>
Fa   |   Ar   |   En
   The effectiveness of celebrity endorsements: a meta-analysis  
   
نویسنده Knoll Johannes ,Matthes Jörg
منبع journal of the academy of marketing science - 2017 - دوره : 45 - شماره : 1 - صفحه:55 -75
چکیده    Celebrities frequently endorse products, brands, political candidates, or health campaigns. we investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until 2016 involving 10,357 participants. applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. the most positive attitudinal effect appeared for male actors who match well with an implicitly endorsed object (d = .90). the most negative effect was found for female models not matching well with an explicitly endorsed object (d = −.96). furthermore, celebrity endorsements performed worse compared to endorsements of quality seals, awards, or endorser brands. no publication bias was detected. the study has theoretical and practical implications, and provides an agenda for future research.
کلیدواژه Meta-analysis ,Celebrity endorsements ,Advertising effects
آدرس University of Vienna, Department of Communication, Austria, University of Vienna, Department of Communication, Austria
 
     
   
Authors
  
 
 

Copyright 2023
Islamic World Science Citation Center
All Rights Reserved