Proposal to measure the effectiveness of advertising in the credibility of celebrities - Germán Quintero

10.22579/23463910.106
Published 2015-07-21
content - research articles

Abstract

Publicity is a mechanism that influences the purchase of a product or service to complete a transaction. Currently renowned artists in national and international fields influence the generation of credibility in the negotiation between the suppliers and the consumer. These celebrities show their image through advertising products which guarantees the success of negotiation. The article presents a proposal for the measurement of the effectiveness of this advertising in the consumer based on the scale of Ohanian (1990), considering the case of Shakira and James Rodríguez as personalities who manage its image through publicity and affecting the credibility of the products or services that they promote.

Keywords

Categories

Similar Articles

31-40 of 114

Authors

  • Germán Augusto Quintero Duarte

References

Ajzen, I., & Fishbein, M. (2005). 5. “The influence of attitudes on behavior”. In The handbook of attitudes (pp. 173-222).

Baker, M. J.; Churchill, A. (1977): “The Impact of Physically Attractive Models on Advertising Evaluations”. Journal of Marketing Research, 14.

Biel, A. L.; Bridgwater, C. A. (1990). “Journal of Advertising Research”, 30, 3. Attributes of likable television commercials.

Caballero, M.; Solomón, P. (1984): “Effects of Model Attractiveness on Sales Response”. Journal of Advertising, 13, 1.

Choi, S. M., & Rifon, N. J. (2012). “It is a match: The impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness”. Psychology & Marketing, 29(9), 639-650.

DeSarbo, W. S.; Harshman, R. A. (1985): “Celebrity-Brand Congruence Analysis. Current Issues and Research in Advertising”. MI: Division of Research, University of Michigan, 17-52.

Goldsmith, R. E.; Lafferty, B. A.; Newell, S. J. (2000): “The Impact of Corporate Credibility and Celebrity on Consumer Reaction to Advertisements and Brands”. Journal of Advertising, 29, 3.

Hovland, C.; Kelley, H. (1953): “Communication and Persuasion”. Yale University Press: New Haven, Connecticut.

Lafferty, B. A.; Goldsmith, R. E.; Newell, S. J. (2002): “The Dual Credibility Model: The influence of Corporate and endorser credibility on attitudes and purchase intentions”. Journal of Marketing Theory and Practice, 10, 3.

Lutz, R. J. (1985): “Affective and cognitive antecedents of attitude toward the ad: A conceptual framework”. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes andadvertising effects theory, research, and application. Hillsdale, NJ: Lawrence Erlbaum Associates.

McGurie, W. J. (1958): “Attitudes and Attitude Change. Handbook of Social Psychology”. 2. New York: Random House, 233-346.

Mittal, B. (1994): “Public assessment of TV advertising: Faint praise and harsh criticism”. Journal of Advertising Research, 34, 1.

Ohanian, R. (1990): “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19, 3.

Spry, A.; Pappu, R.; Cornwell, B. T. (2009): “Celebrity endorsement, brand credibility and brand equity”. European Journal of Marketing, 45, 6.

Zanot, E. (1984): “Public attitudes towards advertising: The American experience”. International Journal of Advertising, 3, 1, 3-15.

Zhang, P. (2000): “The effect of animation on information seeking performance on the World Wide Web: Securing attention or interfering with primary tasks”. Journal of Association for Information Syste

Statistics

Abstract
0
PDF accesses
0

Dimensions

PlumX

Downloads

Download data is not yet available.