A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects
This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor. In...
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| Format: | Article |
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Taylor & Francis
2015
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| Online Access: | https://eprints.nottingham.ac.uk/47519/ |
| _version_ | 1848797565819027456 |
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| author | Bergkvist, Lars Hjalmarson, Hanna Mägi, Anne W. |
| author_facet | Bergkvist, Lars Hjalmarson, Hanna Mägi, Anne W. |
| author_sort | Bergkvist, Lars |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor. In a survey study, respondents evaluated four celebrity endorsement campaigns. Mediation analyses show that attitude towards the endorsement mediates the effects of three variables on brand attitude; these variables are celebrity expertise, celebrity–brand fit, and perceived celebrity motive. Moreover, results show that if consumers perceive that the celebrity was motivated to do the endorsement not only by money but also by product quality, this has a significant positive effect on attitude towards the brand. |
| first_indexed | 2025-11-14T20:05:54Z |
| format | Article |
| id | nottingham-47519 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:05:54Z |
| publishDate | 2015 |
| publisher | Taylor & Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-475192020-04-29T15:12:01Z https://eprints.nottingham.ac.uk/47519/ A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects Bergkvist, Lars Hjalmarson, Hanna Mägi, Anne W. This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor. In a survey study, respondents evaluated four celebrity endorsement campaigns. Mediation analyses show that attitude towards the endorsement mediates the effects of three variables on brand attitude; these variables are celebrity expertise, celebrity–brand fit, and perceived celebrity motive. Moreover, results show that if consumers perceive that the celebrity was motivated to do the endorsement not only by money but also by product quality, this has a significant positive effect on attitude towards the brand. Taylor & Francis 2015-04-07 Article PeerReviewed Bergkvist, Lars, Hjalmarson, Hanna and Mägi, Anne W. (2015) A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35 (2). pp. 171-184. ISSN 1759-3948 Advertising; Marketing communications; Celebrity endorsements; Brand attitude; Mediation analysis https://www.tandfonline.com/doi/full/10.1080/02650487.2015.1024384 doi:10.1080/02650487.2015.1024384 doi:10.1080/02650487.2015.1024384 |
| spellingShingle | Advertising; Marketing communications; Celebrity endorsements; Brand attitude; Mediation analysis Bergkvist, Lars Hjalmarson, Hanna Mägi, Anne W. A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects |
| title | A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects |
| title_full | A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects |
| title_fullStr | A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects |
| title_full_unstemmed | A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects |
| title_short | A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects |
| title_sort | new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects |
| topic | Advertising; Marketing communications; Celebrity endorsements; Brand attitude; Mediation analysis |
| url | https://eprints.nottingham.ac.uk/47519/ https://eprints.nottingham.ac.uk/47519/ https://eprints.nottingham.ac.uk/47519/ |