Hidden factors to success

Transcription

1 I NT E R N A T I O N E L L A H A N D E L S H Ö G S K O L A N HÖGSKOLAN I JÖNKÖPING Celebrity Endorsement - Hidden factors to success! " #$#%& '(()

2 J ÖN K Ö P I N G I N T E R N A T I O N A L B U S I N E S S S C H O O L #$#%&* Celebrity Endorsement - Hidden factors to success! " #$#%& '(()

3 Master Thesis in Business administration Title: Authors: Tutor: Co-examinator: Date Abstract Celebrity Endorsement Chabo Dimed, Saouma Joulyana Gustavsson Veronica Davidson Per + & +, $! $ - $& %&. + + % %- &%/! &/ ++ % & & &% %%%/ +&%-! %%+ ++% + % & & %/ +&- " # + % + + +%% %+0++%%.%// - % / + 1 & % % %-2 / 1 + +%%++ %%-3/ +%+-,!% & & %% % - / & 1 4!%- 5% &++ / + -/ %% / +& /!% % $ & & %&-

4 Table of Contents 1 Introduction The emergence of celebrity endorsement The two-sided effect of celebrity endorsement Limitations Purpose Research questions Outline of this study Literature review Introduction Celebrity endorsement strategy Company Choose and use celebrities as endorsers Celebrity Source credibility Source attractiveness Source Power Brand Brand equity Meaning transfer Multiple brand endorsement Consumer Consumer behaviour and negative publicity Chapter summary Hypotheses Methodology Introduction Sampling Conjoint Analysis Attributes and attribute level Different approaches of conjoint analysis Experimental design Pilot study Data collection The survey Statistics Analysis and results Introduction Research question Testing the hypothesis Results research question Research question Case Case Testing the hypothesis Results research question

5 4.4 Research question Perceived importance of attributes Results research question Chapter summary Conclusions and discussion Introduction Research questions Discussion Final words from the authors Prospects for future researches Critique of this research process References Figures Figure 1-1: The Optimal use of celebrity endorsement (Chabo & Saouma, 2005)... 3 Figure 1-2: The effect of negative information (Chabo & Saouma, 2005)... 3 Figure 2-1: The structure of the literature review... 6 Figure 2-2: A triangular relationship (Pringle, 2004)... 8 Figure 2-3: Meaning transfer in the endorsement process (Schlecht, 2003) 13 Figure 1-1: The network of optimal use of a celebrity (Chabo & Saouma, 2005) Tabels Table 3-1: Numbers of Students at Jönköping University Table 3-2: Attributes and attribute level of the conjoint experiment Table 4-1: Outline of research process Table 4-2: Ranking the attributes Appendices Appendix 1-8 profiles for the six attributes at two levels Appendix 2 - Research Survey Appendix 3- Extract from pilot study Appendix 4 - Appendix concerning reserach question Appendix 5- Appendix concerning reserach question 2 case Appendix 6- Appendix concerning reserach question 2 case Appendix 7- Anova tables Appendix 8- Perception of attributes... 70

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36 4.5 Chapter summary 4+ + % & & &/ + %-/ + & +% +. + % % - &+& % & & & % + / & &+- % %+ ++ &+ % % - 5 % %& / %%%+ % -$ % & % % $ + / -D / && % & &% % ++ % / % - +/$&& % & %7& %;&/ & $& % $ & ++ & & %7,6 :; ++ ++/ % %-/ $% + ++ / > % &+ ++% %- 2/ & 61 / % 7!%/ / / $; $ 7'-0;-D / &+ $ I+J $ % %%-5 + $/ %+7$/!%/ ;$ - /&+I+J&%+- 3/ + &+I+J % + / %-? + /+ +++% ++E 5% & ? %& &+ 61/ ++- D 61 /!% % % + $ % + - % &- +/!% ++ & &+-!%% :6

37 $ % %-2 / &/!% &&%%- 2/ &+ / > % + % & &+-/% & & &+/!% % +& $ &&- % $ & %- +/ & -, ++ & % + - % / % & &+- + &!% % % & $& %+- &+.&+/$//I+J & +% +&%- / + +% &-3/ +%4 +- % $ + $ % %/ %- & &% +%-/ & + & & &- :'

