The Effects of Multiple Endorsements of a Celebrity Spokesperson on Advertising Evaluations

Abstract

Background/Objectives: A celebrity endorser is a person with public recognition (such as a sports player, performer, business person or cartoon character) who does not necessarily have professional knowledge about the products being advertised. Methods/Statistical Analysis: The use of a celebrity endorser enhances consumers' memory of advertising messages by drawing more positive responses for the product evaluation or attitude toward advertisement. This experimental study analyzed the effects of multiple endorsements of a celebrity spokesperson on advertising attitude, brand attitude, purchase intention and attitude toward endorser. Findings: A total number of 287 college students were recruited as research participants. A total of 9 sections of the experiment were conducted, each involving at least 30 participants. The results showed that an advertisement is more effective when a celebrity endorser is appointed exclusively for that advertisement than when a celebrity endorser is appointed who makes multiple endorsements. Based on the results of the study, theoretical and practical suggestions are made regarding a celebrity spokesperson's multiple endorsements in advertising. Application/Improvements: The results of this research are expected to provide basic data, both theoretically and practically, concerning the effect of multiple endorsements of a celebrity spokesperson.