Software-Based Brand Ambassador Selection — A Celebrity-Branding Assessment Framework in Action

  • Selina Görgner
  • Philipp Brune
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 745)


Premium consumer product manufacturers are frequently cooperating with celebrities as brand ambassadors today for generating PR leverage, enhancing an emotional brand appeal and creating unique customer experiences. In this context, the selection of the right celebrity brand ambassador is crucial. The related decision-making process involves the strategic evaluation of celebrities and the subsequent selection of brand ambassadors, which are human-centric, knowledge-intensive tasks. Therefore, these are frequently performed in a rather informal way. While celebrity endorsement has been extensively studied in the literature, a more formal, process-oriented approach for brand ambassador selection as basis for an appropriate decision support system is still lacking. Therefore, in this paper a celebrity branding assessment framework is proposed. On the basis of the framework, a celebrity evaluation software tool is developed and evaluated. The evaluation verifies the feasibility of the proposed approach. However, the implementation of brand-specific adaptations reveals to be essential.


Brand ambassador selection Celebrity endorsement Decision support systems Knowledge-intensive processes 


  1. 1.
    CPI celebrity performance, Xad, Yougov: Studie: Der celebrity-marketing-markt in Deutschland (2015)Google Scholar
  2. 2.
    Agrawal, J., Kamakura, W.A., Agrawal, P., Dubey, D.S.K.: Celebrities: the linking pin between brands & their customer. J. Mark. 2(1), 56–60 (2012)Google Scholar
  3. 3.
    Albert, N., Ambroise, L., Valette-Florence, P.: Consumer, brand, celebrity: which congruency produces effective celebrity endorsements? J. Bus. Res. 81(Suppl. C), 96–106 (2017)CrossRefGoogle Scholar
  4. 4.
    Bergkvist, L., Hjalmarson, H., Mägi, A.W.: A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects. Int. J. Advertising 35(2), 171–184 (2016)CrossRefGoogle Scholar
  5. 5.
    Breen, S., Byrne, A., Whitehead, M.: The naked truth of celebrity endorsement. Br. Food J. 105(4/5), 288–296 (2003)CrossRefGoogle Scholar
  6. 6.
    Carrillat, F.A., d’Astous, A., Lazure, J.: For better, for worse? What to do when celebrity endorsements go bad. J. Advertising Res. 53(1), 15–30 (2013)CrossRefGoogle Scholar
  7. 7.
    Choi, S.M., Rifon, N.J.: It is a match: the impact of congruence between celebrity image and consumer ideal self on endorsement effectiveness. Psychol. Mark. 29(9), 639–650 (2012)CrossRefGoogle Scholar
  8. 8.
    Chung, S., Cho, H.: Fostering parasocial relationships with celebrities on social media: implications for celebrity endorsement. Psychol. Mark. 34(4), 481–495 (2017)CrossRefGoogle Scholar
  9. 9.
    Erdogan, B.Z.: Celebrity endorsement: a literature review. J. Mark. Manage. 15(4), 291–314 (1999)CrossRefGoogle Scholar
  10. 10.
    Erdogan, B.Z., Baker, M.J., Tagg, S.: Selecting celebrity endorsers: the practioner’s perspective. J. Advertising Res. 41(3), 9–48 (2001)CrossRefGoogle Scholar
  11. 11.
    Erdogan, B.Z., Drollinger, T.: Endorsement practice: how agencies select spokespeople. J. Advertising Res. 48(4), 573–582 (2008)CrossRefGoogle Scholar
  12. 12.
    Gail, T., Clark, R., Elmer, L., Grech, E., Masetti, J.J., Sandhar, H.: The use of created versus celebrity spokespersons in advertisements. J. Consum. Mark. 9(4), 45–51 (1992)CrossRefGoogle Scholar
  13. 13.
    Gong, W., Li, X.: Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement. Psychol. Mark. 34(7), 720–732 (2017)MathSciNetCrossRefGoogle Scholar
  14. 14.
    Gutjahr, G.: Markenpsychologie: Wie Marken wirken - was Marken stark macht, 1st edn. Gabler, Wiesbaden (2011)CrossRefGoogle Scholar
  15. 15.
    Hartmann, K., Henning, E.: Sportler verpflichten: Der weg zum passenden testimonial. Sponsors 2, 36–45 (2013)Google Scholar
  16. 16.
    Holzinger, A.: Usability engineering methods for software developers. Commun. ACM 48(1), 71–74 (2005)CrossRefGoogle Scholar
  17. 17.
    Hovland, C.I., Weiss, W.: The influence of source credibility on communication effectiveness. Pub. Opin. Q. 15, 635–650 (1951)CrossRefGoogle Scholar
  18. 18.
    Hsu, C.K., Motley, C., Kwon, J.: The celebrity endorser and product images: to be or not to be congruent? Two perspectives from match-up hypothesis and Mandler’s model. In: American Marketing Association, Conference Proceedings, vol. 10, p. 204. American Marketing Association (1999)Google Scholar
  19. 19.
    Jin, S.V.: “Celebrity 2.0 and beyond!” Effects of facebook profile sources on social networking advertising. Comput. Hum. Behav. 79(Suppl. C), 154–168 (2018)CrossRefGoogle Scholar
  20. 20.
    Kahle, L.R., Homer, P.M.: Physical attractiveness of the celebrity endorser: a social adaptation perspective. J. Consum. Res. 11(4), 954–961 (1985)CrossRefGoogle Scholar
  21. 21.
    Kamins, M.A.: An investigation into the “match-up” hypothesis in celebrity advertising: when beauty may be only skin deep. J. Advertising 19(1), 4–13 (1990)CrossRefGoogle Scholar
  22. 22.
    Langmeyer, L., Langmeyer, D., Walker, M.: Celebrity endorsers: do you get what you pay for? J. Consum. Mark. 9(2), 69–76 (1992)CrossRefGoogle Scholar
  23. 23.
    Lukas, B.A., Seno, D.: The equity effect of product endorsement by celebrities: a conceptual framework from a co-branding perspective. Eur. J. Mark. 41(1/2), 121–134 (2007)CrossRefGoogle Scholar
  24. 24.
    Mayring, P.: Qualitative Inhaltsanalyse: Grundlagen und Techniken, 11th edn. Beltz Verlag, Weinheim and Basel (2010)Google Scholar
  25. 25.
    McCormick, K.: Celebrity endorsements: influence of a product-endorser match on millennials attitudes and purchase intentions. J. Retail. Consum. Serv. 32(Suppl. C), 39–45 (2016)CrossRefGoogle Scholar
  26. 26.
    McCracken, G.: Who is the celebrity endorser? Cultural foundations of the endorsement process. J. Consum. Res. 16(3), 310–321 (1989)CrossRefGoogle Scholar
  27. 27.
    Miciak, A., Shanklin, W.: Choosing celebrity endorsers. Mark. Manage. 3(3), 50–59 (1994)Google Scholar
  28. 28.
    Murrmann, F.: Celebrity-Testimonial Communication: Einsatzkriterien und Auswahlmodelle für Celebrity-Testimonials. VDM Verlag Dr. Müller, Saarbrücken (2008)Google Scholar
  29. 29.
    Ohanian, R.: Construction and validation of a scale to measure celebrity endorsers’ percieved expertise, trustworthiness, and attractiveness. J. Advertising 19(3), 39–52 (1990)MathSciNetCrossRefGoogle Scholar
  30. 30.
    Okonkwo, U.: Luxury Fashion Branding. Palgrave Macmillan, Basingstoke (2007)CrossRefGoogle Scholar
  31. 31.
    Pringle, H.: Celebrity Sells. Wiley, Chichester (2004)Google Scholar
  32. 32.
    Sheu, J.B.: A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes. Math. Comput. Modell. 52(9–10), 1554–1569 (2010)CrossRefGoogle Scholar
  33. 33.
    Tantiseneepong, N., Gorton, M., White, J.: Evaluating responses to celebrity endorsements using projective techniques. Qual. Market Res. Int. J. 15(1), 57–69 (2012)CrossRefGoogle Scholar
  34. 34.
    Thomas, V.L., Fowler, K.: Examining the impact of brand transgressions on consumers’ perceptions of celebrity endorsers. J. Advertising 45(4), 377–390 (2016)CrossRefGoogle Scholar
  35. 35.
    Till, B.D.: Using celebrity endorsers effectively: lessons from associative learning. J. Prod. Brand Manage. 7(5), 400–409 (1998)CrossRefGoogle Scholar
  36. 36.
    Wang, S.W., Scheinbaum, A.C.: Trustworthiness trumps attractiveness and expertise. J. Advertising Res. (2017)Google Scholar
  37. 37.
    Yang, D.J., Lo, J.Y., Wang, S.: Transfer effects: exploring the relationship between celebrity and brand. Int. J. Organ. Innovation 4(4), 86–108 (2012)Google Scholar
  38. 38.
    Yang, W.: Star power: the evolution of celebrity endorsement research. Int. J. Contemp. Hospitality Manage.(2017, accepted)Google Scholar
  39. 39.
    Zamudio, C.: Matching with the stars: How brand personality determines celebrity endorsement contract formation. Int. J. Res. Mark. 33(2), 409–427 (2016)CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  1. 1.Neu-Ulm University of Applied SciencesNeu-UlmGermany

Personalised recommendations