38 5 Conclusions and discussion ' $ - $ $ 5.1 Introduction &&% %! + -5 %/,+-, %+)-'-,/,%& + F) % + * + #$#%& - $ 61 % / + $ & % %- 2 / % ++ - % &&%+7+& 6 6;- / +%+ & + ++ &% %/ &+- +& % +! %% + & &/ % & & +- + )-:- + $& & /,- + %/+ ++ /%&& $ Research questions ( $ ) $ $ * % / % & & & & %%+ % / % ++ & % +&+- +/ +% + -0-'-'!%/ / $ - $ %++ % %/ &% -? %%&++%/ %+!% -/ %+ $ & & &/ - & % &$ - $& ::

39 & % && / & I%J / $ $ % + %C- + $$ ) $ * &+-5 % %%++%! , / && %&-3/ + ++% %& -2/ + + &+- ( $ *? %/ % +!% I+J- & + +,%$ % % - +& & % 0-)/ 4 + % + + % & % - & %!% +, %- +/ %+ + &!% ++&- 5.3 Discussion && +&+,& / % 7+&) 6;&&%% + - %+&6 ' %%+ + % $ & &-2&6 ' ++ +%+& / +!% + &+- :0

40 % =!% 2&) 6 $+%+!%$ & %/ %+-% ++&) 6 &%+ & - $ $ &%- ++ %/ & & %- 5 % $ &+ % & &/$ ++ &% %%- 5.4 Final words from the authors 4 + & + + +%+% & & +- +!%-/ & + % + %+ -B %%++/ & & + %+ % $ + $& + % &,- 5 + % & & + %/ & %% + %-/ & &&% +& &/ % %+& +$ & &%- 5.5 Prospects for future researches + % && & %% &+ %!% ++% & & + - $ ++ :)

41 - % && / % & %- "/!& +& %$ &%+ % &$-? & % & & %C! %C- / %% + + & +% + +% - 4!%+ % &% &% - % && %% ++ / &/! - +%+ %+++$- 2 / %/ % +% + +& / % + & % % % &+- %- &&+& ++ & % / & + &+ &&- / % &+ && %& + & & %%++ / % +% %- A/ & 4/ + $%++ $ %%-& / $& + & ++ & + - +& & +/ & +& - :1

42 ,+ % 6 Critique of this research process $ $. & + ++ &-,7+&%; + % 7,;- 2 / %% )(%4!% & F)% %/ + & + % + &! %-/ G ' 76 61/6 </9 61; - G ' & & + G ' % !%- & + 7; + & &+- % + % % %! + & +- 3/ & & + +,+ /&+%- 2 / & 4 &/ &&+, + -2 / 4!% % / $% %%+ / + + && ++ % ++ - % % %$ %%+ - $% + % + & - & %/ + & % % & +/ + % ++ & + &+- % + % % +-? $& %%! 0 / + % ++ & & + -3/+ %++ & ++ - :F

43 G+ References $/--7'(((;-/ -+8 /5BQ$- $/ ;-0/ -- +%BQ$- >/--/8%/-7'((';-/7) -;- 33& =BQ$- / -/ 3/ G- G-/ 8 769<(;- 4 + $& & F;/:9F 0(<- Belch, G.E., & Belch, M.A. (2001). Advertising and Promotion: An integrated Marketing Communications Perspective (5 th ed.). Boston: Irwin/MaGraw- Hill. Bielli, A. (2003).The Research Power Behind Great Brands. Retrieved / -/ /- " 8 7'((6;- 4$ 0 5 ="A-+- / -/ 8 / - 7'(();- 6 % #$#%& 5 #$#%&- / -/ 8 / - 7'(();- 7$' #$#%& 5 #$#%&- / -/ 8 / - 7'(();- 7 6 % #$#%& 5 #$#%&- /--7699); =-;BQ$ "- / G-/ 8 7'(((;- 5 " 1 % 0 287:;/'(: '6:- / ;- =/ "%/ = % % & ++& " " - 1 #$ 9:7:;- / - 7'((0;-( 5$/ *.# ).; #$#%& 5 /#$#%&*- =$ /2-7699F;-' % <+ %&# 4+ A$#%& + M & & %+ =&&/A$#%&*- =&/ K--/ $/ --/ 8 &&/ - 7'((6;- & = ""%1 #$ 5 32/6 '1- :<

