Selection of Celebrity Endorsers : A case approach to developing an Endorser Selection Process Model

Item Type Journal paper
Abstract

This paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally held assumption that endorser selection is usually taken care of by creative agencies, vetting several candidates by means of subtle evaluation procedures.

A case study research has been carried out among companies experienced in celebrity endorsements to learn more about the endorser selection process in practise. Based on these cases theory is inductively developed.

The research suggests that the generally held assumption that endorsers being selected and thoroughly vetted by a creative agency may not be universally valid. A normative model to illustrate the continuum of the selection process in practise is suggested and the two polar case studies (Swiss brand Lindt and Austrian Vitatherm) are presented in depth.

As the results of the study suggest, generally held assumptions towards the endorser selection process may be challenged. Consequently, this affects the necessary accuracy of models to evaluate the brand-endorser matchup.

Conducted case studies indicate that there are various avenues how brands come to their endorser. This paper could not find evidence of a best practice strategy.

A normative model for the celebrity endorser selection process is suggested.

Authors Schimmelpfennig, Christian & Hollensen, Svend
Journal or Publication Title Marketing Intelligence & Planning
Language English
Keywords Celebrity Branding, Branding, Endorsements
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date January 2013
Publisher Emerald
Place of Publication Bingley UK
Volume 31
Number 1
Page Range 88-102
Number of Pages 15
ISSN 0263-4503
Publisher DOI 10.1108/02634501311292948
Depositing User Christian Schimmelpfennig
Date Deposited 11 Feb 2013 13:56
Last Modified 27 Feb 2016 15:18
URI: https://www.alexandria.unisg.ch/publications/220451

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Citation

Schimmelpfennig, Christian & Hollensen, Svend (2013) Selection of Celebrity Endorsers : A case approach to developing an Endorser Selection Process Model. Marketing Intelligence & Planning, 31 (1). 88-102. ISSN 0263-4503

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https://www.alexandria.unisg.ch/id/eprint/220451
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