Would You Listen to Brad Pitt? The Impact of Construal Level and Celebrity Endorsement in Donation Advertising: An Abstract

Jung Hwa Choi, Tae Rang Choi, Yuhosua Ryoo, Michael Mackert

Research output: Chapter in Book/Report/Conference proceedingChapter

1 Scopus citations

Abstract

Recently, with a fact that approximately 25 % of US advertisements are celebrity endorsement, the use of celebrities in advertising is no longer a recent phenomenon (Shimp 2000). Because of popularity and effectiveness of celebrity endorsement, it has enjoyed much resonance among academics and practitioners (Vaughn 1980). One of the most effective ways of celebrity endorsement is employing “matchup effect” that matches celebrities’ images/characteristics with the product they are endorsing (e.g., Till and Busier 2000). Considering importance of ad message in the context of donation (e.g., Entman 1993), current research applies construal level message framing that emphasizes how information is represented: abstract or concrete (e.g., Trope et al. 2007). Thus, the purpose of current research is to investigate the effects of celebrity endorsement on donation with the moderating role of construal level ad messages.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Pages211
Number of pages1
DOIs
StatePublished - 2017
Externally publishedYes

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2017, Academy of Marketing Science.

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