The respondents were first asked to give their general feelings about the celebrity endorser
(likeability and credibility).
Congruency between an endorser
and the product is vital to achieve excellent results.
A posting on a Twitter homepage stating that the endorser
is affiliated with a company, the FTC says, is not sufficient.
expertise is an important determinant of political endorsement effects (Henneberg & Chen, 2008).
A celebrity endorser
employed in an advertisement can be construed as a reference group or as its "personality.
The use of an athlete endorser
is meant to enhance the potential success of the initiative.
The way female athletes are being used as endorsers
negatively impacts their effectiveness and reduces wider opportunities for other female athletes," Antil said.
The congruence between the findings seems to suggest that the popularity of a celebrity is the primary criterion that Chinese marketers and advertisers use to select a celebrity endorser
The company has reported that celebrity endorser
, Trishelle Cannatella, has won the USD1,000 + USD70 Texas Hold'em tournament.
Unless background beliefs already provide it strong support, endorsement without new information would seem to discredit the endorser
If the endorser
does not complement the product, brand or advertising theme, the campaign is unlikely to be successful (Misra & Beatty, 1990).
On occasion, the endorser
is valuable because of his or her specific expertise.