Paid versus unpaid celebrity endorsement in advertising : an exploration

dc.contributor.authorVan der Waldt, De la Rey
dc.contributor.authorSchleritzko, N.E.A.
dc.contributor.authorVan Zyl, K.
dc.contributor.emaildelarey.vanderwaldt@up.ac.zaen
dc.date.accessioned2008-05-07T08:23:30Z
dc.date.available2008-05-07T08:23:30Z
dc.date.issued2007-10
dc.description.abstractAdvertising 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.extent79001 bytes
dc.format.mimetypeapplication/pdf
dc.identifier.citationVan 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. [http://www.academicjournals.org/AJBM]en
dc.identifier.issn1993-8233
dc.identifier.urihttp://hdl.handle.net/2263/5163
dc.language.isoenen
dc.publisherAcademic Journalsen
dc.rightsAcademic Journalsen
dc.subjectCelebrity endorsementsen
dc.subjectPaid versus unpaiden
dc.subjectAdvertisingen
dc.subjectCampaignen
dc.subjectMarketingen
dc.subjectAttitudeen
dc.subjectMessage appealsen
dc.subject.lcshCelebritiesen
dc.subject.lcshEndorsements in advertisingen
dc.titlePaid versus unpaid celebrity endorsement in advertising : an explorationen
dc.typeArticleen

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