A new endorser effectiveness model, entitled The Endorser Sexpertise Continuum, is therefore proposed in this article because the need exists for a theoretical construct that considers both the roles of expertise and attractiveness in determining the effectiveness of celebrity endorsers for particular brands.
Implied in the proposed endorsement effectiveness model is the notion that celebrity endorsers can move along the continuum in either direction.
Simonin and Ruth found that product fit and brand fit are related positively to attitudes toward the brand alliance. However, those who continually see the local celebrity in a commercial for a certain product may be convinced to try the product.
Since these brand concepts are based on consumer needs, a closer look at consumer involvement and ways they process information may lead to a better understanding of this phenomenon.
Fifth, the paper provides discussion of how the Endorser Sexpertise Continuum incorporates brand concept types and matchup endorsement effectiveness. Where the money is.
However, she may not be perceived as an expert on cars, because while she looks beautiful in the car, the car is not connected to her physical beauty.
This is an acquirable skill that he teaches to consumers who purchase his exercise videos. The following sections discuss these premises in more detail.
Sloan Management Review, 36, Further exploration could also identify product categories and brands that would be considered inside and outside the area of expertise of each athlete celebrity, including the categorization of athlete endorsements by Fullerton and Merzwhich consists of alignment-based strategies and sports-based strategies.
But how much is a celebrity worth? Are celebrity endorsers really worth the trouble. International Journal of Sports Marketing and Sponsorship, 8, Each of these athletes anchors a different end of the continuum.
It might seem crazy to think LeBron deserves a pay raise from Nike until the endorsement figures are analyzed. This slogan was on the lid of an open shoebox with a pair of Nike football shoes in it. Both marketers and celebrities have much at stake in these endeavors and therefore should be keenly interested in factors that contribute to successful endorsements.
New direction for Red Bull sports marketing. Likewise, an athlete might be contracted to promote a certain brand of nutritional sports drink, giving the impression that his or her athletic physique and performance results from using a specific sports drink.
Models of Celebrity Endorser Effectiveness Most models of celebrity endorser effectiveness proposed by previous researchers have been based upon two basic models: Therefore, since a celebrity endorser is essentially a bundle of meanings that combine to form an overall image, a celebrity endorser can also be considered a brand.
Matching products with endorsers: When beauty may be only skin deep. For example, a small soap manufacturer might think about dropping a brand or product, especially if production and overhead costs are leaving little or no profit.
Forbes Asia, 4 12 The role of physical attractiveness and gender in response to motorsports sponsorships.
Product expertise versus professional expertise: Retrieved April 9,from:The purpose of this paper is to introduce the Endorser Sexpertise Continuum and its use in determining optimal fit between athlete celebrity endorsers and appropriate brands or products.
First, this paper defines celebrity endorsers and examines current models of endorser effectiveness. The purpose of this paper is to introduce the Endorser Sexpertise Continuum and its use in determining optimal fit between athlete celebrity endorsers and appropriate brands or products.
First, this paper defines celebrity endorsers and examines current models of endorser effectiveness. The two-time major champion is the only women’s golfer to crack this list of athlete endorsers.
Lewis followed up her LPGA Player of the Year award by being named Player of the Year again in Here are six celebrities and the companies they endorse. Michael Jordan InNike (NYSE: NKE) launched what would become the most successful athlete endorsement campaign in history. Companies often use celebrities as _____ to endorse products.
If this is the case, the FTC requires that the celebrity have the necessary_____ to be an expert. Why must businesses that use celebrity endorsers follow the rules and guidelines established by the Federal Trade Commission. Sports and Entertainment Marketing Chapter 4- LAP.
Jul 20, · That's why athletes are typically used to promote products used in their fields, such as sports drinks or recovery products. From the celebrity or athlete's perspective many times there has to be.Download