Evaluating and Prioritizing Effective Factors in Selecting Celebrity Endorsements for Advertising Campaigns from the Consumers' Point of View

Subject Areas : Jounal of Marketing Management

M. A. Abdolvand ¹ , A. Hoseinzadeh Emam ²

1 - استادیار، عضو هیئت علمی دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران
2 - دانش آموخته کارشناسی ارشد مدیریت اجرایی (گرایش بازاریابی)، دانشگاه آزاد اسلامی واحد علوم و تحقیقات، تهران، ایران

Received: 2014-06-29 Accepted : 2014-06-29 Published : 2014-06-22

Keywords: Celebrity endorsements, Celebrity controversy risk, Brand Image, Celebrity credibility, Celebrity-product match, References group,

Abstract :

Nowadays, the use of references group in product marketing and advertising is one of the major factors in companies' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products because of their special and unique abilities or characteristics. This study evaluate 11 factors of celebrities characteristics in order to figure out consumers believes and preferences. Finally, the factors that are effective in consumers' selection were identified and prioritized. In order to collect the required information, using questionnaire chosen 210 persons from 5  big area of Tehran ( north,south,west,east,center ) at cluster random sampling . Multiple regression with SPSS software was used for the data analysis. Study results showed that consumers' prioritizations are: celebrity popularity, multiple endorsements, celebrity-product match, celebrity credibility, celebrity physical attractiveness, celebrity-target audience, celebrity should be product user, celebrity controversy risk, previous endorsement, celebrity availability. Moreover 3 factors have significant effects that are: celebrity popularity, celebrity multiple endorsements, celebrity availability.