The relative effectiveness of endorsers: The identity badge of CEOs and founders versus the attractiveness of celebrities

Arpita Agnihotri and Saurabh Bhattacharya

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

MANAGEMENT SLANT

  • Celebrities, ceos, and founders differ in their ability to influence perceived advertisement effectiveness in the service sector.
  • When the identity badge of ceos and founders is signaled to consumers through their title, ceos and...

WARC subscribers can sign in to keep reading

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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