Trust me, I am famous: legitimating attractive celebrities as credible endorsers for charitable organisations
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30 novembre 2023
- handle: 10670/1.m12yrw
- hal: hal-04548262
- doi: 10.1080/0267257X.2023.2289370
Ce document est lié à :
info:eu-repo/semantics/altIdentifier/doi/10.1080/0267257X.2023.2289370
Mots-clés
Endorsement ; legitimacy ; charitable giving ; fundraising campaigns ; experimental designSujets proches
Falsehood Credibility Untruthfulness Believability Lying Donations Presents Charitable foundations Educational endowments Endowed charities School endowments Foundations (Endowments) Charitable trusts Philanthropy Donations Private foundations Charitable uses, trusts, and foundations--Law and legislation Charitable remainder trusts Endowments--Law and legislation Donations Famous people Celebs Cult of celebrity Celebrity culture Well-known people Illustrious people Famous personsCiter ce document
Thomas Leclercq et al., « Trust me, I am famous: legitimating attractive celebrities as credible endorsers for charitable organisations », HAL-SHS : droit et gestion, ID : 10.1080/0267257X.2023.2289370
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Résumé
Non-profit organisations are increasingly collaborating with celebrities to increase charitable donations. Consequently, choosing the right endorser to promote charitable giving is central to the communication strategy. The present research investigates how the attractiveness and credibility of celebrities, as well as cause-endorser matchup and meaning transfer, influence people’s donations. This research provides evidence of serial and parallel mediation effects by measuring and manipulating the four constructs in four separate studies. We demonstrate that credibility mediates the effect of attractiveness on generosity. Additionally, we highlight two legitimation pathways to explain how attractive endorsers become perceived as more credible cause promoters. This study provides a comprehensive model that illustrates, through an affective-cognitive-conative sequence, how attractiveness, congruence and meaning, and then credibility leads to charitable donations. Accordingly, we provide non-profit organisations with concrete and actionable recommendations for selecting celebrity endorsers.