The effectiveness of celebrity endorsements in Polish magazines
Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polis...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Lodz University Press
2018-01-01
|
| Series: | Annales Etyka w Życiu Gospodarczym |
| Subjects: | |
| Online Access: | https://czasopisma.uni.lodz.pl/annales/article/view/4436 |
| _version_ | 1819044592545169408 |
|---|---|
| author | Kinga Kowalewska |
| author_facet | Kinga Kowalewska |
| author_sort | Kinga Kowalewska |
| collection | DOAJ |
| description | Due to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names. |
| first_indexed | 2024-12-21T10:15:08Z |
| format | Article |
| id | doaj.art-60938a4d00c745fea3bb598b5d0e8995 |
| institution | Directory Open Access Journal |
| issn | 1899-2226 2353-4869 |
| language | English |
| last_indexed | 2024-12-21T10:15:08Z |
| publishDate | 2018-01-01 |
| publisher | Lodz University Press |
| record_format | Article |
| series | Annales Etyka w Życiu Gospodarczym |
| spelling | doaj.art-60938a4d00c745fea3bb598b5d0e89952022-12-21T19:07:36ZengLodz University PressAnnales Etyka w Życiu Gospodarczym1899-22262353-48692018-01-01214314410.18778/1899-2226.21.4.044436The effectiveness of celebrity endorsements in Polish magazinesKinga Kowalewska0Adam Mickiewicz University in Poznań, Department of Ecolinguistics and Communicology, Institute of Russian StudiesDue to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.https://czasopisma.uni.lodz.pl/annales/article/view/4436advertisingcelebrity endorsementpress advertisementstrust and efficiencyadvertising recall |
| spellingShingle | Kinga Kowalewska The effectiveness of celebrity endorsements in Polish magazines Annales Etyka w Życiu Gospodarczym advertising celebrity endorsement press advertisements trust and efficiency advertising recall |
| title | The effectiveness of celebrity endorsements in Polish magazines |
| title_full | The effectiveness of celebrity endorsements in Polish magazines |
| title_fullStr | The effectiveness of celebrity endorsements in Polish magazines |
| title_full_unstemmed | The effectiveness of celebrity endorsements in Polish magazines |
| title_short | The effectiveness of celebrity endorsements in Polish magazines |
| title_sort | effectiveness of celebrity endorsements in polish magazines |
| topic | advertising celebrity endorsement press advertisements trust and efficiency advertising recall |
| url | https://czasopisma.uni.lodz.pl/annales/article/view/4436 |
| work_keys_str_mv | AT kingakowalewska theeffectivenessofcelebrityendorsementsinpolishmagazines AT kingakowalewska effectivenessofcelebrityendorsementsinpolishmagazines |