Why are Endorsements Effective? Sorting among Theories of Product and Endorser Effects

This paper reports on research contrasting three different explanations of the relationship between endorsers and products in producing effective product endorsements. A full-factorial model, varying endorsers and products, was used to compare the effects of endorsers and products on perceptions of endorsement effectiveness. Additionally, explanations of endorsement effectiveness ratings were classified and analyzed. Results indicate that the matches between endorsers and products, rather than the nature of products or endorsers themselves, affect the perceived effectiveness of endorsements.