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Lookup NU author(s): Dr Saurabh BhattacharyaORCiD
This is the authors' accepted manuscript of an article that has been published in its final definitive form by World Advertising Research Center, 2019.
For re-use rights please refer to the publisher's terms and conditions.
Using source credibility and source attractiveness models, this study examines the endorsement effectiveness of CEOs and founders as compared with celebrities, especially when CEOs and founders are not well-known or popular. Advertisements with CEOs and founders is a fast-growing brand endorsement tactic. Recent studies also indicate that CEOs as business leaders influence consumers’ purchase intention. This study’s findings, based on a cafe brand and replicated for a hotel and pub company in the UK, indicate that when the identity of CEOs and founders is signaled through their identity badge, i.e., title and designation, consumers find an advertisement more effective as compared to an advertisement with celebrities. Furthermore, advertisements with founders as endorsers were found to be more effective for new products, while CEOs as endorsers were more effective for existing products.
Author(s): Agnihotri A, Bhattacharya S
Publication type: Article
Publication status: Published
Journal: Journal of Advertising Research
Year: 2019
Volume: 59
Issue: 3
Pages: 356-369
Print publication date: 01/09/2019
Online publication date: 22/10/2018
Acceptance date: 17/01/2018
Date deposited: 06/03/2018
ISSN (print): 0021-8499
ISSN (electronic): 1740-1909
Publisher: World Advertising Research Center
URL: https://doi.org/10.2501/JAR-2018-039
DOI: 10.2501/JAR-2018-039
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