Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Bücher
Zeitschriften
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
MTZ-Fachkongress

Antriebe und Energiesysteme von morgen


Austausch von Automobil- und Energiewirtschaft

Am 14./15. Mai geht es in Chemnitz um die Mobilitätswende durch Elektro- und Wasserstofffahrzeuge.
Erweiterte Suche
Anmelden
nach oben
International Review on Public and Nonprofit Marketing
Erschienen in: International Review on Public and Nonprofit Marketing 2-4/2019

07.06.2019 | Original Article

An exploratory study on perception of celebrity endorsement in public services advertising

verfasst von: Kara Chan, Ting Zhang

Erschienen in: International Review on Public and Nonprofit Marketing | Ausgabe 2-4/2019

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

An exploratory qualitative study was conducted to examine how young adults perceive the mechanism of creation and the influence of celebrity endorsement in public services advertising. Face-to-face interviews were carried out with 29 persons aged 18 to 24 recruited through a quota sampling. Interviewees were asked to recall a government public services advertisement with celebrity endorsement, and report why they found them memorable. Results indicated that the main reasons for finding the advertisements memorable were attributed more to slogans, repetition, and personal relevance than to the performances of the celebrities. Interviewees expected celebrities in PSA to be morally sound. Interviewees perceived strongly that self-interest motivates celebrities to appear in social services advertisements. Based on the results, public services marketers should put emphasis on visual and verbal elements of PSA. Efforts should be made to recruit celebrities that are close to the public. Ficitious characters may be explored in the future as an alternative to celebrity endorsement in the PSA context.
Vorheriger Artikel Consumer experience and the valued elements in the three phases of purchase of a cultural event
Nächster Artikel The impact of choice factors on international students’ loyalty mediated by satisfaction

