Mapping Celebrity Endorsements in the Food Industry : A Bibliometric Study
Authors
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Jessie Menon Avileli
B.Com (Honors), Manipal School of Commerce and Economics, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka
https://orcid.org/0009-0008-5383-0530
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Vikram Baliga
Associate Professor (Corresponding Author), Manipal School of Commerce and Economics, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka
https://orcid.org/0000-0002-1765-7485
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Mathew Thomas Gil
Assistant Professor Sr. Scale, Manipal School of Commerce and Economics, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka
https://orcid.org/0000-0002-5135-3397
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Krithika Rao
Research Scholar, Manipal School of Commerce and Economics, Manipal Academy of Higher Education, Manipal - 576 104, Karnataka
https://orcid.org/0009-0000-7561-3539
DOI:
https://doi.org/10.17010/ijom/2025/v55/i7/175199Keywords:
celebrity endorsement, expertise, brand fit, consumer behavior, food industry, purchase behavior.Publication Chronology: Paper Submission Date : September 15, 2024 ; Paper sent back for Revision : March 25, 2025 ; Paper Acceptance Date : April 25, 2025 ; Paper Published Online : July 15, 2025
Abstract
Purpose : This study examined the influence of celebrity endorsements on consumer behavior, particularly in the food and beverage industries. Using a systematic literature review approach, this study identified critical themes, models, and variables, including celebrity expertise and brand fit.
Design/Methodology/Approach : A systematic literature review combined with a bibliometric analysis was conducted using 39 peer-reviewed journal articles published between 2007 and 2022. The Scopus database was used to extract relevant studies, which were analyzed using Bibliometrics and Biblioshiny. Using an online web-based data analysis framework for a systematic literature review, this study used code commands for conceptual mapping, trend identification, and historiographic evaluation.
Findings : The study revealed three dominant themes in the celebrity endorsement literature: celebrity characteristics (expertise, trustworthiness, and attractiveness), cultural dimensions, and health-related concerns. The results of the systematic literature review analysis identified celebrity expertise and brand fit as key determinants of consumer attitudes and purchase intentions in the food sector. The proposed conceptual model linked celebrity expertise and brand fit to behavioral outcomes, which were mediated by consumer attitudes.
Practical Implications : Marketers should focus on selecting celebrities with relevant expertise and an ethical orientation to enhance brand credibility, especially in the food sector, which is sensitive to quality and health aspects. Misleading advertisements and endorsements could have negative consequences, potentially leading to consumer backlash or reduced trust. Misleading advertisements and endorsements motivated by false claims and exaggerated benefits that push sales and generate additional revenue may erode consumer trust and loyalty. This study called for marketers to take active action in formulating their marketing strategies, backed by customer loyalty and positive word-of-mouth, to increase consumer confidence.
Originality/Value : This study deviated from earlier studies by emphasizing the importance of customer loyalty, celebrity endorsement, trustworthiness, and attractiveness as indicators of consumer attitudes and confidence. This study highlighted the relevance of expertise and congruence in the food sector. This work also introduced a conceptual model supported by a dual-method approach that combines a systematic literature review and bibliometric analysis to provide deeper insights into the area of celebrity endorsements and consumer behavior.
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References
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