The effectiveness of celebrity endorsements: a meta-analysis
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Abstract
Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. Findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. The most positive attitudinal effect appeared for male actors who match well with an implicitly endorsed object (d = .90). The most negative effect was found for female models not matching well with an explicitly endorsed object (d =…
Citation impact
560
total citations
- FWCI
- 50.85
- Percentile
- 100%
- References
- 149
Citations per year
Authors
2Topics & keywords
Topics
Keywords
- Meta-analysis
- Psychology
- Advertising
- Profit (economics)
- Politics
- Quality (philosophy)
- Context (archaeology)
- Matching (statistics)
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