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The Dual Entertainment Theory In Celebrity Endorsements

The Role of Celebrity Worship And Profession

Subhadip Roy, Aditya Shankar Mishra
DOI: 10.2501/JAR-2018-009 Published 1 March 2018
Subhadip Roy
Indian Institute of Management Udaipur,
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  • For correspondence: subhadip.roy@iimu.ac.in
Aditya Shankar Mishra
IBS Hyderabad,
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  • For correspondence: aditya.s.mishra@gmail.com
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ABSTRACT

This study builds on entertainment and transportation theories and empirically tests a model that incorporates the effects of entertainment motives and attitudes. It examines endorsement success and the differences in the mentioned effects between celebrity worshippers and nonworshippers, including the role of celebrity profession as a moderating variable. The study's hypotheses were tested empirically and validated with survey data of two nonstudent samples (Study 1), with real brands (Study 2), and in a different nation to ensure generalizability (Study 3). Different entertainment motives were found to influence endorsement success among worshippers and nonworshippers. The moderating role of celebrity profession also was observed.

  • Received (in revised form) July 17, 2017.
  • Accepted August 16, 2017.
  • Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 1

Journal of Advertising Research: 58 (1)
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The Dual Entertainment Theory In Celebrity Endorsements
Subhadip Roy, Aditya Shankar Mishra
Journal of Advertising Research Mar 2018, 58 (1) 33-50; DOI: 10.2501/JAR-2018-009

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The Dual Entertainment Theory In Celebrity Endorsements
Subhadip Roy, Aditya Shankar Mishra
Journal of Advertising Research Mar 2018, 58 (1) 33-50; DOI: 10.2501/JAR-2018-009
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  • Article
    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • LITERATURE REVIEW
    • HYPOTHESIS DEVELOPMENT
    • STUDY 1
    • STUDY 2
    • STUDY 3
    • DISCUSSION
    • LIMITATIONS AND FURTHER RESEARCH
    • ABOUT THE AUTHORS
    • APPENDIX Study Constructs and Items Used in the Questionnaire
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Topics

  • Celebrity endorsement
  • Tweet Widget
  • Facebook Like
  • Google Plus One

More in this TOC Section

  • The Market Value Of Celebrity Endorsement
  • Enhancing Brand Credibility Via Celebrity Endorsement
  • How a Smile Can Make a Difference: Enhancing the Persuasive Appeal Of Celebrity Endorsers
Show more What We Know About Celebrity Endorsement in Advertising

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