This paper presents a narrative review of celebrity endorsement research. The review identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign management, financial effects, celebrity persuasion, non-evaluative meaning transfer, and brand-to-celebrity transfer). A review of the research in each area identifies key findings, conflicting results, and research gaps. In addition, this paper reviews the celebrity endorsement literature with a focus on the psychological processes underlying celebrity endorsement effects that has been put forward in the literature. Based on the review an agenda for future research is offered.

Celebrity endorsements: a literature review and research agenda

Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads

Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework

Service organizations, emboldened by the imperative to innovate, are increasingly introducing robots to frontline service encounters However, as they augment or substitute human employees with rob

https://journals.sagepub.com/doi/pdf/10.1177/1094670520933354

Replaced by a Robot: Service Implications in the Age of the Machine

We examine the differential effects of ad novelty and message usefulness—frequently conceptualized as the two major dimensions of ad creativity—on the following variables: attitude toward the ad, attitude toward the brand, brand trust, ad recall, and brand recall. Novelty and usefulness influence attitude toward the brand, but only usefulness influences brand trust. Both relationships are mediated by attitude toward the ad. We also investigate how novelty and usefulness influence recall by both type (brand and ad) and duration (short term and long term). We find that novelty leads to better short-term ad recall, whereas usefulness leads to better short-term and long-term brand recall.

The Differential Effect of Ad Novelty and Message Usefulness on Brand Judgments

In this conceptual paper, the authors review literature on how consumers react when a piece of brand communication is incongruent with established brand associations. Although brand experts typically criticize such brand image incongruity, it is a fact that companies do communicate in a way that challenges existing associations, for example in advertising or when launching brand extensions. The article integrates previous work—which has been scattered across several poorly connected domains—into a coherent framework. The authors propose effects of brand image incongruity on consumers' processing and evaluation. They also identify marketing implications and avenues for future research. The propositions imply opportunities for brand management, thus suggesting the need for a balanced view on brand image incongruity.




Copyright © 2006 John Wiley & Sons, Ltd.

When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity

In this article, we add to the research on information incongruency in advertising with two studies of ad-brand incongruency. In the first study, subjects were exposed to either an ad that was cong ...

Effects of ad-brand incongruency

Literature on celebrity endorsements indicates that communications effects are improved when there is a fit, or match-up, between the endorser and the brand. This notion should be particularly relevant to new brands. For established brands, on the other hand, it might actually be more beneficial to select a celebrity endorser with a less than perfect match with the brand. Building on schema congruity theory, this article suggests that selecting a brand-incongruent endorser improves communication effects. Results show that brand-incongruent celebrity endorsers generate longer ad viewing times, higher brand attitudes and brand interest, higher purchase intentions, and more positive word-of-mouth communication.

Revisiting the Match-Up Hypothesis: Effects of Brand-Incongruent Celebrity Endorsements

This is a thesis on how established brands can enhance their strength, interestingness, and vitality. A threat to contemporary established brands is that they may in fact be too well established to be interesting and stimulate curiosity among consumers. A managerial fixation in maintaining consistency in brand communications may have put a straitjacket onto advertising executions for established brands. Therefore, managers for established brands facing communication objectives of enhanced salience in memory, better top-of-mind awareness, and greater consumer interest in the brand, may need to devise communication strategies in ways which are different – and even considerably different – from what they used to execute in the past. This thesis examines one such way – communications which are incongruent with consumers' established brand associations.In this thesis, I seek to challenge the popular adage in maintaining consistency in brand communications, by examining effects of brand incongruent communications for established brands from a schema congruity theory perspective. I do this in a series of six articles, each highlighting different types of brand-incongruent communication elements and effects on consumer memory and evaluations. Whereas conventional advertising wisdom, as well as traditional literature on brand management, would discourage a conduct which goes against established brand associations, this thesis argues that – for established brands – the employment of communication executions which challenge existing brand associations may actually improve marketing communication effectiveness.The aim of this thesis is to spur insight among academics and practitioners into the advancement of established brands. I argue that methods, which are successful to build brand equity for new brands, may be less effective when the objective is to enhance brand equity and consumer interest in already well established brands. The results of the studies presented in this thesis imply that the popular tendency of embracing consistency in brand communications may have to be revisited since brand-incongruent communications can generate more attention, better memory of ads and brands, improve evaluations and purchase intentions, as well as enhance brand associations and brand interest.

