Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes
Abstract
The aim of the study was to assess the impact of the gender of the celebrity and the gender of the consumer who is exposed to an ad featuring a celebrity on consumer response to celebrity endorsements. The hypotheses were tested in an experimental study. The results indicated support for four hypotheses regarding differential response by women to ads featuring celebrity endorsers, differential responses to ads featuring female celebrity endorsers, as well as differential response to female celebrity endorsers. Partial support was found for an interaction effect of gender on response to the gender of celebrity endorsers. The implications of the study results as well as limitations and possible future research avenues are discussed.
Keywords
Citation
Klaus, N. and Bailey, A.A. (2008), "Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes", American Journal of Business, Vol. 23 No. 2, pp. 53-62. https://doi.org/10.1108/19355181200800010
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited