Furthermore, just as brands want to cut through advertising's clutter, Meyer said Pizza Hut wants endorsers
who will be focused on their relationships with the brand and not have to compete for their time with dozens of other marketers.
As further explained in the next section, participants' overall perceptions of the ad include the following variables: (1) attitude towards the ad, (2) attitude towards the brand, (3) purchase intentions, as well as perceptions of the endorser
's (4) trustworthiness, (5) credibility and (6) attractiveness.
According to this model, the perceived attractiveness, trustworthiness and expertise affect the credibility of the endorser
. Successively, the source credibility retains potential to affect the purchase intentions of consumers.
The takeaway from this article is quite simple: If you are considering a celebrity endorser
, do not rely on your liability insurance to cover you for much of anything in the event you are sued for those things commonly alleged when a celebrity endorser
Hypothesis 3: After being exposed to a celebrity's endorsement of a political candidate, undecided voters will be more likely than are decided voters to have favorable attitudes toward (a) the celebrity endorser
and (b) the political candidate.
Specifically, a credible endorser
generally exhibits positive effect towards consumers' perception (Goldsmith et al.
(2) If there is a connection between the endorser
and the marketer of the product that would affect how people evaluate the endorsement (a so-called "material connection"), and that consumers would not expect, it should be disclosed; and
Some possible moderators or determinants of CPE effects have been proposed to explain the conflicting findings; they include voters' personal political salience (Veer, Becirovic, & Martin, 2010), gender, ethnicity (O'Regan, 2014), perceived importance of the issues that celebrities have promoted (Becker, 2013), and endorser
credibility, expertise, trustworthiness, and attractiveness (Mishra & Mishra, 2014).
Table 1 Celebrity endorsement characteristics The gender of the celebrity endorser
. Whether the endorser
is an athlete or not.
Company officials said Wakefern, the Keasbey, N.J.-based retailer-owned cooperative that services ShopRite supermarkets, received the recognition for its efforts as an "endorser
" in educating its cooperative members, as well as its associates and customers, about the importance of sustainable food management.
The data currently available for marketers who are looking to validate a major investment in an athlete endorser
is limited, incomplete, and most important untimely.
ALTHOUGH NORMALLY NOT A HUGE PART of bank marketing programs, endorsements and testimonials are sometimes used to convey that "human touch." A good message can have real punch if the endorser
is considered trustworthy; even more so if that person is well-known.