• Subject Name : Management

Star Power: The Evolution of Celebrity Endorsement Research 

  1. Citation

Gilal, F. G., Paul, J., Gilal, N. G., & Gilal, R. G. (2020). Celebrity endorsement and brand passion among air travelers: Theory and evidence. International Journal of Hospitality Management, 85, 102347.



The writers in this journal have highlighted the interlink between celebrity endorsement, brand value and customers’ behaviour in the Airline industry. The brand passion among air travellers is analyzed based on source credibility theory, congruity theory and relationship motivation theory. The source credibility theory states that the credibility of a message is determined by the source trustworthiness and expertise. The attractive personality of the celebrity may determine the customers’ mood or passions for brands after endorsement. Many marketing experts also reveal that celebrity endorsement is just one of the factors influencing the consumers’ brand passion. The congruity theory states the level of attitude change of audience depends on the source’s attitude towards a concept. The brand endorsement by a female celebrity can have a significant impact on certain female airline customers. The relationship motivational theory mentions that consumer satisfaction level depends on the consumers’ relatedness need. The trustworthiness of celebrity is an ideal way of building customer’s trust on certain brands.

  1. Citation

Yang, W. (2018). Star power: the evolution of celebrity endorsement research. International Journal of Contemporary Hospitality Management.



This paper presents an evaluation of celebrity endorsement in the hospitality and tourism sector. The author defines celebrity endorsement as a key component of modern marketing. Hospitality and tourism industry is facing the problem of stagnant demand and to mitigate the problem, they employ renowned celebrities to endorse their services and products. The celebrity endorsement is an efficient way of differentiating one brand from others and beating the competition. The celebrity endorsers belong to films and televisions, sports, politics and academics. Ben Higgins, a noted American television star appeared in McDonald’s breakfast commercials in 2016. The associative learning theory mentions that human memory is like a computer network that consists of many links and resources. Consumers have positive image of some celebrities and any brand endorsed by them has a huge impact on brand popularity and acceptance in consumers. However, when a celebrity is engaged in negative publicity or scandals, consumers demand the endorsed products significantly decreases. Overall, the celebrity endorsement may have a positive or negative impact on brand demand.

  1. Citation

Wang, S. W., Kao, G. H. Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17.



The authors of this journal explained about the consumer’s perception of brand endorser and brand in the airline industry. In the age of stiff competition, airline companies spend a huge amount of money on advertising and marketing of their services. The purpose of advertising expense is to showcase the services of one Airline different than the competitors. About 50% of international travellers use airline services to travel into different regions or countries. There has also been a significant rise in demand for airline services and airliners now face a new challenge of customer retention. To keep their customer base intact, Airlines now adopt celebrity endorsement. Turkish airline used celebrity Kevin Costner in a commercial in which the actor is seen showcasing the airline services. Product differentiation strategy through advertising or product characteristics has many advantages to companies such as increased profitability and rise in the perceived value of products and services. The authors also examined the effects of celebrity endorsement on consumers’ beliefs, attitudes, and behaviours using source credibility model theory. The research paper reveals that consumers’ intention of buying airline service positively change based on trustworthiness, the attractiveness of celebrity endorser and brand credibility.

  1. Citation

Ford, J. B. (2018). What do we know about celebrity endorsement in advertising?.



The author in this journal has highlighted the importance of celebrity endorsement in the advertisement. Customers usually like to use the brands that are endorsed by a big celebrity. Brand acceptance may also depend on the profession of a celebrity. However, celebrity endorsements in many situations harm the endorsed brands. When scandals of celebrities are leaked out in public, it also creates a negative impact on their endorsed products and services. Airline companies choose celebrities with an attractive face for endorsing their services. The author also states that how the smile of celebrity in brand advertisements create positive impacts on customer perception about endorsed products. Study on the market value of celebrity endorsement in India reveals that certain brands showed spectacular performance in the stock market after they were endorsed by popular celebrities. In a nutshell, the celebrity endorsement and its overall impact on the brand demand among middle or low-income customers are depicted in this paper.

Remember, at the center of any academic work, lies clarity and evidence. Should you need further assistance, do look up to our Management Assignment Help

Get It Done! Today

Applicable Time Zone is AEST [Sydney, NSW] (GMT+11)
Upload your assignment
  • 1,212,718Orders

  • 4.9/5Rating

  • 5,063Experts


  • 21 Step Quality Check
  • 2000+ Ph.D Experts
  • Live Expert Sessions
  • Dedicated App
  • Earn while you Learn with us
  • Confidentiality Agreement
  • Money Back Guarantee
  • Customer Feedback

Just Pay for your Assignment

  • Turnitin Report

  • Proofreading and Editing

    $9.00Per Page
  • Consultation with Expert

    $35.00Per Hour
  • Live Session 1-on-1

    $40.00Per 30 min.
  • Quality Check

  • Total

  • Let's Start

Browse across 1 Million Assignment Samples for Free

Explore MASS
Order Now

My Assignment Services- Whatsapp Tap to ChatGet instant assignment help