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Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements

Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements
Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements
Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares the impact of different brand-celebrity associations on consumer perceptions of the celebrity’s credibility and their responses to a new brand associated with that celebrity. The results reveal that, unlike more commercial brand associations, natural brand-celebrity associations can yield strong brand effects without eroding the celebrity’s credibility. The findings are especially insightful given increasing numbers of natural brand-celebrity associations in social media.
product placement, advertising, celebrity endorsement, brand impact, human brand, persuasion, credibility
761-778
Russell, Cristel Antonia
ce0aa6ae-d295-4bc7-b49b-03810948e7aa
Rasolofoarison, Dina
0305ca7c-70fa-4e58-bc7a-404e945c3813
Russell, Cristel Antonia
ce0aa6ae-d295-4bc7-b49b-03810948e7aa
Rasolofoarison, Dina
0305ca7c-70fa-4e58-bc7a-404e945c3813

Russell, Cristel Antonia and Rasolofoarison, Dina (2017) Uncovering the power of natural endorsements: a comparison with celebrity-endorsed advertising and product placements. International Journal of Advertising, 36 (5), 761-778. (doi:10.1080/02650487.2017.1348033).

Record type: Article

Abstract

Despite the vast literature on celebrity endorsements in advertising, research to date has not assessed whether and how celebrity-brand associations created via traditional endorsements or product placements compare to more natural associations that emerge from real-life celebrity images through social media. This experiment systematically compares the impact of different brand-celebrity associations on consumer perceptions of the celebrity’s credibility and their responses to a new brand associated with that celebrity. The results reveal that, unlike more commercial brand associations, natural brand-celebrity associations can yield strong brand effects without eroding the celebrity’s credibility. The findings are especially insightful given increasing numbers of natural brand-celebrity associations in social media.

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IJA_revision_FINAL_Revision_April_2017 - Accepted Manuscript
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Accepted/In Press date: 23 May 2017
e-pub ahead of print date: 13 July 2017
Keywords: product placement, advertising, celebrity endorsement, brand impact, human brand, persuasion, credibility
Organisations: Digital and Data Driven Marketing

Identifiers

Local EPrints ID: 411940
URI: http://eprints.soton.ac.uk/id/eprint/411940
PURE UUID: 7406a5af-0a05-495c-ab19-58963ff06219

Catalogue record

Date deposited: 30 Jun 2017 16:31
Last modified: 16 Mar 2024 05:25

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Contributors

Author: Cristel Antonia Russell
Author: Dina Rasolofoarison

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