Factors predicting the effectiveness of celebrity endorsement advertisements

By D. Silvera, B. Austad. 2004

619 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9d9ba0649c5b5587f139ed275dc274191d0c9f74

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Citations in the corpus

The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “The nonsignificant interaction effect challenges the findings of Knott and St James (2004) and Silvera and Austad (2004) who found that when celebrities engulf themselves in negative publicity, they become less appealing.”
Celebrity endorsements versus created spokespersons in advertising: a survey among students (2011, background): “Silvera and Austad (2004, 1522) emphasised the importance of cultural characteristics within a given context.”
Examining the Effect of Endorser Credibility on the Consumers' Buying Intentions: An Empirical Study in Turkey (2014, background): “Companies use celebrities in order to sell their products to target market or change the behaviors of consumers (Byrne et al., 2003; Silvera and Austad, 2004).”
Fostering Parasocial Relationships with Celebrities on Social Media: Implications for Celebrity Endorsement (2017, background): “…endorsement has found that it has positive effects on brand awareness and loyalty (Miller & Laczniak, 2011), attitudes toward advertising messages (Silvera & Austad, 2004), the attention audiences pay to these messages (Buttle, Raymond, & Danziger, 2000; Dean & Biswas, 2001; Koernig & Boyd,…”
Influencer Marketing and Authenticity in Content Creation (2021, methodology): “Second, we contribute to the parasocial and authenticity literature (Giles, 2002) and attribution-based framework (Kapitan & Silvera, 2016; Silvera & Austad, 2004) by showing authenticity as a causal mechanism of endorser type on WTP.”
Exploring the relationship between celebrity endorser effects and advertising effectiveness (2008, background): “But others examined celebrity endorsement source effects across several measures, using two or more constructs categories to assess perceived celebrity endorsement effectiveness (Till & Shimp 1998; Silvera & Austad 2004 ).”
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, background): “Researchers have been concerned with celebrity endorsement that has positive effects on brand awareness and loyalty (Miller and Laczniak, 2011), attitudes toward advertising messages (Silvera and Austad, 2004), brand attitudes (Till et al., 2008), and brand awareness (Chan et al., 2013).”
Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements? (2017, background): “Celebrity credibility then influences many indicators of endorsement effectiveness, including brand, product, and advertising attitudes, as well as purchase intentions (Friedman & Friedman, 1979; Pornpitakpan, 2003; Silvera & Austad, 2004).”