Evaluating the advertising effectiveness of noncelebrity endorsers: Advantages of customer vs. employee endorsers and mediating factors of their impact

Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.
Grve, Schnittka, and Haiduk


  • 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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands