Initial Research Into Endorsements

Infographic on Young peoples opinions of celebrity endorsements

Controversial celebrity endorsements:
http://finance.yahoo.com/news/7-controversial-celebrity-endorsements-105627600.html

Weird Endorsements:
http://www.funnyordie.com/slideshows/f4cefa4a70/the-weirdest-celebrity-endorsements#slide2

Kim K Toilet Paper?

Silly Endorsements:

http://www.huffingtonpost.co.uk/2013/03/12/silliest-celebrity-endorsements_n_2860532.html

More Disasters:

http://www.buzzfeed.com/katienotopoulos/15-celebrity-endorsements-gone-horribly-wrong

"The line has blurred between a celebrity who is known for entertainment talent and one for whom his or her primary accomplishments are business ventures."

Another article:

http://www.google.com/think/articles/celebrity-endorsement.html

Good Tone of Voice in this article:

http://www.smartmoney.com/spend/family-money/do-celebrity-endorsements-work-1300481444531/

Good Summary:

"The basic idea of the endorsement is pretty simple. People like celebrities. If those celebrities say that they like a product, people will like that product, too."

"So, what accounts for this celebrity effect? Endorsements could be a signal of quality -- but the modern consumer is sophisticated. They know money's changing hands. At a deeper level, we seem to crave connection to the famous and the powerful."

http://www.pointparkglobe.com/2.7413/do-celebrity-endorsements-really-persuade-consumer-buys-1.1039650?pagereq=2#.UbhkFI5OQ6o

Experiment: 'A total of 329 Spanish people over the age of 18 were shown  the two advertisements, with 162 being shown the UNICEF-Pau Gasol combination and 169 being shown the UNICEF-Penelope Cruz combination.'

These Hypothesis were supported with the experiment data:

Higher celebrity credibility will be positively correlated with the attitude toward the advertisement.

Higher credibility of the organisation will be positively correlated with the attitude toward the advertisement.

Higher perceived fit of the celebrity with the social cause will be positively correlated with the attitude toward the advertisement.

Higher attribution of pure motives to the celebrity will be positively correlated with the attitude toward the advertisement.

Higher perceived fit of the celebrity with the social cause will be positively correlated with attribution of pure motives to the celebrity.

Higher attitude toward the celebrity will be positively correlated with the perceived fit of the celebrity with the social cause.

Higher acceptance of the practice of celebrity endorsements in social causes will be positively correlated with the perceived fit of the celebrity with the social cause.

Higher attitude toward the advertisement will be positively correlated with behavioral intentions.

Higher credibility of the organization will be positively correlated with behavior intentions.

- See more at: http://www.douglaserice.com/celebrities-non-profits/#sthash.t7x0QPz3.dpuf

Potential references:

Celebrity Sells by Hamish Pringle     http://www.amazon.co.uk/dp/0470868503

Celebrity Endorsements: Theoretical Explanations of Meaning Transfer - and Schema-based-Models - Recent Developments    

http://www.amazon.co.uk/gp/search?index=books&linkCode=qs&keywords=3844301178

Will Work for Shoes - Susan Ashbrook