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| Tekijä: | Veer, E. Becirovic, I. Martin, B.A.S. |
| Otsikko: | If Kate voted Conservative, would you?: The role of celebrity endorsements in political party advertising |
| Lehti: | European Journal of Marketing
2010 : VOL. 44:3/4, p. 436-450 |
| Asiasana: | advertising marketing politics political parties elections voting consumer behaviour United Kingdom |
| Vapaa asiasana: | celebrities |
| Kieli: | eng |
| Tiivistelmä: | This study aims to determine if celebrity endorsers (henceforth as: c-end/s.) in political party (here as: p-p.) advertising have a significant impact on U.K. voter intentions. It is also aimed at incorporating the use of celebrity endorsements (here as: c-es.) in p-p. advertising with the political salience (as: p-s.) construct. P-s. represents how prominent politics and political issues are in the minds of the eligible voter. Using A2 (endorser: celebrity, non-celebrity) x 2 (political salience: high, low) between-subjects factorial design experiment, c-es. are shown to play a significant role in attitudes towards the political advert, attitudes towards the c-end/s. and voter intention. However, this effect is significantly moderated by p-s. Low p-s. respondents were significantly more likely to vote for the p-p. when a c-end/s. used. However, the inverse effect is found for high p-s. respondents. |
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