Fant used the Chosen event to learn what brands want out of endorsers
In the following research question, the term "relate to" pertains to participants' (1) identification with the endorser
and (2) level of ethnic self-referencing elicited by the ad.
According to Van der Waldt et al., (2009) trustworthiness is in fact the believability an endorser
possesses in the eyes of public.
The three factors were voters' party identification (Democrat or Republican), level of identification with a celebrity endorser
Source attractiveness focusses on an endorser
's physical attributes or characteristics (Erdogan 1999).
(3) If the advertiser does not have proof that the endorser
's experience represents what consumers will achieve by using the product, the advertisement must clearly and conspicuously disclose the generally expected results in the depicted circumstances.
In contrast to previous studies, the current research infers that the consistency or inconsistency between an endorser
's recommended party and a voter's party preference also denotes social distance between the voter and the party and therefore determines how voters construe party-related endorsement information and form related attitudinal responses.
A celebrity endorser
employed in an advertisement can be construed as a reference group or as its "personality." Firms invest substantial amounts of money to associate their brands and themselves with celebrity endorsers
has been recognized by the Environmental Protection Agency (EPA) for its numerous efforts in food recovery and waste by being bestowed with the 2012 Food Recovery Challenge Award for Endorsers
, awarded to companies that create a foundation of innovation and achievement that can serve as a model for other organizations as they pursue sustainable business practices.
We found that no existing service or tool actually took into account all the factors of selecting an endorser
. For instance, likeability and popularity alone will not tell you if an athlete aligns with a brand's core attributes or if the athlete has the influence to carry a particular campaign to solve business challenges.
A material connection exists when there is some sort of connection between the endorser
and the bank aside from the fact that the endorser
is doing the ad.
Now, a Carnegie Mellon University analysis of Nike's golf bail business relative to the company's continued support of Woods (Woods is an endorser
in this instance, not a licensor) suggests that while Nike lost some customers because of Woods's behavior, it would have lost even more had it abandoned him.