The Determinants of Choosing Endorser in Iranian Campaigns

Document Type : Research Paper

Authors

1 Phd student of Marketing Management, Aborz Campus, Tehran University

2 Assistant Professor, MBA‏, Department of Management, Tehran University

3 Assistant Professor, Cognitive Psychology, Institute for Cognitive and Brain Sciences (ICBS), Shahid Beheshti University

4 Professor, Business Management, Faculty of Management, Tehran University

Abstract

Employing an endorser as an effective marketing tool has been in variation in our country. For a while, the use of celebrities in advertising was prohibited, but, in the last few years, one can again see the massive presence of celebrities in corporate advertising. The use of endorsers, as the main focus of advertisement and corporate promotions, is one of the most effective strategies to influence the perception of the audience about an organization. Selecting effective endorsers can have different aspects, and extensive research has been conducted on this topic. Despite the wide range of studies in this field, there is a lack of a comprehensive model in Iran's theoretical literature. Therefore, we have conducted a qualitative study, in which the literature is reviewed, experts in the advertising industry of Iran are interviewed, and the main contributing factors in choosing effective endorsers are proposed. There were fifteen interviews performed. They suggested seven main themes in this regard. The themes included congruence with the ad, congruence with the audience, congruence expertise, attractiveness, familiarity, trustworthiness and likeability. Finally, considering these themes and the relevant theoretical background, a model is proposed for ad effectiveness through selecting appropriate endorsers.

Keywords

References

1-    Adams, R. B., & Kleck. R. E. (2003). Perceived Gaze Direction and the Processing of Facial Displays of Emotion, Psychological Science, 14, 644-647.
2-    Ahmed, R.R., Seedani, S. K., Ahuja, M. K., & Paryani, S.K. (2015). Impact of Celebrity Endorsement on Consumer Buying Behavior, Journal of Marketing and Consumer Research, ISSN 2422-8451 An International Peer-reviewed Journal Vol.16.
3-    Amos, Clinton, Holmes, G., & Strutton, D. (2008). Exploring the Relationship between Celebrity Endorser Effects and Advertising Effectiveness: A Quantitative Synthesis of Effect Size, International Journal of Advertising, 27 (2), 209-34.
4-    Asela, A., & Jose, G. (2013). Analytical approach to neuromarketing as a business strategy, Journal of neuromarketing, Palmyra, PA : IMDA Press, ISSN 1049-6483, ZDB-ID 1109182-4. - Vol. 22.2013, 1/2, pp. 64-73.
5-     Azevedo, A. (2016). Celebrity Branding Advertising Processing: A Conceptual Model, Rediscovering the Essentiality of Marketing, pp. 599-611.
6-    Batra, R., Myers, J., & Aaker, D. (1996). Advertising Management, Prentice Hall International, Upper Saddle River, NJ.
7-    Belch, M., & Belch, G. (2013). The future of creativity in advertising, Journal of Promotion Management, Vol. 19 No. 4, pp. 395-399.
8-    Bergkvist, L., Hjalmarson, H., & Mägi, A.W. (2015). A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects, International Journal of Advertising The Review of Marketing Communications, ISSN: 0265-0487,1759-3948.
9-    Bindemann, M., Burton, A. M., Ignace, T. C., Hooge, R. J., Edward H. F., & de Haan. (2005). Faces retain attention, Psychonomic Bulletin & Review,12(6), 1048-1053.
10- Bower, A.B., & Landreth, S. (2001). Is beauty best? Highly versus normally attractive models in advertising, Journal of Advertising, Vol. 30, No.1, pp.1-12.
11- Braunstein-Minkove, J. R., Zhang, J. J., & Trail, G. T. (2011). Athlete endorser effectiveness: model development and analysis, Sport, Business and Management: An International Journal Vol. 1 No. 1, pp. 93-114.
12- Brown, S., & Stayman, D. (1992). Antecedents and consequences of attitude toward the ad: a meta-analysis, Journal of Consumer Research, Vol. 19 No. 1, pp. 34-51.
13- Byrne, D., Clore, G. L., & Worchel, P. (1966). Effect of economic similarity-dissimilarity on interpersonal attraction. Journal of Personality and Social Psychology, 4(2), 220-224.
14- Charbonneau, J., & Garland, R. (2010). Product effects on endorser image The potential for reverse image transfer, Asia Pacific Journal of Marketing and Logistics Vol. 22 No. 1, pp. 101-110.
15- 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, pp.639–660.
16- Claypool, H. M., Hall, C. E., Mackie, D. M., & Garcia-Marques, T. (2008). Positive mood, attribution, and the illusion of familiarity. Journal of Experimental Social Psychology, 44, 721–728.
17- Claypool, H. M., Hugenberg, K., Housley, M. K., & Mackie, D. M. (2007). Familiar eyes are smiling: On the role of familiarity in the perception of facial affect. European Journal of Social Psychology, 37, 856–866.
18- Claypool, H. M., Mackie, D. M., Garcia-Marques, T., Mcintosh, A., & Udall, A. (2004). The effects of personal relevance and repetition on persuasive processing. Social Cognition, 22, 310–335.
19- Conway, C. A., Jones, B. C., DeBruine, L. M., & Little, A. C. (2008). Evidence for adaptive design in human gaze preference, Proc. R. Soc.B275, 63–69 doi:10.1098/rspb.2007.1073 Published online 7 November 2007.
20- Driver, J., Davis, G., Ricciardelli, P., Kidd, P., Maxwell, E., & Baron-Cohen, S. (1999). Gaze perception triggers reflexive visuospatialorienting,Visual Cognition,Vol.6, pp509–540.
21- Dwivedi, A., Johnson, L.W., & McDonald, R.E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity, Journal of Product & Brand Management 24/5 (2015) 449 –461.
22- Eagly, A.H., & Chaiken, S. (1993). The psychology of attitudes. Belmont, CA: Wadsworth CENGAGE Learning.
23- Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting Celebrity Endorseres: The Practitioner’s Perspective, Journal of Advertising Research, Vol. 41 (3), pp. 39-48.
24- Fink, A. H., Pohle, S., Pinto, J. G., & Knippertz, P. (2012). Diagnosing the influence of diabatic processes on the explosive deepening of extratropical cyclones, Atmospheric Science, Vol.39, Issue7.
25- Fox, E., Riccardo Russo, R., &  Dutton , K. (2008). Attentional Bias for Threat: Evidence for Delayed Disengagement from Emotional Faces, PMC, PMCID: PMC2241753.
26- Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research, pp. 19, 63–71.
27- Freiden, J.B. (1984). Advertising spokesperson effects: An examination of endorser type and gender on two audiences. Journal of Advertising Research, 5, p33.
28- Friesen, C. K., & Kingstone, A. (1998). The eyes have it! Reflexive orienting is triggered by non predictive gaze, Psychonomic Bulletin & Review, September, Vol.5, Issue 3, pp 490–495.
29- Friesen, C. K., Moore, C., & Kingstone, A. (2005). Does gaze direction really trigger a reflexive shift of spatial attention?, Brain & Cognition, Vol.57(1), pp. 66-69.
30- Frischen, A., Bayliss, A. P., & Tipper, S. P. (2007). Gaze Cueing of Attention: Visual Attention, Social Cognition, and Individual Differences, Psychological Bulletin, 4(133), pp. 694-724.
