A Study on the Influence of Celebrity Endorsements on the Public’s Attitudes Towards Non-for-Profit Organisations (Npos)

A study on the influence of celebrity endorsements on the public’s attitudes towards Non-for-Profit Organisations (NPOs)

Contents
1. Introduction 3 1.1 The use of celebrity endorsements for for-profit organizations 3 1.2 The rise in use of celebrity endorsement in NPOs 4 1.3 Examples of celebrity endorsement 4 1.4 Choosing a suitable celebrity endorser 5 1.5 Definition 6
2. Rationale 7 2.1 Purpose of Study 7 2.2 Research questions 8 2.3 Research objectives: 8 2.4 Delimitations 9
3. Literature Review and Hypothesis Development 9 3.1 Influence of celebrity endorsement on behavioral component of attitude 9 3.2 Celebrity endorsement for NPOs and for profit organization 9 3.3 Attributes of celebrity endorsers 10 3.3.1 Perceived attractiveness of celebrity endorsers 11 3.3.2 Perceived credibility of celebrity endorsers 16
4. Conceptual Framework and Conclusion 21
5. References 22

1. Introduction

1.1 The use of celebrity endorsements for for-profit organizations

The use of celebrity endorsement as a marketing platform has been increasingly engaged by companies. This is because it has been showed that celebrities have significant effects on attitudes toward the product and purchase intentions. (Friedman & Friedman, 1979, as cited in Gurel-Atay, 2010, p. 57)

According to Agrawal and Kamakura (1995), it is estimated that approximately 20% of all advertisements use some form of celebrity endorsement to inform and persuade. In addition, a recent estimate has indicated that approximately 25 percent of all American commercials employ the use of celebrity endorsers (Shimp, 2000). In 2001, IEG Endorsement Insider, an advertising trade publication, estimated that celebrities directly received more than $800 million in 2001 (Agrawal & Kamakura,1995).

Using celebrities as the source of brand messages has acknowledged advantages. It is without doubt that celebrity endorsers are able to break through

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