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popular music, act in financially successful movies, or win sports championships. In fact, depending on their level of performance, celebrities do rise and fall in popularity throughout their entire career (Agrawal & Kamakura 1995). When a celebrity fails to perform acceptably, as defined by consumers, a celebrity endorser's effectiveness tends to decline (Agrawal & Kamakura 1995).

 

Negative Celebrity Information

Since repeated pairings of a brand and celebrity strengthen the associative link consumers establish between brand and celebrity, negative information about the celebrity may negatively impact the endorsed brand (Erdogan & Baker 2000). Till and Shimp (1998) observed that a strong associative link between celebrity and product must be present before negative celebrity information lowers brand evaluations. Regardless of the strength of association consumers perceive between the celebrity endorser and the product, negative information about celebrity endorsers can put a firm's products and image at risk. Pop star Michael Jackson's child molestation indictment produced negative connotations. The resultant celebrity image transformation would have bottomed out Jackson's endorsement effectiveness for Pepsi – had the company not long since opted out of Jackson as an endorser due to his prior alleged indiscretions.

 

Celebrity Credibility

Celebrities are generally viewed by consumers as credible sources of information about the product or firm they endorse (Goldsmith et al. 2000). The literature exploring celebrity endorsements has generally employed one of two foundational source models: (1) the source-credibility model, and (2) the source-attractiveness model (Erdogan 1999).

 

Source credibility can be defined as 'a communicator's positive characteristics that affect the receiver's acceptance of a message' (Ohanian 1990, p. 41). The source-credibility model analyses the factors leading to the perceived credibility of the communicator (Hovland et al. 1953). The model contends that the effectiveness of a message depends upon the perceived level of expertise and trustworthiness associated with an endorser or communicator (Erdogan 1999). When considered jointly, expertise and trustworthiness are presumed to embody the source credibility construct (Ohanian 1990).

 

The source-attractiveness model posits that the attractiveness of any source is determined by the communication receiver's perceptions of the source's similarity, familiarity, and likeability. Essentially, if consumers perceive a celebrity endorser as similar to them and they are familiar with and like the celebrity, they will tend to find the celebrity more attractive.

 

Celebrity Expertise

Erdogan (1999, p. 298) defines celebrity endorsers' expertise as 'the extent to which a communicator is perceived to b本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。