publication . Article . 2015

The synergy in green persuasion: Green celebrity endorsers in green advertising: A study of brand-endorser congruence effects in green advertising

Blasche, J.; Ketelaar, P.E.;
Open Access
  • Published: 01 Jan 2015
Abstract
This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide sh...
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Article . 2015
Provider: NARCIS
42 references, page 1 of 3

Akehurst, G., Afonso, C. & Goncalves, H. M. (2012). Re-examining green purchase behaviour and the green consumer profile: new evidences. Management Decision, 50(5), 972-988.

Alexander, J. (2013). The case of the green vampire: Eco-celebrity, Twitter and youth engagement. Celebrity Studies, 4(3), 353- 368. [OpenAIRE]

Amos, C., Holmes, G. & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.

Atkinson, L. & Rosenthal, S. (2014). Signalling the green sell: The influence of ecolabel source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1), 33-45.

Baldé, K., Klein, P., van Leeuwen, G., Schenau, S., Verberk, M. (2013). Green growth in the Netherlands 2012. Centraal Bureau voor de Statistiek (CBS) - Statistics Netherlands. The Hague / Heerlen.

Banerjee, S., Gulas, C. S. & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21-31.

Berger, R. (2010). Green growth, green profit: How green transformation boosts business. London: Palgrave Macmillan.

Bryman, A. (2012). Social research methods (4th ed.). Oxford: Oxford University Press.

Silvera, D. H. & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509- 1526.

De Houwer, A., & Wilton, A. (Eds.). (2011). English in Europe today: Sociocultural and educational perspectives. Amsterdam: John Benjamins Publishing.

De Vlieger, L., Hudders, L., Verleye, GinoRosengren, S., Dahlén, M., & Okazaki, S. (2013). The effectiveness of green advertisements: Combining ad-based and consumer-based research. In Advances in advertising research (pp. 213-222). Wiesbaden, Germany: Springer Gabler. [OpenAIRE]

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.

Erdogan, B. Z., Baker, M. J. & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39. [OpenAIRE]

Farhat, R., & Khan, B. M. (2011). Celebrity endorsement: A congruity measure of personalities. Research on humanities and social sciences, 1(1), 30-38.

Field, A. (2009). Discovering statistics using SPSS. Sage publications.

42 references, page 1 of 3
Abstract
This study examines celebrity endorser-brand congruence effects in green advertising on the ads' effectiveness. In an experimental survey, Dutch participants (197) saw ads with a congruent or incongruent celebrity endorser. Extending the match-up hypothesis to a novel match-up factor, greenness, the results show that pro-environmental celebrity endorsers yield more favourable attitudes towards the ad, the brand, and purchase intentions compared to non-green celebrity endorsers. Practitioners can enhance endorser selection and branding strategies for green brand products by using green celebrity endorsers. Pro-environmental celebrity endorsement reaches a wide sh...
Download from
Radboud Repository
Article . 2015
Provider: NARCIS
42 references, page 1 of 3

Akehurst, G., Afonso, C. & Goncalves, H. M. (2012). Re-examining green purchase behaviour and the green consumer profile: new evidences. Management Decision, 50(5), 972-988.

Alexander, J. (2013). The case of the green vampire: Eco-celebrity, Twitter and youth engagement. Celebrity Studies, 4(3), 353- 368. [OpenAIRE]

Amos, C., Holmes, G. & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209-234.

Atkinson, L. & Rosenthal, S. (2014). Signalling the green sell: The influence of ecolabel source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1), 33-45.

Baldé, K., Klein, P., van Leeuwen, G., Schenau, S., Verberk, M. (2013). Green growth in the Netherlands 2012. Centraal Bureau voor de Statistiek (CBS) - Statistics Netherlands. The Hague / Heerlen.

Banerjee, S., Gulas, C. S. & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 24(2), 21-31.

Berger, R. (2010). Green growth, green profit: How green transformation boosts business. London: Palgrave Macmillan.

Bryman, A. (2012). Social research methods (4th ed.). Oxford: Oxford University Press.

Silvera, D. H. & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509- 1526.

De Houwer, A., & Wilton, A. (Eds.). (2011). English in Europe today: Sociocultural and educational perspectives. Amsterdam: John Benjamins Publishing.

De Vlieger, L., Hudders, L., Verleye, GinoRosengren, S., Dahlén, M., & Okazaki, S. (2013). The effectiveness of green advertisements: Combining ad-based and consumer-based research. In Advances in advertising research (pp. 213-222). Wiesbaden, Germany: Springer Gabler. [OpenAIRE]

Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.

Erdogan, B. Z., Baker, M. J. & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39. [OpenAIRE]

Farhat, R., & Khan, B. M. (2011). Celebrity endorsement: A congruity measure of personalities. Research on humanities and social sciences, 1(1), 30-38.

Field, A. (2009). Discovering statistics using SPSS. Sage publications.

42 references, page 1 of 3
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