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Literatur
Authors. (2019). Communication strategies employed by social services advertisements in Hong Kong. Unpublished raw data.
Becker-Olsen, K. L., Cudmore, A. B., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53.CrossRef
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 1–22.CrossRef
Bergkvist, L., Hjalmarson, H., & Mägi, A. (2016). A new model of how celebrity endorsements work: Attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35(2), 171–184.CrossRef
Bernard, H. R., & Ryan, G. W. (2010). Analyzing qualitative data: Systematic approaches. Thousand Oaks: Sage Publications.
Brace-Govan, J. (2013). More diversity than celebrity: A typology of role model interaction. Journal of Social Marketing, 3(2), 111–126.CrossRef
Cannell, C. F., & Kahn, R. L. (1968). Interviewing. In G. Lindzey & E. Aronson (Eds.), The handbook of social psychology (2nd ed., pp. 526–595). Oxford: Addison-Wesley.
Casais, B., & Proença, J. F. (2012). Inhibitions and implications associated with celebrity participation in health-related social marketing: An exploratory research focused on HIV prevention in Portugal. Health Marketing Quarterly, 29(3), 206–222.CrossRef
Chan, K. (2010). Young people and public service advertising. In K. Chan (Ed.), Youth and consumption (pp. 202–223). Hong Kong: City University of Hong Kong Press.
Chan, K., Ng, Y., & Luk, E. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167–179.CrossRef
de los Salmones, M., Dominguez, R., & Herrero, A. (2013). Communication using celebrities in the non-profit sector. International Journal of Advertising, 32(1), 101–119.CrossRef
Driessens, O., Joye, S., & Biltereyst, D. (2012). The X-factor of charity: A critical analysis of celebrities’ involvement in the 2010 Flemish and Dutch Haiti relief shows. Media, Culture and Society, 34(6), 709–725.CrossRef
Eisend, M., & Langner, T. (2010). Immediate and delayed advertising effects of celebrity endorsers’ attractiveness and expertise. International Journal of Advertising, 29(4), 527–546.CrossRef
Ellen, P. S., Webb, D. J., & Mohr, L. A. (2006). Building corporate associations: Consumer attributions for corporate socially responsible programs. Journal of the Academy of Marketing Science, 34(2), 147–157.CrossRef
Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of Consumer Research, 14(4), 548–565.CrossRef
Forehand, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349–356.CrossRef
Information Services Department. (2013). Public Service Advertising: TV APIs. Guest lecture by Brett Free and Pamela Chan, Hong Kong Baptist University, November 4.
John, D. R. (1999). Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research, 26(3), 183–213.CrossRef
Kelley, H. H. (1973). The processes of causal attribution. American Psychologist, 28(2), 107–128.CrossRef
Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55–75.CrossRef
Kumar, N. A., & Pushpendra, K. (2018). Use of celebrity in social marketing: An empirical study of the attraction phenomenon. Training and Development Journal, 9(2), 166–176.CrossRef
Lafferty, B. A., & Goldsmith, R. E. (1998). Corporate credibility’s role in consumers’ attitudes and purchase intentions when a high versus a low credibility endorser is used in the ad. Journal of Business Research, 44(2), 109–116.CrossRef
Leung, V. S. Y., & Cheng, K. (2016). Public's perception of celebrities with serious illness in Hong Kong and the impact of media stories of ill celebrities on health awareness and behavior. Journal of Communication in Healthcare, 9(4), 256–266.CrossRef
Marshall, C., & Rossman, G. B. (1999). Designing qualitative research (3rd ed.). Thousand Oaks: Sage Publications.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.CrossRef
McGuire, W. J. (1985). Attitudes and attitude change. In G. Lindzey & E. Aronson (Eds.), Handbook of social psychology (Vol. 2, 3rd ed., pp. 233–346). Hillsdale: Lawrence Erlbaum Associates.
Miller, F. M., & Allen, C. T. (2012). How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands. Journal of Consumer Psychology, 22(3), 443–452.CrossRef
Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159–173.CrossRef
Neuman, W. L. (2003). Social research methods: Qualitative and quantitative approaches. Boston: Allyn and Bacon.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46–54.
Patel, J. D., Gadhavi, D. D., & Shukla, Y. S. (2017). Consumers’ responses to cause related marketing: Moderating influence of cause involvement and skepticism on attitude and purchase intention. International Review on Public and Nonprofit Marketing, 14(1), 1–18.CrossRef
Rifon, N., Choi, S. M., Trimble, C. S., & Li, H. (2004). Congruence effects in sponsorship: The mediating role of sponsorship and consumer attributions of sponsor motive. Journal of Advertising, 33(1), 29–42.CrossRef
Rossiter, J. R., & Smidts, A. (2012). Print advertising: Celebrity presenters. Journal of Business Research, 65(6), 874–879.CrossRef
Samman, E., Auliffe, E. M., & MacLachlan, M. (2009). The role of celebrity in endorsing poverty reduction through international aid. International Journal of Nonprofit and Voluntary Sector Marketing, 14(2), 137–148.CrossRef
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909.CrossRef
Strauss, A. L. (1987). Qualitative analysis for social scientists. Cambridge: Cambridge University Press.CrossRef
Thamaraiselvan, N., Arasu, B. S., & Inbaraj, J. D. (2017). Role of celebrity in cause related marketing. International Review on Public and Nonprofit Marketing, 14(3), 341–357.CrossRef
Toncar, M., Reid, J. S., & Anderson, C. E. (2007). Effective spokespersons in a public service announcement: National celebrities, local celebrities and victims. Journal of Communication Management, 11(3), 258–275.CrossRef
Wong, W. S. (2006). Political ideology in Hong Kong’s public service announcements. In K. Chan (Ed.), Advertising and Hong Kong society (pp. 55–76). Hong Kong: Chinese University Press.
Metadaten
Titel
An exploratory study on perception of celebrity endorsement in public services advertising
verfasst von
Kara Chan
Ting Zhang
Publikationsdatum
07.06.2019
Verlag
Springer Berlin Heidelberg
Erschienen in
International Review on Public and Nonprofit Marketing / Ausgabe 2-4/2019
Print ISSN: 1865-1984
Elektronische ISSN: 1865-1992
DOI
https://doi.org/10.1007/s12208-019-00225-3

Weitere Artikel der Ausgabe 2-4/2019

International Review on Public and Nonprofit Marketing 2-4/2019 Zur Ausgabe

Original Article

Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm

Original Article

The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case

Original Article

Consumer experience and the valued elements in the three phases of purchase of a cultural event

Original Article

The impact of choice factors on international students’ loyalty mediated by satisfaction

Original Article

Place branding and place marketing: a contemporary analysis of the literature and usage of terminology

Original Article

Investigating antecedents of social innovation in public sector using a service ecosystem lens