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esearch method. The primary advantage clearly derives from the method's ability to scrutinise any literature as a meaningful whole. At that point, similarities and differences among methodologies and the results of many studies can be uncovered more easily. Meta-analysis also permits small and non-significant effects to contribute to a more complete picture of the results of a stream of literature (Cooper & Hedges 1994). Finally, meta-analysis identifies moderators by identifying and exploring potentially meaningful patterns in quantitative studies.

 

When meta-analysis is employed, exploration, as opposed to simple confirmation, of the relevant literature is emphasised. This emphasis is practically and theoretically significant. Exploration provides a more effective means of formulating causal influences and understanding, at least inferentially, why various results occurred (Cooper & Hedges 1994).

 

Effect size

In accordance with Rosenthal (1995), we focused on providing a meta-analysis that would provide a succinct look into celebrity endorser source effects and effect size. Hence, five experts were consulted to aid in evaluating studies for inclusion in this meta-analysis. The majority of studies in this meta-analysis measured celebrity endorsement effectiveness via the foremost categories of constructs: (1) purchase intention, (2) brand attitude, and (3) attitude towards advertisement, (4) believability, (5) recall, and (6) recognition. Other studies included: measured effectiveness as actual purchase behaviour, expected excess returns, or other measures of behavioural intention and attitude. Some studies used only one measure celebrity endorsement effectiveness (e.g. Goldsmith et al. 2000; Erdogan et al. 2001; Forehand & Perkins 2002). But others examined celebrity endorsement source effects across several measures, using two or more constructs categories to assess perceived celebrity endorsement effectiveness (Till & Shimp 1998; Silvera & Austad 2004).

 

While effectiveness has been measured in the included studies by various constructs, the purpose of meta-analysis is to focus on the effect size of chief explanatory variables (Cooper & Hedges 1994). Therefore, when conducting a meta-analysis, effect size is the essential component, not the individual dependent variables used in the studies under consideration (Rosenthal 1995). From the studies used in this meta-analysis, the relationship between the independent source effect variables and the measure of effectiveness was converted into a weighted effect size that was, in turn, used in the subsequent analysis as the dependent variable.

 

Selecting the Relevant Literature

A comprehensive literature review identified all relevant empirical studies that dealt directly or indirectly with celebrity endorsement. The ABI Inform, EbscoHost, Google Scholar, Digital dissertations and Science Direct databases were all searched. Peer-reviewed academic journals, as well as trade journals,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。