TY - JOUR
T1 - Perception of advertisements with celebrity endorsement among mature consumers
AU - Chan, Kara
AU - Fan, Fei
N1 - Funding Information:
We would like to acknowledge students from PRAD3046 Audience Measurement and Engagement in the academic year of 2018/19 at Hong Kong Baptist University for their participation in data collection.
Publisher Copyright:
© 2020 Informa UK Limited, trading as Taylor & Francis Group
PY - 2022/2/17
Y1 - 2022/2/17
N2 - With aging societies, the mature consumer market brings new opportunities and challenges. How shall marketers communicate with this market segment effectively through advertising? A qualitative study was conducted to investigate how mature adults perceive advertising with celebrity endorsement. Face-to-face interviews were conducted with 38 Chinese retired and in-employment adults aged 50 to 64 in Hong Kong. Interviewees recalled their most memorable celebrity-endorsed advertisements and explained the attributes that made the advertisements memorable. They were also asked to identify factors that marketers would consider in engaging a celebrity endorser and articulate the perceived effects of advertisements with celebrity endorsers. The source attractiveness and celebrity-brand fit theoretical models are able to explain interviewees’ recall of their most memorable celebrity endorsers. Advertising frequency also plays an important factor in advertising recall, which could be attributed to depreciation in cognitive ability and memory. However, when interviewees imagine themselves as brand marketers, a celebrity’s public moral image and civic responsibility become prevalent factors in selecting celebrity endorsers. Interviewees perceive that the effect of celebrity endorsement is mainly cognitive, and that they are more resistant to persuasion by celebrity endorsers than young people. Marketing implications are drawn from the study.
AB - With aging societies, the mature consumer market brings new opportunities and challenges. How shall marketers communicate with this market segment effectively through advertising? A qualitative study was conducted to investigate how mature adults perceive advertising with celebrity endorsement. Face-to-face interviews were conducted with 38 Chinese retired and in-employment adults aged 50 to 64 in Hong Kong. Interviewees recalled their most memorable celebrity-endorsed advertisements and explained the attributes that made the advertisements memorable. They were also asked to identify factors that marketers would consider in engaging a celebrity endorser and articulate the perceived effects of advertisements with celebrity endorsers. The source attractiveness and celebrity-brand fit theoretical models are able to explain interviewees’ recall of their most memorable celebrity endorsers. Advertising frequency also plays an important factor in advertising recall, which could be attributed to depreciation in cognitive ability and memory. However, when interviewees imagine themselves as brand marketers, a celebrity’s public moral image and civic responsibility become prevalent factors in selecting celebrity endorsers. Interviewees perceive that the effect of celebrity endorsement is mainly cognitive, and that they are more resistant to persuasion by celebrity endorsers than young people. Marketing implications are drawn from the study.
KW - advertising effects
KW - celebrity-brand congruency
KW - Hong Kong
KW - meaning transfer model
KW - qualitative method
KW - Source attractiveness
UR - https://www.ingentaconnect.com/content/routledg/rjmc/2022/00000028/00000002/art00001
UR - http://www.scopus.com/inward/record.url?scp=85095832596&partnerID=8YFLogxK
U2 - 10.1080/13527266.2020.1843063
DO - 10.1080/13527266.2020.1843063
M3 - Journal article
AN - SCOPUS:85095832596
SN - 1352-7266
VL - 28
SP - 115
EP - 131
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 2
ER -