Half a century of research on celebrity endorsement has led to the advancement of four grand celebrity endorsement theories. Most scholars have adopted the meaning transfer model, proposed 30 years ...ago by Grant McCracken, as the most appropriate theory to explain effective celebrity endorsements. In this conceptual study, we present a literature search and analysis that finds strong support for the validity of all four grand endorsement theories (source credibility, source attractiveness, match‐up hypothesis, and meaning transfer model) and thus show that each theory constitutes an effective construct for a particular set of endorsements. We argue that, contrary to the assertion in the literature, no single theory is able to holistically explain celebrity endorsements. Only a comprehensive framework comprising all theories can explain the great variety of different celebrity endorsements executed in advertising praxis. Moreover, we present a prescriptive framework that allows marketers to identify the most effective celebrity endorsement strategy based on a product's or brand's value proposition, as we believe traditional product categories are no longer an appropriate concept on which to base an effective advertising strategy.
Much of the academic literature suggests that 25%-30% of all advertising in western countries uses celebrities. The celebrity endorser is considered a famous personality who is recognized by name and ...face by the general public. This study investigates the usage of different types of celebrities in German print advertising. It finds that the share of celebrity endorsements as defined by the literature, adverts that feature individuals known to the general public, is as low as 2.9%. Moreover, the study's results are compared with results from US studies and it is shown in what product categories celebrity usage differs substantially between markets. Conclusions are drawn as to where advertisers need to adapt their ad strategy to differentiate their brand's advertising from the competition in the German and the US market.
Most of the literature assumes that endorsements, particularly by celebrities, are a frequently used advertising strategy. However, no study has yet investigated the use of the different endorser ...types identified by academic literature. This study seeks to close this research gap by analyzing German print advertisements. It finds that endorsement strategy in general is used much less than academic literature assumes, and that the relative significance of the different endorser types is incongruent to expectations. Moreover, the data suggest that, contrary to the literature's assumptions, credibility is not the most important underlying construct for endorsement advertisements, the endorser type used is frequently determined by the product category that is being advertised, and campaigns based on authenticity and similarity are gaining considerable importance in advertising practice.
Selection of celebrity endorsers Hollensen, Svend; Schimmelpfennig, Christian
Marketing intelligence & planning,
01/2013, Letnik:
31, Številka:
1
Journal Article
Purpose
This paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally ...held assumption that endorser selection is usually taken care of by creative agencies, vetting several candidates by means of subtle evaluation procedures.
Design/methodology/approach
A case study research has been carried out among companies experienced in celebrity endorsements to learn more about the endorser selection process in practise. Based on these cases theory is inductively developed.
Findings
The research suggests that the generally held assumption that endorsers being selected and thoroughly vetted by a creative agency may not be universally valid. A normative model to illustrate the continuum of the selection process in practise is suggested and the two polar case studies (Swiss brand Lindt and Austrian Vitatherm) are presented in depth.
Research limitations/implications
As the results of the study suggest, generally held assumptions towards the endorser selection process may be challenged. Consequently, this affects the necessary accuracy of models to evaluate the brand‐endorser matchup.
Practical implications
Conducted case studies indicate that there are various avenues how brands come to their endorser. This paper could not find evidence of a best practice strategy.
Originality/value
A normative model for the celebrity endorser selection process is suggested.
Selection of celebrity endorsers Hollensen, Svend; Schimmelpfennig, Christian
Marketing intelligence & planning,
01/2013, Letnik:
31, Številka:
1
Journal Article
Purpose - This paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally ...held assumption that endorser selection is usually taken care of by creative agencies, vetting several candidates by means of subtle evaluation procedures.Design methodology approach - A case study research has been carried out among companies experienced in celebrity endorsements to learn more about the endorser selection process in practise. Based on these cases theory is inductively developed.Findings - The research suggests that the generally held assumption that endorsers being selected and thoroughly vetted by a creative agency may not be universally valid. A normative model to illustrate the continuum of the selection process in practise is suggested and the two polar case studies (Swiss brand Lindt and Austrian Vitatherm) are presented in depth.Research limitations implications - As the results of the study suggest, generally held assumptions towards the endorser selection process may be challenged. Consequently, this affects the necessary accuracy of models to evaluate the brand-endorser matchup.Practical implications - Conducted case studies indicate that there are various avenues how brands come to their endorser. This paper could not find evidence of a best practice strategy.Originality value - A normative model for the celebrity endorser selection process is suggested.
