Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990-2017

Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990-2017

Celebrity endorsement used to promote energy-dense and nutrient-poor (EDNP) food and beverage products may contribute to poor dietary habits. This study examined celebrity endorsement of branded food and beverage products and marketing campaigns in the United States (US) from 1990 to 2017. Celebrity...

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Bibliographic Details
Published in:International journal of environmental research and public health 2019-10, Vol.16 (19), p.3743
Main Authors: Zhou, Mi, Rajamohan, Srijith, Hedrick, Valisa, Rincón-Gallardo Patiño, Sofia, Abidi, Faiz, Polys, Nicholas, Kraak, Vivica
Format: Article
Language:eng
Subjects:
Beverages
Celebrities
Confectionery
Data collection
Data search
Demographics
Digital media
Endorsements
Famous Persons
Feeding Behavior
Female
Food
Food production
Government agencies
Humans
Male
Mapping
Marketing
Marketing - methods
Meals
Obesity
Regression analysis
Restaurants
Surveys and Questionnaires
Teenagers
United States
Websites
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Summary:Celebrity endorsement used to promote energy-dense and nutrient-poor (EDNP) food and beverage products may contribute to poor dietary habits. This study examined celebrity endorsement of branded food and beverage products and marketing campaigns in the United States (US) from 1990 to 2017. Celebrity endorsement data were collected from peer-reviewed and grey literature. Interactive data visualizations were created for the endorsement relationships between celebrities, companies and products whose nutritional profiles were compared with the US Department of Agriculture's (USDA's) Smart Snacks Standards. Logistic regression was used to explore associations between celebrities' demographic profiles and the nutritional profiles of products. Results showed 542 celebrities were associated with 732 endorsements representing 120 brands of 59 companies across 10 food and beverage categories. Two thirds (67.2%; = 80) of the brands represented EDNP products that did not align with the USDA's Smart Snacks Standards. Logistic regression analysis indicated that Millennial ( = 0.008) and male celebrities ( = 0.041) were more likely to endorse EDNP products than Generation Z teen and female celebrities, respectively. No statistical significance was observed for celebrities of other demographic profiles. This study may inform future policies and actions of the US government, industry, researchers and consumer advocacy organizations to use celebrity endorsement to promote healthy food environments for Americans.
ISSN:1660-4601
1661-7827
1660-4601