Celebrity Endorsement. Why do consumers like celebrity endorsers? (PDF)

Bachelor Thesis from the year 2008 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,0, London Metropolitan University, language: English, abstract: The main aims of this study were to identify the primary reasons why consumers like celebrity endorsers, and whether or not the two genders express differences in their perceptions of celebrity endorsers.

The chosen celebrity was Heidi Klum. A large number of specialist literature sources suggested six outstanding likeability factors, namely: a celebrity's luxury lifestyle, personal life, personality, attractiveness, successful career and credibility.

These likeability factors were investigated by means of 60 electronic questionnaires targeting Heidi Klum's online social networking groups.

The results of this study largely conform with the previously published findings. Some minor variations in perceptions between men and women have been identified as part of the research investigation.

The study has revealed that all the above-mentioned factors are important in terms of liking a celebrity endorser.
Among them, "attractiveness" has been classed as the main reason why both women and men like a celebrity endorser.