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Asia Pacific Journal of Marketing and Logistics
ISSN : 1355-5855
Article publication date: 3 June 2022
Issue publication date: 4 April 2023
This study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976). This study integrated three bibliometric analyses: timeline visualization, co-citation cluster analysis, and historical direct citation analysis. This study conducted a qualitative review to further examine the obtained quantitative results.
Design/methodology/approach
This study reviewed the existing research on the celebrity endorsement domain. Based on a bibliometric review of existing literature, this study aimed to provide main theoretical roots and research trajectories and propose new research avenues concerning the theory, context, characteristics, and research methodologies adopted within the marketing discipline.
The findings revealed that the existing relevant research focused on celebrity endorsement in different periods. The main theoretical roots and research trajectories identified were developed under the influence of primary articles from co-citation analysis and historical direct citation.
Research limitations/implications
Based on the quantitative bibliometric analysis and a qualitative literature review, this study has provided a comprehensive overview of the current stage of this domain. The study also has underscored an abundance of celebrity endorsement literature and revealed the research topics that require further investigations to theoretically and empirically advance the understanding of celebrity endorsement.
Practical implications
Some topics were recommended for further research within the theory, context, characteristics, and methodology aspects. Some practical examples and suggestions are also given in the study.
Originality/value
This study proposed a bibliometric overview of celebrity endorsement in the marketing discipline, especially based on timeline visualization, co-citation cluster analysis, and historical direct citation analysis. Furthermore, this study offered a research agenda for further studies in the marketing discipline.
- Celebrity endorsement
- Bibliometric review
- Network visualization
- Literature review
Acknowledgements
The authors acknowledge the funding support by the University of Macau (Grant number: MYRG2018-00078-FBA).
Wang, S. and Liu, M.T. (2023), "Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda", Asia Pacific Journal of Marketing and Logistics , Vol. 35 No. 4, pp. 849-873. https://doi.org/10.1108/APJML-12-2021-0918
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Celebrity endorsements: a literature review and research agenda
908 citations
523 citations
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Cites background from "Celebrity endorsements: a literatur..."
... In general, research on endorsement effects has shown that consumers are more likely to positively evaluate brands and products endorsed by people that they perceive to be credible (Erdogan 1999; Bergkvist and Zhou 2016). ...
... …permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way. effectiveness (e.g., Atkin and Block 1983; Erdogan 1999; Amos, Holmes, and Strutton 2008; Bergkvist and Zhou 2016). ...
... Whereas the effectiveness of traditional celebrity endorsement has been widely investigated (Bergkvist and Zhou 2016), the impact of influencer endorsement on brand responses is relatively understudied. ...
426 citations
325 citations
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... In addition, various advertising studies have shown that the effectiveness of advertisements varies across time (Bergkvist and Zhou 2016). ...
... …Knoll [email protected] 1 Department of Communication, University of Vienna, Währinger Straße 29, A-1090 Vienna, Austria are conflicting results of individual studies, for instance, when it comes to the endorser’s sex or endorsement repetition (Bergkvist and Zhou 2016; Erdogan 1999). ...
... As a result, theoretical depth is rather low (Bergkvist and Zhou 2016). ...
... BThe dearth of research on endorser gender effects is somewhat surprising as persuasion research shows that men and women respond differently to male and female communicators^ (Bergkvist and Zhou 2016, p. 11). ...
... Consumers are highly likely to encounter celebrity endorsements multiple times via various media channels, including TV, billboards, print advertising, radio, and the Internet. ...
273 citations
7,753 citations
4,603 citations
4,372 citations
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"Celebrity endorsements: a literatur..." refers background or methods in this paper
... There is a fair amount of research on celebrity source effects drawing on the work of Hovland and associates (e.g., Hovland and Weiss 1951 52; Hovland, Janis, and Kelley 1953) and McGuire (1985). ...
... The theoretical frameworks are based on the work of Hovland (Hovland and Weiss 1951 52; Hovland, Janis, and Kelley 1953) and McGuire (McGuire 1985), and there are few attempts, if any, to address the contradictory results for source effects. ...
2,914 citations
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Celebrity endorsement in marketing from 1960 to 2021: a bibliometric review and future agenda - Author: Shaoshan Wang, Matthew Tingchi Liu This study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976).
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DOI: 10.1108/apjml-12-2021-0918 Corpus ID: 249332892; Celebrity endorsement in marketing from1960 to 2021: a bibliometric review and future agenda @article{Wang2022CelebrityEI, title={Celebrity endorsement in marketing from1960 to 2021: a bibliometric review and future agenda}, author={Shaoshan Wang and Matthew Tingchi Liu}, journal={Asia Pacific Journal of Marketing and Logistics}, year={2022 ...
Celebrity Endorsements- A Literature Review and Research Agenda- 2016 - Free download as PDF File (.pdf), Text File (.txt) or read online for free. Scribd is the world's largest social reading and publishing site.
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Celebrity endorsement was not a new phenomenon, and has been followed by the marketers since many years. Research was done by many people on this topic. The research paper makes an attempt to club the definitions, reviews, other key contributions made by different authors on celebrity endorsement to gain more clarity on the selected topic.