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

45 G+ A/ --/ 8 D/ - 7'((';- G% 2 = 7; 1 #$ C2- A/ - 7'(();- 28 0& A CD %CC-+-CC$CC$+C(/:')</1((669/((- -G'(() (' (<- B ;- 0, # 7' -;- B "3- $/-769<9;-I? E++ %J-1 % 5 /2E7:;-:6( '6- DR / - 8 & / FC9<;- % + = ' 0 5$2D7';/6) '0- D /G-7699(;-+ %!%/ -1 #$ 2? +&- "&/3-7'((0;--1( F -? *@- G / - 7'(();- % " = % B-6:'F 1<61-++ *- Riezebos, R., Kist, B., Koostra. G. (2003), Brand Management. A theoretical and practical approach. Prentice Hall. /-/A"-/8 /-7'((:;-5 /" 3- ++/-A8@$/A-A>-7'((0;-% /$ -" B- / - 7'((:;- 5% &-% G/ BQ$- / -/ -= (;- ++ +!! & %% + & %& ++-1 $ /2?2/60 ''- / -3-/ '((0;- 2 %& C:766C6';/ 6)(9 6)'1- % /--/8K $/-7699F;-4+%%+ % % -#$ G C/'(: '0<- / -A-/ / =--/ 8 / 3-- 7'((';-6 ; 5 0/@ 70;/ D'(('/:<< 060-0(

46 G+ /-G-7'((';-% /$,/H$/) -"3B - #/-7'((:;-0 A -A#- &/A-"-/@/@-8&/A--7'((6;-=+ = /5/ A++S%++ %/% %/ % 1 0 B 28 71;/ *- /--/8 %/--7699<;-=& +B& 5+1 #$ 98 / --/ 8 / <;- &% = =!%1 % 0 2@71;/)F1 )<1- / "- 7'((0;-? " / %% $ I$ ++J %CC-%-CC"-+E5N00:F1- G'(() (: 66- "/ -/ 8 G/ ;- *& 4 %+++&-/ 1?:7<;/) 6'-? &/ - / G/ - 8 / B- 7699);- =,/ "+ 8 " 5-1 #$ 937:;-? / G- 7'((:;- & % % 7 ( 9270;/ 6F '(- 06

47 Appendix 1-8 profiles for the six attributes at two levels =!% A$ & + I+J % A A A A A A &6 3& 3& A A 3& A &' A 3& 3& A 3& 3& &: 3& A 3& A A 3& &0 A 3& A 3& A 3& &) 3& A A 3& 3& 3& &1 3& 3& 3& 3& A A &F A A 3& 3& 3& A &F 0'

48 Appendix 2 - Research Survey + I Q $%+ $&- +& / % & +, $ & - 2 / + & &!% / ++ & - + %+%/ % &% - + %++ - 3/ & ++ &%-* # ## #... # ? % +++&& + && %/ ++ &-? % > &%- # ##...$4" %%+ -D % / %% & $ $ % $- Q & %+ -/+ &%/ 6+ % & % F& & -? $ $ & & / % & & %- 8 #. #.. # 4!%& &%$ 6)% $-2/% > % $+%%- 0:

49 "$ ", + $&/!%!% %- H, & + $&/!%!%- + $&/!%!%-, 3 &-, + + -, + + % %% %- 0, && + % + % + - H, - H, + & $ - H, & + %%- H, + +& &-, % & -, + - $%%-, +&& - "0,3 + - H, & +-,B+- 00

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67 7"%,; $48.> 4<.. > %4<...> &4< > 4<.# > 5 5B 3A@ 33 Q B D Q B D Q B D Q B 1'

68 Appendix 3- Extract from pilot study $ :, "# *# "# "# "- "#. "# /90 "# ( # " ; A% 6 ' : 0 ) 1 F 3& % 1:

69 Appendix 4 - Appendix concerning reserach question 1,& 30 Importance summary 20 Averaged Importance 10 0 expertise similarity meaning transfer trsutw orthiness likeability Match Factor,&( Individual Subject Importance Averaged Importance expertise similarity meaning transfer trsutw orthiness likeability Match Factor 10

