RAUSP Management Journal ISSN: 2531-0488
[email protected] Universidade de São Paulo Brasil Freire, Otávio; Quevedo-Silva, Filipe; Senise, Diego; Scrivano, Pedro The effectiveness of celebrity endorsement in aspiring new celebrities: examining the effects of brand, congruence, charisma and overexposure RAUSP Management Journal, vol. 53, no. 3, 2018, July-September, pp. 289-303 Universidade de São Paulo Brasil Available in: https://www.redalyc.org/articulo.oa?id=553856533002 How to cite Complete issue Scientific Information System Redalyc More information about this article Network of Scientific Journals from Latin America and the Caribbean, Spain and Journal's webpage in redalyc.org Portugal Project academic non-profit, developed under the open access initiative The current issue and full text archive of this journal is available on Emerald Insight at: www.emeraldinsight.com/2531-0488.htm ff Celebrity The e ectiveness of celebrity endorsement endorsement in aspiring new celebrities Examining the effects of brand, congruence, 289 charisma and overexposure Received 22 September 2016 Otávio Freire Accepted 18 July 2017 Universidade de São Paulo, São Paulo, Brazil and Universidade Nove de Julho, São Paulo, Brazil Filipe Quevedo-Silva School of Business and Administration, Universidade Federal de Mato Grosso do Sul, Campo Grande, Brazil, and Diego Senise and Pedro Scrivano Universidade de São Paulo, São Paulo, Brazil Abstract Purpose – Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity.