This research study examines the effect of celebrity endorsement on
attitudes towards the advertisement, the product, purchase
intentions and recommendation likelihood. In order to test it, two
different endorsers have been chosen for this study, namely a
well-known celebrity expert and a fictitious non- celebrity expert.
The aim is to identify which characteristics are important for an
effective brand endorsement. Additionally, differences between
endorser types are examined. The sample used for this study
contains mainly students from the Netherlands, Germany and Ecuador.
Furthermore, high involvement products are used to test the impact
of brand endorsement, namely two types of automobiles (luxury model
versus standard model). The results of the research validate the
existing models about endorser characteristics (Source
Attractiveness Model, Source Credibility Model and Match-Up
Hypothesis) and identify which of these elements function as key
factors for successful endorsements.
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