Date of Award
Spring 2024
Thesis Type
Open Access
Degree Name
Honors Bachelor of Arts
Department
Business
Sponsor
Dr. Marc Fetscherin
Committee Member
Dr. Raghabendra KC
Committee Member
Dr. Jennifer Queen
Abstract
The utilization of celebrity endorsers has become a prevalent strategy among marketers in recent years, serving to enhance brand communication and audience engagement. This study examines the dynamic relationships of celebrity endorsements, specifically investigating the impact of perceived warmth and competence on celebrity endorsers through the stereotype content model (SCM). The model was introduced to fill the research gap in a marketing context on the influence of the perceived warmth and confidence of endorsers on the perception of brands and, subsequently, consumer behavior. Furthermore, the research evaluates the consequential effect of brand image on key brand elements, including purchase intention, net promoter score (NPS), and brand loyalty. A quantitative study was conducted using Qualtrics with a sample of 252 participants randomly assigned to one of four stimuli, each aligning a celebrity endorser’s warmth and competence perceptions inversely with the brand. Analysis revealed no significant correlation between celebrity endorser’s perceived warmth and brand’s perceived warmth. Despite the alignment with their extreme, brands did not exhibit notable changes along the warmth dimensions. However, analysis did reveal a significant correlation between low celebrity competence and its negative impact on perceived brand competence. Additionally, the study identified correlations between brand image and brand loyalty, purchase intention, and net promoter score based upon the participants’ responses, though further research is needed to establish potential causal relationships. Finally, the study offers suggestions for future research directions and practical applications.
Recommended Citation
Gilis, Helene, "The Influence of Celebrity Endorsers on Brands' Perceived Warmth and Competence" (2024). Honors Program Theses. 225.
https://scholarship.rollins.edu/honors/225
Rights Holder
Helene Gilis
