Exploring the relationship between celebrity endorser effects and advertising effectiveness: a quantitative synthesis of effect size
Clinton AmosAugusta State University
Gary HolmesDrury University
David StruttonUniversity of North Texas
About 25% of US advertisements employ celebrity endorsers (Shimp 2000). These actions suggest many US firms have bought into the premise that celebrity endorsers positively impact consumer attitudes towards an advertisement and the associated brand, consumers' purchase intention, as well as other measures of effectiveness (Kaikati 1987; Ohanian 1991; Tripp et al. 1994; Goldsmith et al. 2000; Erdogan et al.2001). There is substantial...