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 accessAbstract
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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“The influence of celebrities on attitudes, beliefs, and behavior is so strong that their endorsements are a key part of businesses’ marketing strategies (Erdogan, 1999; Knoll & Matthes, 2017).”
From Stories in Action. (2022) · cites this paper as Knoll & Matthes, 2017
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The art of writing literature review: What do we know and what do we need to know?
Paul, J., & Criado, A. R. (2020) · International Business Review · doi:10.1016/j.ibusrev.2020.101717 · Cited by 2,347
The future of social media in marketing
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00695-1 · Cited by 1,893
“The idea of using celebrities (in consumer markets) or wellknown opinion leaders (in business markets), who have a high social value, to influence others is a well-known marketing strategy (Knoll and Matthes 2017) .”
BackgroundVrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021) · International Journal of Consumer Studies · doi:10.1111/ijcs.12647 · Cited by 1,582
Financial literacy: A systematic review and bibliometric analysis
Goyal, K., & Kumar, S. (2020) · International Journal of Consumer Studies · doi:10.1111/ijcs.12605 · Cited by 1,482
Review articles: purpose, process, and structure
Palmatier, R. W., Houston, M. B., & Hulland, J. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0563-4 · Cited by 1,051
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
- Published
- 2016-10-12
- Volume
- 45
- Issue
- 1
- Pages
- 55-75
- ISSN
- 0092-0703 (ISSN-L)
- 1552-7824
- 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
- hybrid
- doi.org
- 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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