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By reporting results derived from a meta-analysis of the effectiveness of celebrity endorsement literature, this study addresses this gap. This study investigates the source effects of celebrity endorsers in the advertising and communication literature to determine whether the existing body of literature – considered collectively – can yield any theoretically relevant and managerially relevant insights. More specifically, this paper reviews quantitative studies in the literature and documents the relationships between use of a celebrity endorser and the resulting effectiveness of that endorsement.

RESEARCH QUESTIONS

An examination of the relevant literature reveals that numerous celebrity endorsement source effects have been investigated. Naturally, if researchers were better able to identify the most influential source effect(s), they could focus investigations on models composed of superior explanatory variables. And were such an ideal to eventuate, more accurate empirical results would surely follow. In pursuit of such a model, the first research question addressed in this study was:

Q1: What are the most important source effects of celebrity endorsement?

Researchers have occasionally investigated whether matching the dominant traits of specific celebrities to specific products' attributes improves advertising effectiveness (Batra & Homer 2004). However, many studies have failed to investigate this particular moderator effect. This oversight may be critical. Certainly, it appears important to examine the product/celebrity endorsement fit moderator across the extant body of findings to ascertain whether this moderator might account for some portion of the differences in findings observed to date.

In pursuit of these outcomes, this study's second research question was:

Q2: What effect does the celebrity endorser/product fit have on celebrity endorsement effectiveness?

The studies that comprise the extant celebrity endorsement literature vary widely in their sampling units, data analytic approaches, experimental settings, and statistical findings. When the resulting findings are clear, such variation can increase the generalisability of the results. However, since most findings in any meta-analysis require interpretation, varying theoretical and methodological approaches can prove confusing and unclear (Rosenthal & DiMatteo 2001). Therefore, it is always important to determine which research techniques yield the most accurate results. The associated insights may help prevent the onset of problems in future studies (Wilson & Sherrell 1993). The third research question addressed in this study was:

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