Abstract
Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage. This article indicates that the stated relation is mediated, both positively (advertisement empathy) and negatively (inferences of manipulative intent), resulting in two opposing effects. The relationship varies significantly, depending on the risk associated with the product category advertised. Whereas customer endorsements are preferable in product categories with high levels of social risk (e.g., sunglasses and luxury clothing), physically risky products (e.g., car maintenance and repairs) should be advertised through employee endorsements.
- Received June 3, 2019.
- Received (in revised form) December 7, 2020.
- Accepted February 19, 2021.
- Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 3
Jump to
- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- THEORETICAL BACKGROUND
- STUDY 1
- MODERATING EFFECT OF PRODUCT CATEGORY CHARACTERISTICS
- STUDY 2
- CONCLUSION AND IMPLICATIONS
- ABOUT THE AUTHORS
- Appendix A Stimuli, Study 1
- Appendix B Stimuli, Study 2
- Appendix C Regression Results: Purchase Intention Impact of Endorser Type (X1, X2) on Purchase Intention (Y)
- REFERENCES
- Figures & Data
- Info