Publication
Title
The impact of negative endorser information and their facial appearance on advertising effectiveness for profit and not-for-profit organizations
Author
Abstract
This study compared consumer reactions to positive and negative information about endorsers. We analysed the effects of positive versus negative publicity about a fictitious male or female endorser with either a cold or warm facial appearance in two conditions: an ad for a profit organization and an ad for a nonprofit organization. The results show that consumers' attitude toward the ad and the brand/charity organization is negatively affected by negative information about the endorser. Moreover, the impact of negative information of the same endorser is significantly greater for ads of profit organizations than for ads of not-for-profit organizations, especially for endorsers with a warm facial appearance. These results suggest that the risk of negative endorser information is much higher for profit organizations than for not-for-profit organizations.
Language
English
Source (journal)
Atlantic journal of communication. - Mahwah, N.J.
Publication
Mahwah, N.J. : 2017
ISSN
1545-6870
Volume/pages
25:2(2017), p. 114-126
ISI
000404435400004
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Publication type
Subject
External links
Web of Science
Record
Identification
Creation 21.11.2018
Last edited 29.08.2021