Product endorsement on Slovak TV: Generation Y’s recall of celebrity endorsements and brands

Document Type

Article

Publication Title

Celebrity Studies

Publication Date

1-1-2020

Abstract

Theory and practice supports the use of celebrity marketing, as celebrity endorsements can generate significant publicity and attention. In this way, communication and marketing goals are met for a variety of businesses. In fact, studies investigating celebrity marketing find that in the USA and Great Britain, 20–25% of TV commercials use celebrities. However, there is a dearth of research stemming for some other countries such as Slovakia on this topic. Therefore, this study specifically investigated what the younger range of Generation Y (i.e. Millenniums) could recall about celebrity endorsements, and specifically if they could connect the celebrity endorser to the product line. We found a rather high level of spontaneous recall for celebrity endorsers by the respondents. The dominant representation was found in four categories: Sports (29%), Television Personalities (25%), Actors (19%), and Musicians (18%). Combining the level of recall of celebrity endorsers with the professional background of the celebrity, and the product we were able to quantify the recalled celebrity endorsers on a continuum. We found that generally international celebrities scored higher on recall levels than Slovakian.

DOI

10.1080/19392397.2020.1746678

ISSN

19392397

E-ISSN

19392400

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