Evaluating the advertising effectiveness of noncelebrity endorsers: Advantages of customer vs. employee endorsers and mediating factors of their impact
Jan-Frederik Gräve, Oliver Schnittka, and Carolin Haiduk
Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage.
Grve, Schnittka, and Haiduk
MANAGEMENT SLANT
- The advertising effectiveness of noncelebrity endorsements depends on the risks
associated with the product category advertised.
- In product categories associated with high levels of social risk, customer
endorsements result in higher advertising effectiveness relative to no endorsement.
