DIFFERENTIAL EFFECT OF NATIONAL VS. REGIONAL CELEBRITIES ON CONSUMER ATTITUDES
Management & Marketing,
Celebrity endorsement, Consumer Attitudes, Experimental Design, Regional celebrity.
The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Regional celebrity when endorsing the same product. Experimental design was used as the research methodology. A 3 (National Celebrity/Regional Celebrity/No Celebrity) X 2 (High/Low Involvement Product) design was conducted on student sample. The experiment was conducted on a total of 240 respondents with fictitious ads as stimuli. National celebrities were found to create more favorable consumer attitudes than regional celebrities. However, the National celebrity was also found to create a more favorable consumer attitude given the product was low involvement. It was interesting to find that the no celebrity treatment created more favorable consumer attitudes than regional celebrity condition. The study suggested that celebrity endorsements were useful but the nature of the product also has an influence on the success. One limitation was the restriction to print advertisements and another was restriction to celebrity of only one region. A major implication for the manager is that it is always better to use a National celebrity than a regional one. However, for high involvement products, celebrity endorsement need not be the only success factor. The contribution of the study is in an area which is well researched but addressing a research question which has not been investigated before.