Celebrity endorsers and adolescents: A study of gender influences

Abstract

As proliferation of the media was taking Indian households in its stride, marketers were quick to grab the opportunities presented by this phenomenon. A significant transformation which became evident was the increased visibility of celebrities such as movie stars, sports persons, and others. In such a scenario, the impact of celebrity endorsers on consumers' attitudes to product evaluations and purchase is expected to change. This paper attempts to explore the influence of gender on consumers' perception about male and female celebrity endorsers' effectiveness on three dimensions, i.e., attractiveness, trustworthiness, and expertise. The findings, of the study are discussed to draw implications for berth practitioners as well as researchers.