Before a product launch, it is important initially for internal project managers to inspire the company. For international rollouts, this presents a particular challenge, as motivational leadership ...style is strongly influenced by the cultural identity of local contacts. This paper illustrates the challenges and approaches to solutions at the example of the team project 360 Electric BMW Group. PUB ABSTRACT
Over the decades, the use of celebrities in advertising has increased. Research suggests that in western countries between 20% and 30% of all advertising used celebrities in the late 1990s. During ...the past 10 years, however, the use of celebrities in advertising has plunged. This paper discusses why advertisers are turning away from using major celebrities in their campaigns, and what alternative individuals may be used instead of the celebrities.
•Biochar can be a tool to improve the GHG balance of grassland ecosystems.•Biochar reduces ecosystem respiration in grassland.•Biochar proves to be recalcitrant and potentially reduces soil organic ...carbon loss.•Biochar leads to a shift from grasses to forbs.•Hydrochar reduces biomass growth in the field.
Both reductions of greenhouse gas emissions and carbon sequestration have the potential to reduce global climate warming and avoid dangerous climate change. We assessed the sequestration potential as well as possible risks and benefits of carbon amendments (16±4% of soil organic C) from Miscanthus×giganteus in different carbonization stages of a temperate grassland soil together with pig slurry: (1) untreated dried biomass (feedstock), (2) hydrothermally carbonized biomass (hydrochar) and (3) pyrolyzed biomass (biochar) in comparison to a control (only pig slurry application).
The field study was complemented by a laboratory incubation study, followed by a growth experiment with Lolium perenne. In the field, greenhouse gas emissions (CO2, N2O, and CH4) were monitored weekly over 1.5 years and over three months in the lab. Initial nitrogen losses via ammonia emissions after substrate–slurry application were assessed in an additional greenhouse study.
We found that biochar reduced soil and ecosystem respiration in incubation and in the field, respectively. Additionally, biochar improved methane oxidation, though restricted by emissions outbursts due to slurry amendment. It also reduced N2O emissions significantly in the lab study but not in the field. Hydrochar and feedstock proved to be easily degradable in incubation, but had no effect on ecosystem respiration in the field. Feedstock amendment significantly increased N2O emissions in incubation and one year after application likewise in the field. In a growth experiment subsequent to the incubation, only biochar amendment increased L. perenne biomass (+29%) significantly, likely due to N retention. In the field, biochar caused a significant shift in the plant species composition from grasses to forbs, whereas hydrochar significantly reduced yields within two growth periods (2011 and 2012). Ammonia emissions were significantly higher with feedstock and biochar compared to the control or acidic hydrochar. The overall results indicate that biochar is better suited for C sequestration and GHG mitigation in grasslands than hydrochar or the uncarbonized feedstock. However, NH3 emission reductions may only occur when the biochar is neutral or slightly acidic.
Food allergy in children is increasing in prevalence in the western world and appears to become an important health problem. Parents of children at risk of food allergy live with the fear of allergic ...reaction, especially when the children are very young. The paradigm shift in allergy prevention in the last decade-away from allergen avoidance toward a tolerance induction approach-challenges both parents and health care professionals, as they have to deal with changing information and new evidence that often contradicts previous assumptions. Yet, research on health information-seeking behavior and needs of parents on primary prevention of food allergy in children as well as on prediction and prevention strategies of German health care professionals is lacking.
The aim of the study is to explore and understand parents' and health care professionals' perspectives on the prediction and prevention of food allergies. We are particularly interested in information needs, information seeking, and health care usage and place a special focus on families' experiences when their child is at risk or diagnosed with food allergies. Furthermore, food allergy prediction and prevention strategies of health care professionals will be explored.
This study is part of the NAMIBIO (food allergy biomarker) app consortium, which aims to identify early predictors for the development of food allergy in children and develop apps to guide health care professionals and parents of children with a high risk of food allergy toward prevention and timely tolerance induction. The study uses a qualitative approach with topic-guided interviews and focus groups with parents of children (0-3 years) and health care professionals. Data collection will continue until theoretical saturation is reached. The qualitative content analysis will be used according to Kuckartz to identify overarching themes toward information needs and seeking behavior as well as usage of health care and health care professionals' predictive and preventive strategies. In addition, a constructivist grounded theory approach will be used to explore and understand parents' experiences, interactions, and social processes in families in daily life.
Recruitment and data collection started in February 2022 and is still ongoing.
The qualitative study will provide insight into parents' information-seeking behavior and needs regarding the prevention of food allergy in children, parents' use of pediatric primary care, and health care professionals strategies for the prediction and prevention of food allergies in children. We assume that our results will highlight the challenges associated with the paradigm shift in allergy prevention for both parents and health care professionals. The results will be used to make practical recommendations from the user's perspective and inform the development of the NAMIBIO apps.
DERR1-10.2196/41436.
