Identifying the Attributes of an Effective Restaurant Chain Endorser

Document Type

Article

Publication Date

4-28-2010

Abstract

Given the prevalence of using celebrity endorsers as part of restaurants’ merchandising promotions (and the potential complications), this study examined the following preferences of a consumer panel of 278 respondents: (1) their favorite chain restaurant, (2) a celebrity who would be an effective endorser for the chain, and (3) a primary reason for selecting this endorser. Based on their responses, the leading driver for an effective restaurant chain endorser was congruence between the image and values of the celebrity endorser and those of the restaurant brand— in other words, a good fit. Celebrity power was the second most important factor for selecting a celebrity endorser, followed by an individual’s perceived ability to relate to the endorser. Based on a novel demographic analysis, the study found that parents were significantly more likely to consider the match of an endorser’s image and values, women and younger persons relied more heavily on physical attractiveness, and older respondents and less frequent diners focused more on trustworthiness.

DOI

https://doi.org/10.1177/1938965510363669

Original Citation

Magnini, V. P., Garcia, C., Honeycutt, E. D. (2010). Identifying the Attributes of an Effective Restaurant Chain Endorser. Cornell Hospitality Quarterly, 51(2), 238-250. http://dx.doi.org/10.1177/1938965510363669

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