Even the ubiquitous American infomercial has adopted the practice of using celebrity endorsers
, with growing frequency and apparent effectiveness (Martin, Bhimy, and Agee, 2002).
With some evidence indicating that consumers are more likely to purchase goods and services that have been endorsed by celebrities then goods and services not endorsed by a celebrity (Dyson & Turco, 1998; Agrawal & Kamakura, 1995), celebrity endorsers
are now visible on every advertising medium: television, radio, billboards, and magazines (Redenbach, 1999).
Get the endorser
's company on your side as well: Testimonials often get bogged down in corporate red tape, Katz points out, because big companies think endorsements create potential legal liabilities.
Last week, at the media launch of Dingdong Dantes as endorser
for the Mesa chain of modern Filipino restaurants, I received an explanation.
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.
Using SIT (Social Identity Theory) as its theoretical framework, this study aimed to explore the relationship between ethnic identities (mono- and bi-ethnic) and consumers' attitudes towards the ad and product, as well as perceptions of the endorser
. As mentioned above, Jeremy Lin's self-described ethnic identity and the way the media have framed his ethnic identity offer the opportunity to test a real-case scenario about the potential effects of celebrity endorsers
' ethnic identity on consumers' reactions to the ad.
Therefore, the source endorser
and the purchase intentions are thought to be positively associated with each other.
If respondents viewed a celebrity differently in any dimension and by a significant margin, according to gender, those people were excluded as potential celebrity endorsers
. I selected Denzel Washington as the celebrity for the main study because, regardless of the respondents' gender, there were no significant differences in scores for him for familiarity, likeability, trustworthiness, and identification.
(1996) highlighted that endorsers
can alter consumer preferences and inevitably create a sense of willingness-to-purchase.
Sohail Ahmed Matin said, "Physiogel is a Skincare brand which is not only clinically proven and backed by its patented BioMimic Technology, but it is also a brand that has the power to remarkably improve people's lives and enable them to do more, feel better and live longer!" He also talked about influencer marketing being the latesttrend and how excited he was to see a successful partnership between Physiogel and its key brand endorsers
As longtime endorsers
of T-Mobile, our radio personalities have a genuine connection to the brand and with their local listeners, providing an ideal platform for T-Mobile to emotionally connect with consumers -- further reinforcing radio's tremendous value in the media mix."
and Canada now on the list of endorsers
, the initiative is supported by 18 governments of oil-producing countries, 20 oil companies, and 11 development institutions.