The impact of celebrity endorsements on consumers

Research to date examining the nature of celebrity endorsement has been limited and at times contradictory. The results of a study of consumers' views and perceptions about the topic indicated that the consumer has an overall positive attitude toward celebrity endorsement. Such endorsements were perceived to be attention-gaining, likable and impactful, though not in general regarded as overly convincing or believable. The perceived credibility and expertise of the endorser were found to be the 2 "source" characteristics with the greatest influence on product purchase intentions. The study also confirmed that consumers expect congruence between the perceived images of the celebrity endorser and the types of product which they endorse. Celebrities must possess expertise in product categories consistent with their public profiles and perceived life styles.