The Main Models Within Celebrity Endorsement

Get Complete Project Material File(s) Now! »

Underlying Factors

 Identification

If an individual or group is concerned with its social status they tend to identify with the influencing source. An influencing source’s power descends from attractiveness, attractiveness in that sense of the set of qualities that makes a continued relationship to one person particularly desirable. An attractive source manifest what an individual or group concerned with its social status desires or seeks to maintain, and they adapt their behaviour in order to match this or to fit in social situations. Especially under presence of their influencing source where individuals can act out social roles consciously or unconsciously. This type of identification behaviour will remain until it no longer is seen as the best way towards the establishment or maintenance of satisfying outlined relationships (Kelman, 1961). In accordance to celebrity endorsement this means that when an endorser is seen as attractive he/she has the power to influence attitude and opinion change among consumers regarding a product when a salient connection exists between the endorser and the product (Hunter, 2010). According to Friedman & Friedman (1979) this may be the process leading to persuasion by a celebrity endorser. The conclusion is that individuals identify and try to emulate attractive people’s behaviour, and in the case of an attractive endorser he/she has influence over recipients (Kelman, 1961; Hunter, 2010).

Internalisation

Kelman (1961) argues that individuals who think that their behaviour is equivalent with their values often adopt internalisation, a form of influence. When an influencing source generate internalisation in a receiver it is related to credibility, and the source is credible if his/her statements are valid, truthful and worthy a serious consideration. Credibility relates to whether the source is trustworthy or an expert in the field. Trustworthy in this sense is whether the source is likely to tell the truth, and expert is whether the source knows the truth. An individual’s behaviour will continue as long as it maximizes the individual’s values after being internalised an induced response (Kelman, 1961). It is further argued that celebrity endorsers can generate internalisation and identification, and if they are seen as trustworthy or experts in the product category being endorsed they provoke internalisation in consumers (Hunter, 2010).

The Source Attractiveness Model

The attractiveness model is McGuire’s (1985) theory about gaining efficiency from celebrity status and physical attractiveness. This model is not all about physical attractiveness though; a message’s effectiveness also depends on the similarity, likeability and familiarity the receiver feels towards the source. Similarity is about the resemblance between the source and the receiver, likeability is about the devotion for a source depending on his/her behaviour and physical attractiveness, and familiarity is about the knowledge a receiver has of the source through previous exposure (McGuire, 1985). Other attributes that receivers’ feels about a source are for example personality properties, athletic prowess, lifestyles or intellectual skills (Erdogan, 1999). These factors are demonstrated to change beliefs among consumers, form positive stereotypes and generate stronger purchase intentions (Debevek & Kernan, 1984; Friedman, Termini & Washington, 1976).
Generally, it is assumed that the effectiveness of persuasive communications is determined by physical attractiveness through identification, as described above. It is also measured that an attractive celebrity generates greater recall for a brand compared to an unattractive one (Erdogan, 1999; Hunter, 2010). However, according to the Elaboration Likelihood Model (ELM) persuasion under high and low involvement conditions varies, for example the quality of arguments has greater impact when involvement is high, whereas peripheral cues such as source attractiveness have greater impact on persuasion under low involvement conditions. Hence, the efficiency of the source attractiveness model may differ depending on the involvement conditions (Erdogan, 1999).

READ  The effects of nostalgic advertising on brand attitude and purchase intention

 The Source Credibility Model

The credibility model is a more established model than the attractiveness model (Hunter, 2010) and was developed by Hovland, Janis & Kelly (1953). The model argues that the expertise and trustworthiness of an endorser are dependent for the effectiveness of the message (Hovland et al., 1953). A credible source can have influence on consumers’ opinions, beliefs, attitudes and in the end behaviour through internalisation (Ohanian, 1991; Solomon, 1996; Erdogan, 1999). Further, Hunter (2010) states that source credibility is argued to improve consumer confidence, improve consumers reactions towards a brand, alter negative predispositions, and that a credible source is more effective at endorsement.

1 Introduction 
1.1 Preface
1.2 Background
1.3 Problem
1.4 Purpose
1.5 Definitions
2 Frame of Reference
2.1 Celebrity Endorsement .
2.2 The Main Models Within Celebrity Endorsement
2.3 An Integrated Approach
3 Method & Data Collectio
3.1 Methodology
3.2 Method
3.3 Method of Analysis
3.4 Delimitations
4 Findings
4.1 Interview with Volvo Cars Sweden
4.2 Interview with Nybergs Bil
4.3 Interview with Bilia
5 Analysis 
5.1 Reason to Choose Celebrity Endorsement
5.2 Celebrity Endorsement’s Impact
5.3 Volvo’s Strategy
6 Discussion
7 Conclusion 
References
Appendices

GET THE COMPLETE PROJECT
Celebrity Endorsement’s Impact on Brand Image and Sales

Related Posts