Celebrities in advertising

The use of celebrities in advertising practice (celebrity endorsements) is widespread all over the world. The question of the effectiveness of celebrity endorsers - be they actors, musicians, athletes, models or instagram stars - is controversial in research and practice. Their use bears the danger that the brand will not receive enough attention due to the recognition of the celebrity and that the ad will only serve the celebrity, but not the advertising company.

The aim of the research project on celebrity advertising is to provide answers to the question of whether and under what circumstances the use of celebrity endorsers in advertising has advantageous or disadvantageous effects on central factors of advertising success, such as the attention, attitude and memory of consumers, and thereby to provide recommendations for the use of celebrities in advertising practice.

Recommended starting literature:

  • Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663.

  • Erfgen, C., Zenker, S., & Sattler, H. (2015). The vampire effect: When do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2), 155–163.

  • Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55–7

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