Taking into account this fact, the current research presents a causal model that analyzes the determinants of the attitude toward ads involving celebrities and the explanatory variables of the behavioral intentions in this sector. We worked with two subsamples of individuals with high and low involvement, who rated a fictitious ad with a well-known social entity and a celebrity. As a result, we observed that the strategy can influence the group of low involved people and have no significant effects on the segment with high involvement.
With regard to this, one interesting area of study is celebrity endorsement. According to Pope et al. This is particularly important in the case of nonprofit organizations, because on the one hand, celebrities can be effective fundraisers but on the other hand the strategy can be questionable.
Furthermore, celebrities can see in this alliance a means to gain publicity and promote their own image Samman et al. One variable with potential effect in this strategy is involvement. With regard to this last point, there are still many questions concerning the nonprofit sector so, taking into account this gap, the objective of this paper is to study the effectiveness of advertising with celebrities, analyzing specifically the causal relationships between celebrity and NPO credibility and attitudes toward the ad, attitudes toward the entity, and behavioral intentions.
Review of the literature and research hypotheses The determinants of attitude toward the ad: The moderator role of the involvement Celebrities are traditionally considered to be sources with great persuasive power, capable of enhancing advertising effectiveness, brand recognition, brand recall, purchase intentions, and purchase behavior Spry et al. To achieve these goals they must be credible. In this sense, it is interesting to analyze the influence of the level of involvement of the individuals with the social cause, because this variable can affect the strength or form of the relationships proposed.
In fact, it has been observed that the product involvement, defined as the notion of perso- nal importance of an object for an individual Petty et al. According to this model, and within the advertising context, when the personal interest in the advertised product is high, the central route is more likely to induce effective attitude change. So, it is expected that celebrities have a higher accep- tance in the case of those with low involvement, versus highly involved people, who can be more critical or question the strategy to a greater extent.
Individuals can perceive that these endorsers are selfishly motivated Drumwright, if they think that they are seeking their own publicity and self-promotion Samman et al. The more elaboration, the more likelihood of raising doubts, susceptibility, and skepticism about the real motives of the celebrity Petty et al. In the case of celebrity endorsement, one of these indicators can be the perceived credibility of the celebrity, so we can consider that the involvement will increase the effect of the credibility on the attitude toward the ad.
The endorsement celebrity will be accepted more easily, so the relationship between celebrity credibility and attitude toward the ad will be less intense. Therefore, taking into account these arguments, we can propose the following for the nonprofit sector: Hypothesis 1: The relationship between celebrity credibility and attitude toward an ad will be stronger in highly involved individuals than in those with low involvement.
Specifically, Lafferty and Goldsmith , Goldsmith et al. We accept this model and propose that the involvement can, again, moderate this relationship. It is expected that these people have more information about entities and that they can, therefore, evaluate their activities more consciously. Conversely, those people with low involvement will have less elaborated infor- mation and more-subjective judgments, so the influence of the entity credibility on the evaluation of the ad will not be so marked.
All these arguments lead to the following proposal for the nonprofit sector: Hypothesis 2: The relationship between entity credibility and attitude toward an ad will be stronger in highly involved individuals than in those with low involvement. The determinants of attitude toward the social entity: The moderator role of the involvement Drawing on the attitude-toward-the-ad model of MacKenzie and Lutz , the Dual Credibility Model shows that the attitude toward the ad and corporate credibility influence the attitude toward the company Goldsmith et al.
With regard to the possible influence of involvement, we consider the arguments presented previously to justify the following two hypotheses. Conversely, celebrities will have a greater impact on brand attitudes under low involvement conditions Petty et al.
DOMINGUEZ celebrity endorsement is more effective for people with a low interest in these issues, in the sense that these individuals report more favorable attitudes toward the political party when a celebrity is used. All these arguments lead us to propose the following for the nonprofit sector: Hypothesis 3: The relationship between attitude toward an ad and attitude toward the entity will be weaker in highly involved individuals compared to those with low involvement.
Hypothesis 4: The relationship between entity credibility and attitude toward the entity will be stronger in highly involved individuals compared to those who are less involved. The determinants of behavioral intentions: The moderator role of the involvement The causal sequence of attitude toward an ad—attitude toward the brand— behavioral intentions is fully accepted in the literature Goldsmith et al.
On the one hand, the positive attitudes toward advertisements influence customer choice behavior, a result already shown in the research of Ranganathan and Henley , applied to the charity sector. Payne, Hanlon, and Twomey establish that celebrities are especially useful to reach those less involved in social issues, an assumption supported by Van den Bulck et al.
