Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. (September 2016)

• Record Type: Journal Article
• Authors: McCormick, Karla
• Is Part Of: Journal of retailing and consumer services. Volume 32(2016)
• Page Start: 39
• Page End: 45
• Publication Date: 2016-09
• Subjects: Celebrity endorsements -- Match-up hypothesis -- Millennials; Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2016.05.012
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: The buying power of millennial consumers is ever growing. They are social consumers, sharing all aspects of their experiences on social media. One advertising technique that may sway millennial consumers is using a celebrity endorser. The purpose of this study was to investigate if the presence of a congruent product-endorser match helped influence purchase intent of millennial consumers and aide in favourable attitudes toward the advertisement. Millennials evaluated an unfamiliar celebrity endorsement where they indicated they had little intent to purchase the product endorsed by the unfamiliar celebrity, but the unfamiliar celebrity did lead to favourable evaluations of the advertisement.