The impact of self-esteem on the relationship between the endorser and the consumers’s behavioural intentions

Abstract : Using endorsers to promote products is a popular advertising strategy. Five major types of endorsers used in advertising are: celebrities, typical consumers, professional experts, company presidents and models. To date, most academic research on the endorser’s effectiveness has focused on celebrity endorsement. The objective of this study is to expand on the other endorsement types literature by studying the effectiveness of advertising using five types of endorsers with incorporating consumers’ self‐esteem. Results suggest that this variable is a moderator of the direct effect between endorsers and consumers’ behavioural intentions. Implications for practitioners and suggestions for future research are discussed.