ABSTRACT

Theory and practice supports the use of celebrity marketing, as celebrity endorsements can generate significant publicity and attention. In this way, communication and marketing goals are met for a variety of businesses. In fact, studies investigating celebrity marketing find that in the USA and Great Britain, 20–25% of TV commercials use celebrities. However, there is a dearth of research stemming for some other countries such as Slovakia on this topic. Therefore, this study specifically investigated what the younger range of Generation Y (i.e. Millenniums) could recall about celebrity endorsements, and specifically if they could connect the celebrity endorser to the product line. We found a rather high level of spontaneous recall for celebrity endorsers by the respondents. The dominant representation was found in four categories: Sports (29%), Television Personalities (25%), Actors (19%), and Musicians (18%). Combining the level of recall of celebrity endorsers with the professional background of the celebrity, and the product we were able to quantify the recalled celebrity endorsers on a continuum. We found that generally international celebrities scored higher on recall levels than Slovakian.

摘要

理论和实践支持名人营销的使用，因为名人代言可以产生重要的宣传和关注。通过这种方式，可以满足各种企业的沟通和营销目标。事实上，调查名人营销的研究发现，在美国和英国，20-25% 的电视广告使用名人。然而，斯洛伐克等其他一些国家缺乏关于这一主题的研究。因此，本研究专门调查了年轻一代（即千禧一代）对名人代言的回忆，特别是他们是否可以将名人代言人与产品线联系起来。我们发现受访者对名人代言人的自发回忆程度相当高。在四个类别中发现占主导地位的代表：体育 (29%)、电视名人 (25%)、演员 (19%) 和音乐家 (18%)。将名人代言人的召回水平与名人的专业背景相结合，我们能够连续量化召回的名人代言人。我们发现国际名人在回忆水平上的得分普遍高于斯洛伐克人。