The relative effectiveness of endorsers: The identity badge of CEOs and founders versus the attractiveness of celebrities

Using source-credibility and source-attractiveness models, this study examines the endorsement effectiveness of chief executive officers (ceos) and founders as compared with celebrities, especially when ceos and founders are not well-known or popular.

MANAGEMENT SLANT

  • Celebrities, ceos, and founders differ in their ability to influence perceived advertisement effectiveness in the service sector.
  • When the identity badge of ceos and founders is signaled to consumers through their title, ceos and founders are more effective endorsers than celebrities.
  • For new products, advertisements portraying founders are more effective than those portraying ceos and celebrities.
  • For existing products, ceos are perceived as better endorsers than founders and celebrities.

INTRODUCTION

Numerous chief executive officers (ceos) and founders have endorsed the brands of their respective companies, such as Dave Thomas for...

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