Chapter 11: Marketing

Title: The effect of a celebrity endorser in advertisements on consumers| perception of product quality

Reference: WORLD SUSTAINABLE DEVELOPMENT OUTLOOK 2006 pp. 351 - 359

Abstract/Summary: Products are differentiated in the marketplace based on physical differences, service differences and/or symbolic differences. If two products are physically the same and sold in the same manner with the same service given, they may still be differentiated symbolically. These differences are based on the perception of the consumers who differentiate physically similar products by their perception of quality and product performance. The perception of quality is formed when the consumer gathers and processes information prior to the purchase. Most of this information comes from advertisements that the consumer views. After developing a theoretical model, this research will attempt to determine the effect that a positively viewed and properly matched celebrity endorser has on the consumer's perception of product quality.

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