Survival of The Fittest - A Quantitative Study on the Effect of Celebrity Fit on Swedish Consumer Attitudes

Abstract: Much research has been done with the intention to help companies determine how to choose celebrity endorser. One of the most commonly used theories is source credibility tbeory, which states that a celebrity endorser ought to have a high fit with the product endorsed. Regarding the extent to which celebrity endorsers are used, Sweden is on the far lower end compared globally. This study wants to determine whether high fit celebrities have a positive effect on Swedish consumers. This is done by comparing consumer attitudes when exposed to an advertisement featuring a high fit celebrity versus a low fit celebrity. By performing a quantitative study in Sweden I have found that utilizing a high fit celebrity has a more positive effect on consumer attitude. The study implicates that since celebrity endorser are not as common in Sweden, Swedish consumers see high fit celebrity as very trustworthy. Thus concluding that marketers ought to put effort into finding high fit celebrities for their marketing campaigns aimed at Swedish consumers.