Effects of Celebrity Endorsers’ Attractiveness and Expertise on Brand Recall of Transformational and Informational Products

  • Tobias Langner
  • Martin Eisend


Many companies invest a considerable amount of their marketing budget in paying celebrities for their engagement in advertising campaigns. Celebrities promote brands of different product categories, ranging from consumer goods like sport shoes (e.g., Nike) over financial services (e.g., American Express) to pharmaceuticals (e.g., Bayer Aspirin). More than ten years ago, every fourth US commercial featured a celebrity (Erdogan 1999; Shimp 1997). It is assumed that this fraction has even increased since then.


Product Category Transformational Product Purchase Intention Brand Equity Physical Attractiveness 
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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Tobias Langner
    • 1
  • Martin Eisend
    • 2
  1. 1.University of WuppertalGermany
  2. 2.European University Viadrina Frankfurt (Oder)Germany

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