An examination on multiple celebrity endorsers in advertising

• Published in: The journal of product & brand management Vol. 11; no. 1; pp. 19 - 29
• Main Authors: Hsu, Chung-kue, McDonald, Daniella
• Format: Journal Article
• Language: English
• Published: Santa Barbara MCB UP Ltd 01.02.2002; Emerald Group Publishing Limited
• Subjects: Advertising; Advertising campaigns; Audiences; Celebrities; Consumers; Endorsements; Gender; Market segmentation; Marketing; Perceptions; Segmentation; Studies; United States > US; Segmentation; Advertising; Celebrities
• ISSN: 1061-0421; 2054-1643
• DOI: 10.1108/10610420210419522

Celebrity endorsement advertising is a prevailing advertising technique. Some marketers choose to utilize multiple celebrities to promote their products or brands. Nevertheless, it is surprising that so little research has focused on this phenomenon. This research discussed advantages and potential concerns of multi-celebrity endorsement advertising and documented the actual use of multiple celebrity endorsers in the milk mustache campaign in the USA. We analyzed the content of the 50 milk mustache ads appearing on the http: www.whymilk.com Web site on a list of celebrity- or product-related dimensions. Overall, we found that these milk mustache ads have matched their celebrities' gender, age and type of milk attributes in appealing to their female male, teen adult consumers. The results support that fit between the endorsed product and various celebrities is a key factor for using multiple celebrity endorsers in advertising.