Matching Product Attributes to Celebrities Who Reinforce the Brand: An Innovative Algorithmic Selection Model

Recent studies have revealed that a celebrity's endorsement of a product or service positively influenced the purchase intention of the consumer.

Matching Product Attributes to Celebrities Who Reinforce the Brand: An Innovative Algorithmic Selection Model

Moti Zwilling

Netanya Academic College

Gila E. Fruchter

Bar-Ilan University

Management slant

  • This study uses an optimal product design methodology to explore how marketers can best match an advertised product to a celebrity.
  • The model's optimization results support, in some cases, the more arbitrary traditional decision-making processes of marketing enterprises.
  • The authors' findings constitute a practical guide for marketers to effectively identify celebrity attributes and, further, find the most appropriate celebrity to effectively endorse a product.
  • Ultimately, this model makes it possible-even prior to the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands