October 29, 2019
New research: the influence of attractiveness and expertise on celebrity endorsement efficacy
COB’s Dr. Diana Haytko, et al., have published a cross-cultural study that examines several issues related to the use of celebrity endorsers. The abstract found in this link goes into more detail, but the key takeaway is that celebrities who are known for their likability and attractiveness can endorse more products than those known for a particular expertise.
Dr. Diana Haytko
Additionally, the study shows male celebrities can endorse more products than female celebrities.
“I think the advertising industry would like to know that males can endorse more products than females,” said Haytko. “However, males are riskier as they are more likely to have scandals. The key to it all is the fact that the product must match the celebrity persona or image.”
Dr. Diana Haytko, COB marketing and supply chain management, is a co-author of the study, along with Drs. Christina S. Simmers and Ron A. Clark, both from Missouri State University.
Click here for the study found in the Journal of International Business and Cultural Studies.