Selecting Celebrity Endorsers: The Practitioner's Perspective

Stephen Tagg, B. Zafer Erdogan and Michael J. Baker

Although a number of scholars have investigated effective celebrity endorser characteristics with consumer samples using experimental methods, there is only one study by Miciak and Shanklin (1994) that explored the point of view of practitioners who are responsible for the selection of celebrities.

Selecting Celebrity Endorsers:The Practitioner’s Perspective

B. Zafer ErdoganDumlupinar University, Turkey

Michael J. BakerNottingham Business School and

Stephen TaggUniversity of Strathclyde

Despite the obvious economic advantage of using relatively unknown personalities as endorsers in advertising campaigns, the choice of celebrities to fulfil that role has become common practice for companies competing in today’s cluttered media environment. A recent estimate indicates that around one-quarter of all commercials screened in the United States include celebrity endorsers (Shimp, 2000). Although celebrity endorsement has a historic presence in Great Britain, the number of celebrity campaigns has increased markedly in...

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