erfgen
Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research
Research Papers on Marketing and Retailing University of Hamburg
Tor zur Welt der Wissenschaft
Institute of Marketing and Media Marketing and Branding Head of the Institute Prof. Dr. Henrik Sattler
No. 40
Carsten Erfgen*
Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research
July 2011 ISSN 1618-8985
*)
Dipl.-Kfm. Carsten Erfgen, Institute of Marketing and Media, University of Hamburg, Welckerstraße 8, 20354 Hamburg; Email: carsten.erfgen@googlemail.com; Tel.: +49(0)40 42838 8717; Fax: +49(0)40 42838 8715
Universität Hamburg • Tor zur W elt der W issenschaft
W elckerstraße 8 • 20 354 Hamburg • www.henriksattler.de
Abstract Celebrity endorsement advertising aims to achieve a favourable impact on brand image. By adopting a communication process perspective, this review is the first to identify 24 brand image drivers related to (1) celebrity, (2) message, (3) advertising channel, and (4) recipient characteristics through a systematic analysis of 36 empirical studies. Specifically, credibility and high image-based congruence are the most important celebrity characteristics. The use of twosided appeals, high arousal and low involvement also seem beneficial. This review derives specific success factors to support practitioners, and it provides a basis for guiding further research beyond the mere celebrity selection decision.
1
Introduction
Advertising that uses celebrity endorsers enjoys high popularity among brand managers (e.g., Amos et al., 2008). Each year, companies spend vast amounts of money to convince celebrities to endorse their products and brands (e.g., Jaiprakash, 2008; Klaus and Bailey, 2008; Lee and Thorson, 2008); for instance, Nike spent about $339 million on endorsements and their dissemination in advertising
Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research
Research Papers on Marketing and Retailing University of Hamburg
Tor zur Welt der Wissenschaft
Institute of Marketing and Media Marketing and Branding Head of the Institute Prof. Dr. Henrik Sattler
No. 40
Carsten Erfgen*
Impact of Celebrity Endorsement on Brand Image: A Communication Process Perspective on 30 Years of Empirical Research
July 2011 ISSN 1618-8985
*)
Dipl.-Kfm. Carsten Erfgen, Institute of Marketing and Media, University of Hamburg, Welckerstraße 8, 20354 Hamburg; Email: carsten.erfgen@googlemail.com; Tel.: +49(0)40 42838 8717; Fax: +49(0)40 42838 8715
Universität Hamburg • Tor zur W elt der W issenschaft
W elckerstraße 8 • 20 354 Hamburg • www.henriksattler.de
Abstract Celebrity endorsement advertising aims to achieve a favourable impact on brand image. By adopting a communication process perspective, this review is the first to identify 24 brand image drivers related to (1) celebrity, (2) message, (3) advertising channel, and (4) recipient characteristics through a systematic analysis of 36 empirical studies. Specifically, credibility and high image-based congruence are the most important celebrity characteristics. The use of twosided appeals, high arousal and low involvement also seem beneficial. This review derives specific success factors to support practitioners, and it provides a basis for guiding further research beyond the mere celebrity selection decision.
1
Introduction
Advertising that uses celebrity endorsers enjoys high popularity among brand managers (e.g., Amos et al., 2008). Each year, companies spend vast amounts of money to convince celebrities to endorse their products and brands (e.g., Jaiprakash, 2008; Klaus and Bailey, 2008; Lee and Thorson, 2008); for instance, Nike spent about $339 million on endorsements and their dissemination in advertising