Of course, except for cartoon characters and posthumous celebrities, advertisers cannot control the personal lives of their endorsers
, and negative publicity surfaces on occasion in the lives of some.
The results showed that increased product awareness was the second most important reason companies choose celebrity endorsers
FILIPINO FAVORITES: Dingdong's entry as Mesa endorser
comes close on the heels of restaurant chain's 10th anniversary this year.
Fant used the Chosen event to learn what brands want out of endorsers
While previous studies have demonstrated the role that consumers' and endorsers
' ethnicity plays on ad perceptions, no published advertising study has explored bi-ethnic identities.
Various scholars (Goldsmith and Lafferty, 2000; Shimp, 2000; Zahaf and Anderson, 2008) have endorsed that credibility of advertisement and endorser
retains potential to enhance the inclination of consumers towards buying the product(s).
Hypothesis 1: After being exposed to celebrity endorsement of a candidate standing for the political party with which they identify, voters will tend to hold a more favorable attitude toward (a) the celebrity endorser
and (b) the endorsed political candidate than will voters who identify with the opposing party.
(2000) also affirmed that endorsers
are regarded as a dominant mechanism in promoting a product, as they can transfer their image to a specific product by transforming an unknown into a recognised product by driving positive feelings and purchase intention among the consumers.
of the initiative commit to ensuring that new oil fields will be developed without routine flaring.
I Asked My Endorsers
to Make the Disclosures, So I'm Done, Right?
Other celebrity endorsers
of Under Armour include former Olympic downhill champion Lindsey Vonn tennis player Sloane Stephens and golfer Jordan Spieth.
A rich literature on spokespersons and endorsers
and their effects on consumer/commercial marketing and marketing communication is present (e.g., Aggarwal-Gupta & Dang, 2009; Chou, Lien, & Liang, 2011; Tsai & Jhuo, 2013).