If Kate voted conservative would you? The role of celebrity endorsements in political party advertising
Ekant, Veer, Becirovic, Ilda, & Martin, Brett (2010) If Kate voted conservative would you? The role of celebrity endorsements in political party advertising. European Journal of Marketing, 44(3/4), pp. 436-450.
Purpose – This research has been conducted with the aim of determining if celebrity endorsers in
political party advertising have a significant impact on UK voter intentions. The use of celebrity
endorsements is commonplace in the USA, but little is known about its effects in the UK. This research
also aims to incorporate the use of celebrity endorsements in political party advertising with the
political salience construct. Political salience represents how prominent politics and political issues are
in the minds of the eligible voter.
Design/methodology/approach – A 2 (endorser: celebrity; non-celebrity) £ 2 (political salience:
high; low) between-subjects factorial design experiment was used. The results show that celebrity
endorsements do play a significant role in attitudes towards the political advert, attitudes towards the
endorser and voter intention. However, this effect is significantly moderated by political salience.
Findings – The results show that low political salience respondents were significantly more likely to
vote for the political party when a celebrity endorser is used. However, the inverse effect is found for
high political salience respondents.
Practical implications – The results offer significant insights into the effect that celebrity
endorsers could have in future elections and the importance that political salience plays in the
effectiveness of celebrity endorsement. If political parties are to target those citizens that do not
actively engage with politics then the use of celebrity endorsements would make a significant impact,
given the results of this research.
Originality/value – This research would be of particular interest to political party campaigners as
well as academics studying the effects of advertising and identity salience.
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|Item Type:||Journal Article|
|Keywords:||Politics, Political Parties, Advertising, Elections, United Kingdom, Celebrities|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2010 Emerald Group Publishing Ltd|
|Deposited On:||22 Mar 2011 08:45|
|Last Modified:||01 Mar 2012 00:31|
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