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Erschienen in:
Consumers’ Responses to Private Labels: Evaluations Extrinsic Cues Imitations Kapitel lesen Erstes Kapitel lesen

2017 | OriginalPaper | Buchkapitel

Witty Celebrity-Endorsed Ads: Share and Share Alike

verfasst von : Jean-Eric Pelet, Jashim Khan, Kelly Cowart

Erschienen in: Advances in National Brand and Private Label Marketing

Verlag: Springer International Publishing

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Abstract

Actor George Clooney’s ‘What else?’ slogan is arguably the most memorable piece of Nespresso Coffee’s online advertising campaign. Like Clooney, an incredible number of celebrities now endorse a product or brand image. Viewers of the U.S.A.’s Super Bowl can attest to the public’s fondness for humorous ads. This research is a preliminary investigation of how consumers react to a celebrity endorsement in an online humorous ad. The objective of this study is to highlight how humor influences consumer attitude, how it affects the likelihood of an ad going viral, and whether it encourages the consumer to share the ad on social media. Exploratory research provides answers to these questions.

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Vorheriges Kapitel Premium Private Labels and PDO/PGI Products: Effects on Customer Loyalty
Nächstes Kapitel Complaining at the Store or Through Social Media: The Influence of the Purchase Channel, Satisfaction, and Commitment
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Metadaten
Titel
Witty Celebrity-Endorsed Ads: Share and Share Alike
verfasst von
Jean-Eric Pelet
Jashim Khan
Kelly Cowart
Copyright-Jahr
2017
Buch
Advances in National Brand and Private Label Marketing

Print ISBN: 978-3-319-59700-3

Electronic ISBN: 978-3-319-59701-0

Copyright-Jahr: 2017

DOI
https://doi.org/10.1007/978-3-319-59701-0_9