31- Frosch, D.L., Krueger, P.M., Hornik, R.C., Cronholm, P.F., & Barg, F.K. (2007). Creating demand for prescription drugs: a content analysis of television direct-to-consumer advertising, Annals of Family Medicine,Vol. 5 No. 1, pp. 6-13.
32- Glaser, B.G. (1978). Theoretical Sensitivity: Advances in the methodology of grounded theory. Mill Valley, CA: The Sociology Press.
33- Goldsmith, R., Lafferty, B., & Newell, S. (2000). The impact of corporate credibility and celebrity credibility on consumer reaction to advertisements and brands, Journal of Advertising, Vol. 29 No. 3, pp. 43-54.
34- Hietanen, J.K., & Leppänen, J.M. (2003). Does facial expression affect attention orienting by gaze direction cues? J Exp Psychol Hum Percept Perform, Dec;29(6):1228-43.
35- Hollensen, S., & Schimmelpfennig, CH. (2013). Selection of celebrity endorsers A case approach to developing an endorser selection process model, Marketing Intelligence & Planning Vol. 31 No. 1, pp. 88-102.
36- Hovland, C.I., Janis, I.L., & Kelley, H.H. (1953). Communication and Persuasion: Psychological Studies of Opinion Change, Yale University Press, New Haven, Connecticut.
37- Huber, F., Meyer, F., Vogel, J., Weihrauch, A., & Hamprecht, J. (2013). Endorser age and stereotypes: Consequences on brand age, Journal of Business Research 66, pp. 207–215.
38- Humphrey, K., & Underwood, G. (2010). The potency of people in pictures: Evidence from sequences of eye fixations, Journal of Vision, 10(10), PP.1-10.
39-Hutton, S.B., & Nolte, S. The effect of gaze cues on attention to print advertisements, Applied Cognitive Psychology, 2011; Vol.25, pp887-892.
40- Ilicic, J., & Webster, C. M. (2013). Celebrity co-branding partners as irrelevant brand information in advertisements, Journal of Business Research, 66, PP. 941–947.
41- Ilicic, J., & Webster, C. M. (2014). Eclipsing: When celebrities overshadow the brand. Psychology & Marketing, 31, 1040–1050.
42- Jack, R. E., Blais, C., Scheepers, C., Schyns, P.G., & Caldara, R. (2009). Cultural Confusions Show that Facial Expressions Are Not Universal,Current Biology, 29, pp. 1543–1548.
43- Jacoby, L. L., & Whitehouse, K. (1989). An illusion of memory: False recognition influenced by unconscious perception. Journal of Experimental Psychology: General, 118, 126–135.
44- Kahle, L. R., & Homer, P. M. (1985).  Physical attractiveness of the celebrity endorser: A social adaptation perspective, Journal of Consumer Research, Vol. 11, No. 4, pp. 954–961.
45- Kaphingst, K.A., Dejong, W., Rudd, R.E., & Daltroy, L.H. (2004). Content analysis of direct-to-consumer television prescription drug advertisements, Journal of Health Communication, Vol. 9 No. 6, pp. 515-28.
46- Kim, J., Kim, J.E.,&  Johnson, K.K.P. (2010). The customer-salesperson relationship and sales effectiveness in luxury fashion stores: the role of self-monitoring. J. Glob. Fash. Mark. 1 (4), 230e239.
47- Kim, Y-J., & Na, J-H. (2007). Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence, International Journal of Sports Marketing and Sponsorship, Vol. 8, No. 4, pp. 310-320.
48- Kingstone, A., Christine, T., Jelena, R., & Elton, N. (2004). The Eyes Have It! An fMRI Investigation, Brain and Cognition, Vol.55(2), pp. 269-271.
49- Kulczynski, A., Ilicic, J., & Baxter, S. M. (2016). When Your Source Is Smiling, Consumers May Automatically Smile with You: Investigating the Source Expressive Display Hypothesis Psychology & Marketing, Vol. 33(1), pp. 5–19.
50- Langton, S. R. H., Law, A. S., Burton, A. M., & Schweinberger, S. R. (2008). Attention capture by faces, Cognition, Vol.107(1), pp. 330-342.
51- Lee, J. G., & Thorson, E. (2008). The impact of celebrityproduct incongruence on the effectiveness of product endorsement. Journal of Advertising Research, 48, pp. 433–449.
52- Limbu, Y. B., Huhmann, B. A., & Peterson, R. T. (2012). An examination of humor and endorser effects on consumers’ responses to direct-to-consumer advertising The moderating role of product involvement, International Journal of Pharmaceutical and Healthcare Marketing, Vol. 6 No. 1, pp. 23-38.
53- Liu, Matthew, T., Yu-Ying H., & Jiang M. (2007). Relations among Attractiveness of Endorsers, Match-Up, and Purchase Intention in Sports Marketing in China, Journal of Consumer Marketing, 24 (6), pp. 358-65.
54- Lloyd, A.E., & Luk, S.T.K. (2010). The devil wears Prada or Zara: a revelation into customer perceived value of luxury and mass fashion brands. J. Glob. Fash. Mark. 1 (3), 129e141.
55- Macias, W., & Lewis, L.S. (2003). A content analysis of direct-to-consumer (DTC) prescription drug web sites”, Journal of Advertising, Vol. 32 No. 4, pp. 43-56.
56- Maddux, J., & Rogers, D. (1980). Effects of Source Expertness, Physical Attractiveness and Supporting Arguments of Persuasion: A Case of Brains over Beauty. Journal of Personality and Social Psychology 39, (1980): 235-244
57- Main, K.J., Argo, J.J., & Huhmann, B.A. (2004). Pharmaceutical advertising in the USA: information or influence?, International Journal of Advertising, Vol. 23 No. 1, pp. 119-42.
58- MacKenzie, S., & Lutz, R. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context, Journal of Marketing, Vol. 53 No. 2, pp. 48-65.
59- Mansour, F. R., & Diab, E. (2013). The Relationship between Celebrities' Credibility & Advertising Effectiveness: The Mediation Role of Religiosity, journal of Islamic Marketing, JIMA 05-2013-0036.R4.
60- McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process, Journal of Consumer Research, Vol. 16 , No. 3 , pp.310–321.
61- Morimoto, M., & La Ferle, C. (2008). Examining the influence of culture on perceived source credibility of Asian Americans and the mediating role of similarity, Journal of Current Issues and Research in Advertising, Vol. 30 No. 1, pp. 49-60.
62- Munnukka, J., Uusitalo. Q.& Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness, Journal of Consumer Marketing, Vol. 33 Iss 3 pp. 182–192.
63-Ohanian, R. (1991). The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase. Journal of Advertising Research 31: 4654.
64- Ozono, H., Watabe, M., & Yoshikawa, S. (2012). Effects of Facial Expression and Gaze Direction on Approach–Avoidance Behaviour, Cognition & Emotion, 26(5), 943-949.
65- Pinto, M.B. (2000). On the nature and properties of appeals used in direct-to-consumer advertising of prescription drugs, Psychological Report, Vol. 86, pp. 567-607.
66- Priester, J.R., & Petty, R. E. (2003). The Influence of Spokesperson Trustworthiness on Message Elaboration, Attitude Strength, and Advertising Effectiveness, Journal of consumer psychology, 13(4), 408-421 Copyright, Lawrence Erlbaum Associates, Inc.
67- Priyankara, R., Weerasiri, S., Dissanayaka, R., & Jinadasa, M. (2017). Celebrity Endorsement and Consumer buying intention with relation to the television advertisement for perfumes, management studies,Vol 5, No.2, pp.128-184.
68- Rossiter, J.R., & Smidts, A. (2012). Print advertising: Celebrity presenters. Journal of Business Research 65: 8749.
69- Roth, M.S. (1996). Patterns in direct-to-consumer prescription drug print advertising and their public policy implications, Journal of Public Policy and Marketing, Vol.15 No. 1, pp. 63-75.
70- Sander, D., Grandjean, D., Kaiser, S., Wehrle, T., & Scherer, K. R. (2007). Interaction effects of perceived gaze direction and dynamic facial expression: evidence for appraisal theories of emotion. Eur. J. Cogn. Psychol. 19, 470–480. doi: 10.1080/09541440600757426.
71- Schilbach, L,. Wohlschlaeger, A. F., Kraemer, N. C., Newen, A., Shah, N. J., Fink, G.R., & Vogeley, K. (2006). Being with virtual others: Neural correlates of social interaction, Neuropsychologia, Vol.44(5), pp718-730.
72- Shimp, T. (2008). Advertising Promotion, and Other Aspects of Integrated Marketing Communications, South-Western, Mason, OH.
73- Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements, European Journal of Marketing, Vol. 38, pp. 1509–1526.
74- Small, D. A., & Verrochi, N. M. (2009). The Face of Need: Facial Emotion Expression on Charity Advertisements, Journal of Marketing Research, December (46: 6), 777-787.
75- Spears, N., & Singh, S.N. (2004). Measuring attitude toward the brand and purchase intentions. J. Curr. Issues Res. Advert. 26 (2), 53e66.
76- Stel, M., & van Knippenberg, A. (2008). The Role of Facial Mimicry in the Recognition of Affect, Psychological Science, 19(10), 984-985.
77- Strauss, A., & Corbin, J.M. (1998). Basics of qualitative research: techniques and Procedure for developing grounded theory (2nd Edition). Thousand Oaks [u.a.]: Sage Publ.
78- Tajfel, H., & Turner, J. C. (1986). The social identity theory of inter-group behavior. In S. Worchel and L. W. Austin (eds.), Psychology of Intergroup Relations. Chigago: Nelson-Hall.
79- Tantiseneepong, N., Gorton, M., & White, J. (2012). Evaluating responses to celebrity endorsements using projective technique, Qualitative Market Research: An International Journal, 15(1), pp. 57-69.
80- Till, B.D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 14, pp. 1–13.
81- Tremblay, V.J., & Polasky, S. (2002). Advertising with subjective horizontal and vertical product differentiation. Rev. Industrial Organ. 20 (3), pp. 253-265.
82- Waldman, D.E., & Jensen, E.J. (2016). Industrial Organization: Theory and Practice (New International Edition. Routledge).
83- Walker, D., & Dubitsky, T. (1994). Why liking matters, Journal of advertising research, Vol.34, 3, May/June, pp. 9-18.
84- Waller, D.S., & Fam, K.S. (2001). Offensive to the advertising of gender -related products: attitudes in China and Malaysia, Journal of Consumer Marketing, 4(5) pp. 34 -56.
85- Wang, CH., Qu, H., Maxwell K. Hsu. (2016). Toward an integrated model of tourist expectation formation and gender difference, Tourism Management, Vol. 54, pp. 58-71.
86- Wang, Q., Wedel, M., & Liu, X. (2015). How Online Models’ Facial Cues Affect Attention to Websites in Asian and American Cultures, Robert H. Smith School Research Paper No. RHS 2539253.
87- Wilson, J. A., & Hollensen, S. (2010). Saipa Group, Iran –using strategic brand extensions to build relationships. Journal of Islamic Marketing, 1(2), pp. 177 -188.
88- Xiao, L., & Ding, M. (2014). Just the Faces: Exploring the Effects of Facial Features in Print Advertising. Marketing Science 33(3), pp. 338-352.
89- Zipporah, M. M., & Mberia, H. K. (2014). The Effects of Celebrity Endorsement in Advertisements, International Journal of Academic Research in Economics and Management Sciences, Vol. 3, No. 5 ISSN: 2226-3624.
Journal of Business Administration Researches
Volume 10, Issue 20
February 2019
Pages 283-307

Files

Share

How to cite

Statistics