During the evening, brands revealed to the players what they're looking for in endorsers
and also shared tips on how companies should choose and use athletes to market their products to the next generation of consumers.
Using SIT (Social Identity Theory) as its theoretical framework, this study aimed to explore the relationship between ethnic identities (mono- and bi-ethnic) and consumers' attitudes towards the ad and product, as well as perceptions of the endorser
. As mentioned above, Jeremy Lin's self-described ethnic identity and the way the media have framed his ethnic identity offer the opportunity to test a real-case scenario about the potential effects of celebrity endorsers
' ethnic identity on consumers' reactions to the ad.
In another study conducted by White, Goddard and Wilbur (2009) it has been noted that if some negative events are attached with the endorser
, it will affect the buying behavior in an adverse way.
The researchers also asked people how they felt about the brand being represented, and in each case, people liked the brand less when they thought the endorser
was less cool.
Although I am not an attorney, I can give you some advice on negotiating a contract with a celebrity endorser
, and that is: Get a good attorney, one that is familiar with the complexities of structuring a contract with a celebrity endorser
Hypothesis 2: People with a higher level of identification with a celebrity endorser
will have more favorable attitudes toward (a) the celebrity endorser
and (b) the endorsed political candidate than will people with a lower level of identification.
Aligned with Makgosa's assertion, social learning theory is proposed as a contextual foundation in understanding social media influencers as they represent a novel type of independent third-party endorser
(i.e., the concept is somehow similar to celebrity endorsement), who can shape audience attitudes and decision-making through the use of social media.
can be any individual, group, or institution who expresses opinions, beliefs, findings, or experiences relating to a company, product, or service.
In sum, this article examines the effects of CPE advertisements on young voters and explores whether the preference consistency of a recommended party moderates the effects of different celebrity endorser
types based on the CLT mechanism.
Woods, 38, signed a four-year contract as an endorser
for Hero MotoCorp, India's largest motorcycle maker.
The categorization of the product, source reliability and source attractiveness can affect the success of the celebrity endorser
and the correspondence between the brand and/or product with the celebrity.
(Last month, Gretchen was launched as endorser
of Cardams Shoes in an event titled "United Fashion Show 2014," where she wore a Nat Manilag wedding dress and walked the ramp with fellow endorser