Consumers With Stars in their Eyes: the Influence of Celebrity Product Placement on Brand Perceptions and Behaviors

Adriana Samper, Arizona State University, USA
Freeman Wu, Arizona State University, USA
Daniele Mathras, Northeastern University, USA
Andrea Morales, Arizona State University, USA
We examine the effectiveness of “celebrity product placement” (CPP), or the promotion of brands through celebrity usage. We find that CPP is more effective than celebrity endorsement in improving brand attitudes and purchase likelihood, an effect driven by increased celebrity trustworthiness and perceptions that the celebrity sincerely likes the brand.
[ to cite ]:
Adriana Samper, Freeman Wu, Daniele Mathras, and Andrea Morales (2016) ,"Consumers With Stars in their Eyes: the Influence of Celebrity Product Placement on Brand Perceptions and Behaviors", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 231-235.