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 launch of the campaign-to predict the efficacy of the match between the celebrity and the product promotion with a higher level of accuracy, saving time and costs.