STAR POWER: HOW DOES A CELEBRITY IN MULTIPLE TV COMMERCIALS INFLUENCE BRAND RECALL, ATTITUDE, AND CELEBRITY-BRAND FIT?

Authors : Ece Ertan, Ekin Karapınar Onuş

Pages : 0-0

Doi:10.14780/muiibd.1678633

View : 128 | Download : 255

Publication Date : 2025-12-28

Article Type : Research Paper

Abstract :Celebrity endorsement is a major topic in marketing and advertising research. This study investigates consumer perceptions of brands in celebrity-endorsed television ads, focusing on brand recall, celebrity-brand fit, and brand attitudes. Specifically, it examines ads featuring Cem Yılmaz across multiple brands. Data was collected in two phases via Qualtrics XM: 89 participants performed an unassisted brand recall test to identify brands most linked to Yılmaz, and 259 participants later evaluated three randomly assigned ads for brand recall, celebrity-brand fit, and brand attitudes. Analyses included exploratory factor analysis, validity and reliability tests, and PROCESS macro models 4 and 59. Findings show that celebrity-brand fit significantly mediates the link between brand recall and attitudes, although attitudes weren’t directly influenced by recall. This study contributes to the source attractiveness model and associative network theory through an emphasis on the role of celebrity-brand fit, especially for situations where the brand/ad is new and less recalled. Recall and celebrity-brand fit are two factors that are together efficient on the attitudes in the case of the brand/ad being new. It demonstrates how a suitable celebrity for advertising can increase positive attitudes, with useful marketing strategy implications, particularly in a developing country setting.
Keywords : Ünlü-Marka Uyumu, Marka Hatırlanması, Tutum, Process Model 4, Process Model 59

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