These authors observed that celebrity-based campaigns seemed more successful in creating support in this group of people with low involvement. On the other hand, the attitude toward a brand has a positive influence on behavioral intentions Goldsmith et al. With regard to involvement, the strength of this relation- ship is expected to be higher in the case of people with high involvement, because they are likely to be more receptive to these issues, to be more sensitive to them, to be more informed about the social entities, and to have more-elaborated information.
All these arguments, therefore, lead us to propose the last two hypotheses: Hypothesis 5: The relationship between attitude toward an ad and behavioral intentions will be weaker in highly involved individuals com- pared to those with low involvement.
Causal model. Hypothesis 6: The relationship between attitude toward an entity and beha- vioral intentions will be stronger in highly involved indivi- duals compared to those with low involvement. The causal model proposed is represented in Figure 1. Methodology The hypotheses are contrasted with a multisample analysis, studying the relationships between the variables through a structural equations model SEM.
Specifically, we measured individual perceptions in adults, presenting respondents a stimulus in the form of a printed fictitious ad where a real celebrity was linked to a real NPO in a simulated fundraising campaign. A pretest was carried out to identify the more appropriate NPO-celebrity combinations 40 people ages 20 to 40 participated in the study. In the ques- tionnaire, we presented a list of celebrities linked to the social causes of the NPOs chosen, and we asked about both the fit perceived and the knowledge of the endorsements.
We later carried out a convenience sampling, controlling age and gender. The information was collected in Santander Spain in March and April The aim of the paper is to test the moderator role of the involvement, for which the questionnaire included a question related to the level of involvement and two segments defined accord- ing to it.
As a result, individuals with high involvement with the social cause and people with low involvement were identified; cases with an intermediate level were eliminated see Table 1 with the profile of the sample and subsamples. Scales All items used were measured on a seven-point Likert scale see Appendix 1.
Specifically, the credibility of the entity and the celebrity were measured from the dimensions of trustworthiness and expertise. We used three items for each dimension, taking as a basis the work of Newell and Goldsmith for the entity credibility and the papers of Ohanian and Wheeler for the celebrity credibility. Attitude toward the ad and toward the social entity were measured with items used in the works of MacKenzie and Lutz , Lafferty et al. Sociodemographic Profile of the Sample and Subsamples.
Finally, the involvement was measured with items used in the works of Zaichkowsky and Wheeler The results obtained for the goodness-of-fit indexes show a correct specification of the struc- ture Table 2. In this case, we used the statistics given by EQS 6. In order to confirm the discriminant validity, we followed the procedure described by Anderson and Gerbing , in which the confidence intervals for the correlation of the constructs are estimated and compared with unity. In none of the cases did the intervals contain the value 1.
Hence, the measurement model proposed is correct. Finally, in order to test the hypotheses, first we estimated the structural equation model in each of the two subsamples. Confirmatory Factor Analysis Total Sample. If I wanted to 3. I could say positive 4. The results obtained for the goodness of fit indexes showed a correct specification of the structure Table 3.
Multisample Analysis. CC AtA 0. EC AtA 0. AtA AtE 0. EC AtE 0. AtA BI 0. AtE BI 0. Therefore, a first result is the confirmation that advertising with celebrities influences less involved people more. Secondly, three of the hypotheses proposed have been accepted, and three, rejected. It is noteworthy that two hypotheses have been rejected because the involvement explains differences in an unexpected way, which requires us to think about the results.
Specifically, the effect of celebrity credibility CC on the attitude toward the ad AtA is significantly stronger in the case of people with high involve- ment in the social cause, so Hypothesis 1 is accepted. In the case of the entity credibility EC , another explanatory variable of the evaluation of the ad, the level of involvement does not explain differences in the causal relationship.
Frumkin , P. Institutional isomorphism and public sector organizations. Journal of Public Administration London , HMSO. DiMaggio , P. In: P. Hodkinson Eds , Measuring the impact of the nonprofit sector. Author : Theodore H. Performance measurement , then, refers to the process of defining, observing, and using such measures. As is often the case in the field of public management, Author : Michael J. Volume 18 Issue 4, December View all volumes and issues.
Web-disclosure practices for transparency and the sustainability of non-profit organisations Authors first, second and last of 4 Ramesh Nair Roshayani Arshad Siti Aeisha Joharry. Green offering: more the centrality, greater the scepticism Authors R.
What facilitate people to do charity? Do materialistic individuals donate less? Exploring the moderating effect of the need to belong in monetary donations to volunteering groups Authors first, second and last of 5 Francine Zanin Bagatini E. Vaz J. This journal has 20 open access articles.
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