70 ,& 30 CARD Frequency 0 1,0 2,0 3,0 4,0 5,0 6,0 7,0 Std. Dev = 1,45 Mean = 4,9 N = 75,00 CARD12 1)

71 Appendix 5- Appendix concerning reserach question 2 case 1, 30 Importance summary 20 Averaged Importance 10 0 expertise similarity meaning transfer trsutw orthiness likeability Match Factor,( 80 Individual Subject Importance Averaged Importance expertise similarity meaning transfer trsutw orthiness likeability Match Factor 11

72 Appendix 6- Appendix concerning reserach question 2 case 2,' 30 Importance summary 20 Averaged Importance 10 0 expertise similarity meaning transfer trsutw orthiness likeability Match Factor,'( Individual Subject Importance Averaged Importance expertise similarity meaning transfer trsutw orthiness likeability Match Factor 1F

73 Appendix 7- Anova Model Summary(b) Appendix 7A Model R R-square Adjusted R- square Std. Error of the Estimate 1,562(a),316,128 20,357 a Predictors: (Constant), CARD16, CARD10, CARD7, CARD3, CARD12, CARD11, CARD1, CARD14, CARD13, CARD5, CARD8, CARD2, CARD6, CARD4, CARD15, CARD9 b Dependent Variable: RESP ANOVA(b) Appendix 7B Model 1 Sum of Squares df Mean Square F Sig. Regressio n 11114, ,663 1,676,078(a) Residual 24035, ,403 Total 35150, a Predictors: (Constant), CARD16, CARD10, CARD7, CARD3, CARD12, CARD11, CARD1, CARD14, CARD13, CARD5, CARD8, CARD2, CARD6, CARD4, CARD15, CARD9 b Dependent Variable: Model Summary Appendix 7C Adjusted R- Std. Error of Model R R-square square the Estimate 1,430(a),185,086 20,832 a Predictors: (Constant), CARD8, CARD7, CARD5, CARD4, CARD2, CARD1, CARD3, CARD6 ANOVA(b) Appendix 7D Model 1 Sum of Squares df Mean Square F Sig. Regressio n 6507, ,411 1,874,079(a) Residual 28642, ,981 Total 35150, a Predictors: (Constant), CARD8, CARD7, CARD5, CARD4, CARD2, CARD1, CARD3, CARD6 b Dependent Variable: 1<

74 Model Summary Appendix 7E Adjusted R- Std. Error of Model R R-square square the Estimate 1,506(a),256,166 19,909 a Predictors: (Constant), CARD16, CARD10, CARD12, CARD14, CARD15, CARD11, CARD13, CARD9 ANOVA(b) Appendix 7F Model 1 Sum of Squares df Mean Square F Sig. Regressio n 8988, ,554 2,834,009(a) Residual 26161, ,387 Total 35150, a Predictors: (Constant), CARD16, CARD10, CARD12, CARD14, CARD15, CARD11, CARD13, CARD9 b Dependent Variable: RESP 19

75 Appendix 8- Perception of attributes 40 Expertise Frequency ,0 2,0 3,0 4,0 5,0 Std. Dev = 1,25 Mean = 4,0 N = 75,00 Rating 50 Trustworthiness Frequency ,0 2,0 3,0 4,0 5,0 Std. Dev =,93 Mean = 4,3 N = 75,00 Rating F(

76 30 Similarity Frequency 0 1,0 2,0 3,0 4,0 5,0 Std. Dev = 1,10 Mean = 3,4 N = 75,00 Rating 30 Likeability Frequency 0 1,0 2,0 3,0 4,0 5,0 Std. Dev = 1,06 Mean = 3,0 N = 75,00 Rating F6

77 30 Meaning transfer Frequency 0 1,0 2,0 3,0 4,0 5,0 Std. Dev = 1,24 Mean = 3,4 N = 75,00 Rating 30 "Fit" Match Frequency 0 1,0 2,0 3,0 4,0 5,0 Std. Dev = 1,10 Mean = 3,6 N = 75,00 Rating F'