Michael Jordan, Tiger Woods, Heidi Klum, Günther Jauch, Thomas Gottschalk, they have all something in common. They are famous due to their public appearance and achievements in sport, television, magazines etc. Additionally, all of them are promoting or endorsing prod-ucts. The use of famous spokesperson or celebrities in marketing communications in the United States is growing since the late 1970’s and has reached a percentage of nearly 25% at the end of the 1990’s. Statistics for the german market also suggest an increased use of fa-mous testimonials, although their percentage relative to other communication strategies is seen as lower. Some researchers contend a positive economic effect of celebrity endorse-ments despite they are very expensive. Noticing that endorsement contracts with celebrities are expensive raises several questions. What makes them so interesting for companies? Why are marketeers using celebrities instead of “normal” people? For executive directors it may be useful to know how the “right” celebrity could be selected from the big crowd of popular per-sons. Furthermore, which are the factors predicting wether a celebrity is effective or not as an endorser? From a more scientific point of view, it is interesting to shed light to the processes through which consumers perceive advertisements with celebrities.
As the title of this study suggests, these questions are answered in a somehow theoretical way, but with some practical conclusions. Chapter 2 explains to which extent the celebrity may be part of the communication process and which effectiveness criteria exist. Having defined and classified the main concepts of this paper in chapter 2, which are celebrity endorsement and schemas, some models that are related to celebrity endorsements are explained. Research of celebrity endorsement has focused mainly on four different approaches. First, the characteris-tics of an endorser as a source of information, divided in attractiveness (3.1) and credibility (3.2). Additionally, Match-Up between product and endorser characteristics are examined (3.3). Finally, in a more comprehensive model, researchers investigated in transfer of mean-ings from celebrities to products and then to consumers (3.4). This study will end with some limitations and expectations to further research.
Inhaltsverzeichnis (Table of Contents)
- 1 Preface
- 2 Celebrity Endorsement: the Conceptual Framework
- 2.1 Celebrities as Endorsers in the Communication Process
- 2.2 Effectiveness of Celebrity Endorsers
- 3 Models of Celebrity Endorsement
- 3.1 Source Attractiveness
- 3.2 Source Credibility
- 3.3 Match-Up Hypothesis
- 3.4 Meaning- Transfer Model
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to theoretically examine the effectiveness of celebrity endorsements in marketing communications, focusing on the processes through which consumers perceive advertisements featuring celebrities. It explores why companies use celebrity endorsements despite their high cost and seeks to identify factors predicting their effectiveness.
- The role of celebrities in the communication process
- Criteria for evaluating the effectiveness of celebrity endorsements
- Models explaining the impact of celebrity endorsements, including source attractiveness, credibility, and the match-up hypothesis
- The meaning-transfer model in celebrity endorsements
- Application of schema theory to understand consumer perception of celebrity endorsements.
Zusammenfassung der Kapitel (Chapter Summaries)
1 Preface: This introductory chapter sets the stage by highlighting the widespread use of celebrity endorsements in marketing, particularly in the US and Germany. It raises key questions about the reasons behind their popularity despite high costs and explores the need for understanding consumer perception of advertisements featuring celebrities. The chapter paves the way for a theoretical exploration of the topic, foreshadowing the models and frameworks that will be examined in subsequent chapters.
2 Celebrity Endorsement: the Conceptual Framework: This chapter lays the groundwork by defining and classifying key concepts. It explores the role of celebrities within the communication process, specifically within print advertising, using Shannon and Weaver's model as a foundation. Different types of endorsers (celebrity, expert, typical consumer) are distinguished, and the chapter delves into the effectiveness criteria for evaluating the impact of celebrity endorsements, emphasizing the importance of setting clear objectives and understanding the desired outcomes of such marketing strategies.
3 Models of Celebrity Endorsement: This chapter examines various models that attempt to explain the mechanisms behind successful celebrity endorsements. It explores four key approaches: the role of source attractiveness and credibility of the endorser; the "match-up" hypothesis, which considers the compatibility between the celebrity and the product; and the comprehensive meaning-transfer model, which traces the movement of meaning from celebrity to product and finally to the consumer. These models provide diverse perspectives on how celebrity endorsements influence consumer perception and purchasing decisions. The chapter likely presents these models and their strengths and weaknesses without forming a definitive conclusion on which model is best.
Schlüsselwörter (Keywords)
Celebrity endorsements, marketing communications, consumer perception, source attractiveness, source credibility, match-up hypothesis, meaning-transfer model, schema theory, brand image, brand equity, advertising effectiveness.
Frequently Asked Questions: A Comprehensive Language Preview on Celebrity Endorsements
What is the main topic of this document?
This document provides a comprehensive preview of a study on celebrity endorsements in marketing communications. It examines the effectiveness of celebrity endorsements, exploring the theoretical frameworks and models that explain how consumers perceive and respond to advertisements featuring celebrities.
What are the key themes explored in this study?
The key themes include the role of celebrities in the communication process, criteria for evaluating endorsement effectiveness, models explaining the impact of celebrity endorsements (source attractiveness, credibility, match-up hypothesis, meaning-transfer model), and the application of schema theory to understand consumer perception.
What models of celebrity endorsement are discussed?
The study explores four key models: source attractiveness, source credibility, the match-up hypothesis (compatibility between celebrity and product), and the meaning-transfer model (meaning transfer from celebrity to product to consumer). The document analyzes the strengths and weaknesses of each model without necessarily concluding which is superior.
What is the purpose of the study?
The study aims to theoretically examine the effectiveness of celebrity endorsements in marketing communications, focusing on how consumers perceive advertisements featuring celebrities. It investigates why companies use celebrity endorsements despite their high cost and aims to identify factors predicting their effectiveness.
What are the key chapters covered in the preview?
The preview includes summaries of three main chapters: A preface introducing the topic and its relevance; a chapter establishing a conceptual framework for understanding celebrity endorsements; and a chapter dedicated to reviewing various models explaining the impact of celebrity endorsements.
What is the significance of the meaning-transfer model?
The meaning-transfer model is a key model discussed in the study, tracing the movement of meaning from the celebrity endorser to the product and finally to the consumer. It provides a comprehensive framework for understanding how celebrity endorsements influence consumer perception and purchase decisions.
What keywords are associated with this study?
Keywords include: Celebrity endorsements, marketing communications, consumer perception, source attractiveness, source credibility, match-up hypothesis, meaning-transfer model, schema theory, brand image, brand equity, advertising effectiveness.
What is included in the Table of Contents?
The table of contents includes a preface, a chapter on the conceptual framework of celebrity endorsements (covering celebrities' roles in communication and effectiveness criteria), and a chapter on models of celebrity endorsement (including source attractiveness, credibility, match-up hypothesis, and the meaning-transfer model).
Who is the intended audience for this document?
The intended audience appears to be academics and researchers interested in marketing communications, celebrity endorsements, and consumer behavior. The preview's structured format suggests its use for academic purposes, such as analyzing themes in a professional manner.
Where can I find more information?
The preview provides a summary of a larger study. To access the complete study, additional information would be needed from the publishing company.
- Quote paper
- Matthias Röderstein (Author), 2005, Celebrity Endorsements: Theoretical Explanations of Meaning Transfer - and Schema-based-Models - Recent Developments, Munich, GRIN Verlag, https://www.grin.com/document/47992