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Cited by 601Consumer Behavior in Brand Consumption and IdentificationDigital Marketing and Social MediaMarketing and Advertising Strategies

The DOI matches its Crossref record; 144 of the 144 references it cites were found in a registry or an index.

The effectiveness of celebrity endorsements: a meta-analysis

Open access
Knoll, Johannes, Matthes, Jörg·2017·Journal of the Academy of Marketing Science
DOI 10.1007/s11747-016-0503-8
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Abstract

Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit marketing. Findings revealed strong positive and negative effects when theoretically relevant moderators were included in the analysis. The most positive attitudinal effect appeared for male actors who match well with an implicitly endorsed object (d = .90). The most negative effect was found for female models not matching well with an explicitly endorsed object (d = −.96). Furthermore, celebrity endorsements performed worse compared to endorsements of quality seals, awards, or endorser brands. No publication bias was detected. The study has theoretical and practical implications, and provides an agenda for future research.

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Research works printed but not linked: 3

  1. *Erfgen, C., Zenker, S., & Sattler, H. (2015). The vampire effect: when do celebrity endorsers harm brand recall? International Journal of Research in Marketing, 32(2), 155–163. · DOI
  2. Kilburn, D. (1998). Star power. Adweek, 39(2), 20–21.
  3. Stephens, A., & Rice, A. (1998). Spicing up the message. Finance Week, 76(26), 46–47.

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Metadata

Authors
Knoll, J., & Matthes, J.
Affiliations
University of Vienna (AT)
Corresponding author
Matthes, Jörg
ORCID
Matthes, Jörg
Venue
Journal of the Academy of Marketing Science
Publisher
Springer Science and Business Media LLC
Published
2016-10-12
Volume
45
Issue
1
Pages
55-75
ISSN
  • 0092-0703 (ISSN-L)
  • 1552-7824
DOI
10.1007/s11747-016-0503-8
OpenAlex
W2531871136
Cited by
601
References
144
Citations by year
2026: 63 · 2025: 73 · 2024: 77 · 2023: 64 · 2022: 82 · 2021: 86 · 2020: 63 · 2019: 54 · 2018: 22 · 2017: 17
FWCI
7.85
Type
journal article
Language
en
Open access
Licence
Locations
  • Journal of the Academy of Marketing Science (publishedVersion, cc-by)
  • Phaidra (Universität Wien) (submittedVersion, cc-by-nc-nd)
  • RePEc: Research Papers in Economics (submittedVersion)
Funders
University of Vienna
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
Keywords
celebrity endorsement, endorsement effectiveness, quality seals, awards

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