Paid versus unpaid celebrity endorsement in advertising : an exploration

Show simple item record Van der Waldt, De la Rey Schleritzko, N.E.A. Van Zyl, K. 2008-05-07T08:23:30Z 2008-05-07T08:23:30Z 2007-10
dc.description.abstract Advertising and marketing managers spend a great deal of money to have celebrities endorse their product. Some view it to be an effective form of advertising as evidenced by the number of celebrityendorsed advertisements that have increased. Despite numerous amounts of research on celebrities endorsing a single product, little research has been conducted regarding the use of multiple-celebrity endorsements in advertising. This study is based on the research by Hsu and McDonald (2002), who documented the use of multiple-celebrity endorsement advertising in the milk moustache campaign in the USA. This study investigated the tendency towards correspondence inference of 200 respondents and researched their attitudes towards celebrities, the product being advertised, and the advertisement as a whole. The main findings are that there is a significant correlation between correspondence inference and attitudes towards the celebrity, but suggests that the levels of correspondence inference between the paid and unpaid situations depend on the celebrity. Implications are that marketers need to realise that correspondence inference might have an influence on people’s attitudes towards the celebrity who endorses the product. en
dc.format.extent 79001 bytes
dc.format.mimetype application/pdf
dc.identifier.citation Van der Waldt, DLR, Schleritzko, NEA & Van Zyl, K 2007, 'Paid versus unpaid celebrity endorsement in advertising: an exploration', African Journal of Business Management, vol. 1, no. 7, pp. 185-191. [] en
dc.identifier.issn 1993-8233
dc.language.iso en en
dc.publisher Academic Journals en
dc.rights Academic Journals en
dc.subject Celebrity endorsements en
dc.subject Paid versus unpaid en
dc.subject Advertising en
dc.subject Campaign en
dc.subject Marketing en
dc.subject Attitude en
dc.subject Message appeals en
dc.subject.lcsh Celebrities en
dc.subject.lcsh Endorsements in advertising en
dc.title Paid versus unpaid celebrity endorsement in advertising : an exploration en
dc.type Article en

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