Understanding the use of celebrity endorsers for hospitality firms
Document Type
Article
Publication Date
1-1-2008
Abstract
Promotional clutter makes it extremely difficult for hospitality firms to capture the attention of prospective buyers with sales messages. One way firms attempt to penetrate clutter is by utilizing an effective celebrity endorser. When the proper celebrity endorser is selected to represent a firm, sales and brand image can be significantly bolstered. Conversely, selecting an inappropriate celebrity endorser severely reduces sales and brand reputation. This research study collected data from a convenience sample of 213 adults in the USA and found that trustworthiness, expertise, and genuine support are important characteristics for an effective celebrity endorser to possess. Further, the findings confirm that a match between the celebrity's and company's image and values and the celebrity being perceived by the buyer as part of his/her reference group are also statistically significant characteristics of an effective endorser.
DOI
https://doi.org/10.1177/1356766707084219
Recommended Citation
Magnini, V. P., Honeycutt, E. D., Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69. http://dx.doi.org/10.1177/1356766707084219
Original Citation
Magnini, V. P., Honeycutt, E. D., Cross, A. M. (2008). Understanding the use of celebrity endorsers for hospitality firms. Journal of Vacation Marketing, 14(1), 57-69. http://dx.doi.org/10.1177/1356766707084219
