MANAGEMENT SLANT
- The advertising effectiveness of noncelebrity endorsements depends on the risks associated with the product category advertised.
- In product categories associated with high levels of social risk, customer endorsements result in higher advertising effectiveness relative to no endorsement.
- In product categories associated with higher physical risk, employee endorsements result in higher advertising effectiveness relative to no endorsement.
INTRODUCTION
Endorsements function to enhance endorsed brand outcomes, and extensive research documents show the most prominent form, celebrity endorsements, exerts positive effects on consumers’ brand evaluations (e.g., Amos, Holmes, and...