Celebrity Endorsements Survey Template

Show one neutral concept card to the intended adult audience. In the demo, imagine a fictional well-known performer promoting a reusable bottle; it is not an actual endorsement. Ask how familiar respondents are with the spokesperson, whether the pairing makes sense, what it says about the brand, and what worries them. A response is feedback on this concept, not evidence that anyone has signed a deal or would buy the product. Kamins and Gupta's 1994 experiment varied spokesperson type and product–spokesperson congruence. Its abstract reports more favorable believability and product attitudes under greater congruence; the authors describe the question as “the fit or congruence between image type and the product advertised.” Read the study abstract . That controlled design is not a validation of this seven-question SurveyLegend example, and its effects should not be treated as a forecast for a current campaign.

Use this before choosing between an approved spokesperson concept and another direction. Keep the product, offer, format, and audience constant if comparing candidates. If the decision is whether an advertisement's words are clear, SurveyLegend's ad copy testing template examines the message itself. This page is about the proposed person's fit, perceived credibility, and brand meaning—not celebrity popularity rankings or general brand tracking.

Show the same neutral, authorized concept card before these seven questions. The preview's performer-and-bottle example is fictional. All fields are optional, always visible, and ask about this one pairing. Single-choice answers allow one selection; long-text answers are open.

Replace the fictional example with one authorized spokesperson–product concept, using imagery only if rights and permissions are cleared. Name the intended audience and campaign context. Avoid claiming a partnership that does not exist. If comparing candidates, rotate their order or test each in separate equivalent versions; keep the product and wording steady. Ask a small pilot group whether “spokesperson” and “fit” are clear. Do not collect unsupported rumors about an individual. To understand existing brand associations before showing a spokesperson, SurveyLegend's brand perception template owns that different task.

Use this exact questionnaire specification to prepare a draft. Check the creator's right to use the spokesperson's name or image, and review the result before building it in SurveyLegend.

Start with familiarity (Q1), then compare perceived fit (Q2) with the unprompted explanation (Q3). A high fit rating with a weak or unintended brand association (Q5) warrants closer review. Believability (Q4) and relative interest (Q6) are self-reports, not measured sales lift. Group Q7 concerns into actionable themes without repeating unverified allegations. Note who saw the concept and how respondents were recruited before comparing variants; a fan-only sample can overstate recognition and favorability. If the real decision is how people already describe the brand independent of this pairing, use the brand perception survey.