Immediate and delayed advertising effects of celebrity endorsers' attractiveness and expertise

Martin Eisend and Tobias Langner

Previous research on advertising effectiveness of celebrity endorsers has applied immediate measures only and neglected delayed effects, although the literature suggests that endorser traits, such as attractiveness or expertise, trigger either cognitive or affective processes that do not necessarily occur immediately and simultaneously.

Immediate and delayed advertising effects of celebrity endorsers attractiveness and expertise

Martin Eisend

European University Viadrina

Tobias Langner

Bergische University Wuppertal

Introduction

Companies invest considerable amounts of money to align their brands with famous endorsers. The use of celebrities as spokespeople is a popular advertising tool and its application has increased remarkably over the past decades (Erdogan 1999). Numerous companies use celebrities to promote their products and brands. Some firms such as Omega rely almost exclusively on celebrities like Michael Schumacher, Pierce Brosnan or George Clooney in order to advertise their brands. The success of celebrity endorsement is backed by...

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