Celebrity endorsements: a literature review and research agenda

By L. Bergkvist, Kris Qiang Zhou. Leveraged Marketing Communications, 2016

500 citations recorded by the source corpus.

This paper presents a narrative review of celebrity endorsement research. The review identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign management, financial effects, celebrity persuasion, non-evaluative meaning transfer, and brand-to-celebrity transfer). A review of the research in each area identifies key findings, conflicting results, and research gaps. In addition, this paper reviews the celebrity endorsement literature with a focus on the psychological processes underlying celebrity endorsement effects that has been put forward in the literature. Based on the review an agenda for future research is offered.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/41aa17f914e3a991f1f62b47bf754df0833e873f

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Citations in the corpus

Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Bergkvist and Zhou [54] indicated that celebrity endorsements can exert positive impacts on people’s good impression of a promoted item.”
When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019, background): “The effectiveness of brand endorsement is well documented in the literature (Petty, Cacioppo, and Schumann 1983; Ohanian 1990; Bergkvist and Zhou 2016), providing insights into source effects, underlying endorsement processes, and the conditions under which the effects may be strengthened.”
The effectiveness of celebrity endorsements: a meta-analysis (2016, background): “In addition, various advertising studies have shown that the effectiveness of advertisements varies across time (Bergkvist and Zhou 2016).”
Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit (2019, background): “In general, research on endorsement effects has shown that consumers are more likely to positively evaluate brands and products endorsed by people that they perceive to be credible (Erdogan 1999; Bergkvist and Zhou 2016).”
Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness (2021, background): “Hence, the non-evaluative meaning transfer remains a topic that demands more empirical testing and exploration (Bergkvist and Zhou 2016).”
Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? (2017, background): “…with brands for celebrity endorsement, the association with a celebrity does not automatically benefit the brands (Zhou &Whitla, 2013), and a clear understanding of the mechanisms that underlie endorsement effects remains an important goal for managers and researchers (Bergkvist & Zhou, 2016).”
The Perceived Fit between Instagram Influencers and the Endorsed Brand (2019, background): “It would be relevant to know, however, whether a slight mismatch would have the same negative consequences that have been reported in studies of regular endorsement (Amos, Holmes, and Strutton, 2008; Bergkvist and Zhou, 2016) or whether”