Effects of brand incongruent advertising in competitive settings

The novel Coronavirus (SARS-CoV-2) and the associated Coronavirus disease (COVID-19) has in early 2020 rapidly spread to become one of the biggest global public health crises in a century, with global economic impacts and supply chain shocks never before seen in modern history. Most countries have responded with drastic measures, and at the time of writing this 3.9 billion people – half the world s population – are under lockdown or government-imposed mobility restrictions. Sweden can be seen as a case of special interest as unlike most other EU countries, Sweden has not ordered a lockdown, instead following a soft approach, issuing recommendations and calling for citizens to ‘take responsibility’ and to follow government guidelines. While global policies and interventions differ, most policymakers struggle with a lack of timely indicators, specifically with regards to public responses and behaviors. Here we describe a new project in which we combine data and insights from private sector partners in retail and telecom to provide new insights in public behavioral dynamics with a specific focus on mobility, consumption, and hoarding behaviors e.g. bulk buying. In doing so, we highlight the value that private companies can provide in terms of high-resolution insights into public behaviors and responses to government guidelines during crisis. Specifically, for infectious diseases such as COVID- 19, we can see that private sector data can provide timely and disaggregated insights on different segments of the public, specifically such age groups designated as high-risk and thus considered more vulnerable. This working paper will be continuously updated as new insights are produced in order to provide relevant insights that can hopefully assist in supporting more facts-based decision making for the public good.

Private Sector Data for Understanding Public Behaviors in Crisis: The Case of COVID-19 in Sweden

Handle everyday research tasks with reliable, citation-backed results

Your personal Research Agent to handle research tasks with citation-backed results

Popular Tasks used by Researchers

How can I help with your research?

Meet SciSpace

Get more enhanced response by uploading the PDFs you want me to reference.

No relevant PDFs in your library

SciSpace is the AI research assistant for academics. Run systematic literature reviews on 280M+ papers, and write papers with cited sources. Trusted by 1M+ students, PhDs & researchers.

SciSpace | AI for Research

Analyze PDFs

Code & Manuscripts

Funding & Grants

Literature & Patents

Medical & Clinical Data

Systematic Review

Visualize & Present

Web & Data

Build a Google Scholar-like website for your research.

Build a website

Create charts and images for your research

Create a Chart

Write a paper for submission to a journal

Draft a manuscript

Patent Search

Design eye-catching scientific posters in minutes.

Scientific Poster Generation

Systematic Literature Review

One task is running at the moment. Your messages will be shown right after.

Drag and drop or click here to browse

Loved by <highlight>1 million+</highlight> researchers

Extract a list of specific topics and their sources from unstructured text

Topics

Compare and analyze relevant papers that matches with your search

Papers

Get insights from PDFs and bookmarked papers from your library

My library

Recent searches

Try searching for:

Catch AI-generated content in scholarly and non-scholarly content

{ai} Detector

Ai Writer

Get PDF Summaries, highlighted text explanations 

Chat with PDF

Effortlessly create in-text citations and bibliographies in APA and 2,500 other formats

Citation generator

Get explanations, summaries, and answers on academic papers

Ease up your research workflow with {scispace}'s cohort of exciting AI tools

Elevate your academic writing skills and convey your ideas the way you want

Paraphraser

Explore our range of reading and writing tools

Your file is being prepared and should be ready in a few minutes. If it's a large file, it might take a bit longer. You can close this window, and we'll email you the file when it's done.

You have reached a maximum limit of <strong>{limit}</strong> columns in the table. Remove at least <strong>1</strong> column to add or create another one.

Fredrik Törn

Author Tools

Chat about Author