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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.

Authors

Lars Bergkvist lars.bergkvist@nottingham.edu.cn

Hanna Hjalmarson

Anne W. Mägi



Abstract

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.

Journal Article Type Article
Journal International Journal of Advertising
Print ISSN 0265-0487
Electronic ISSN 1759-3948
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 35
Issue 2
APA6 Citation Bergkvist, L., Hjalmarson, H., & M├Ągi, A. W. (in press). 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), doi:10.1080/02650487.2015.1024384
DOI https://doi.org/10.1080/02650487.2015.1024384
Keywords Advertising; Marketing communications; Celebrity endorsements; Brand attitude; Mediation analysis
Publisher URL https://www.tandfonline.com/doi/full/10.1080/02650487.2015.1024384

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