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The Pinocchio Factor In Consumer Attitudes Towards Celebrity Endorsement: Celebrity Endorsement, The Reebok Brand, And An Examination Of A Recent Campaign

Special Edition on Consumer Satisfaction – Global Perspective
97
THE PINOCCHIO FACTOR IN CONSUMER
ATTITUDES TOWARDS CELEBRITY ENDORSEMENT:
CELEBRITY ENDORSEMENT, THE REEBOK BRAND,
AND AN EXAMINATION OF A RECENT CAMPAIGN
John Temperley, Daniel Tangen
Abstract
Celebrity endorsement is a widely used tactic in marketing and much research has been done on
the selection and effect of celebrity endorsement. This article looks at consumer attitudes and associations
towards celebrity endorsement, using the case of Reebok and their latest marketing
campaign. An adapted version of metaphor elicitation was undertaken to find major constructs in a
sample consisting of University students. Findings from this paper confirm the importance of selection
perceived credibility of the spokesperson and image fit, the credibility of the setting, and
the dangers of overshadowing and over-endorsement. An interesting finding regards what is referred
to as the “Pinocchio factor”, the......


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Approximate Word Count: 7670
Approximate Pages: 31 (250 words per double-spaced page)

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