明星代言外文文献Celebrity endorsements_ Influence of a product-endorser match on Millennials attitudes and purchase intentions.pdfVIP

Journal of Retailing and Consumer Services 32 (2016) 39 –45 Contents lists available at ScienceDirect Journal of Retailing and Consumer Services journal homepage: /locate/jretconser Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions Karla McCormick Florida State University, 304 Sandels, 120 Convocation Way, Tallahassee, FL 32306, USA a r t i c l e i n f o a b s t r a c t Article history: The buying power of millennial consumers is ever growing. They are social consumers, sharing all as- Received 12 January 2016 pects of their experiences on social media. One advertising technique that may sway millennial con- Received in revised form sumers is using a celebrity endorser. The purpose of this study was to investigate if the presence of a 5 May 2016 congruent product-endorser match helped influence purchase intent of millennial consumers and aide in Accepted 27 May 2016 favourable attitudes toward the advertisement. Millennials evaluated an unfamiliar celebrity endorse- Available online 9 June 2016 ment where they indicated they had little intent to purchase the product endorsed by the unfamiliar Keywords: celebrity, but the unfamiliar celebrity did lead to favourable evaluations of the advertisement. Celebrity endorsements