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I like you, but I don't need you: the diminishing returns of celebrity endorsement for popular brands

Eduardo Fons et al.

International Journal of Sports Management and Marketing2024https://doi.org/10.1504/ijsmm.2024.138985article
AJG 1ABDC B
Weight
0.49

What the paper says

This research analyses the effects of celebrity endorsement on consumer attitudes and decisions in the case of brands that are already prominent; it also explores the influence of fan identification on the effectiveness of endorsement. The aim is to identify whether brands of high status need celebrities, to trigger positive reactions. A confirmatory method is applied, using a questionnaire survey completed by 324 supporters of the Spanish football league. Brand recall, brand attitude and purchase intentions towards celebrity-endorsed sporting brands are analysed. We determine celebrities' differential effects on consumers versus endorsed brands, by calculating descriptive statistics and conducting multivariate analyses. Although previous research indicated that celebrities improve fans' reactions, our findings suggest that brands, when prominent, do not appear to require the effect of the celebrity to boost the attitude of the fans and their purchase intentions.

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Cite this paper

https://doi.org/https://doi.org/10.1504/ijsmm.2024.138985

Or copy a formatted citation

@article{eduardo2024,
  title        = {{I like you, but I don't need you: the diminishing returns of celebrity endorsement for popular brands}},
  author       = {Eduardo Fons et al.},
  journal      = {International Journal of Sports Management and Marketing},
  year         = {2024},
  doi          = {https://doi.org/https://doi.org/10.1504/ijsmm.2024.138985},
}

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Evidence weight

0.49

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.45 × 0.4 = 0.18
M · momentum0.55 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.