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Researchers into the effectiveness of celebrity-centered advertising have appeared in both academic and trade publications (McCracken, 1989; Misra, 1986; DeSarbo and Harshman, 1985; USA Today, 1998). At best the results of their effectiveness have been mixed.
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sbaer.uca.edu/research/sma/2001/04.pdf
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4 celebrity endorsers, consumers were significantly more focused on the brand and its features, whereas with celebrity endorsers the subjects were significantly more concentrated on ... 1983). Other studies emphasise the effectiveness of the use of celebrity endorsers (Agrawal and Kamakura, 1995; Mathur et al.
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www.escp-eap.net/conferences/marketing/2008_cp/Material...
www.escp-eap.net/conferences/marketing/2008_cp/Materiali/Paper/Fr/Roozen.pdf
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Locally, payment for celebrity endorsers ran into millions of pesos as well. Sharon Cuneta’s talent fee is huge, but to a lot of advertisers, ... Michael Jordan is an example of an international celebrity that rises above the clutter. This proves to be a huge contributory factor to his effectiveness as an endorser.
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www.newsflash.org/2002/04/si/si001214.htm
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Atkin, C. and Block, M. Effectiveness of Celebrity Endorsers, Journal of Advertising Research, (1983) vol. 23, 57-61. ... Atkin, C. and Block, M. Effectiveness of Celebrity Endorsers, Journal of Advertising Research, (1983) vol. 23, 57-61. Online articles have much greater impact More about CiteSeer.IST Add search form...
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citeseer.ist.psu.edu/context/2504320/0
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Barack Obama Celebrity Endorsers: A Photo Gallery of Celebrity Pics on BlackVoices.com. ... Black Voices Elections 2008 ... CELEBRITY NEWS...
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www.blackvoices.com/news/election/barack-obama-celebrit...
www.blackvoices.com/news/election/barack-obama-celebrity-endorsers
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In the process of developing scales to measure the effectiveness of celebrity endorsers, a number of researchers in advertising and marketing have expanded the number of dimensions encompassing the source-credibility construct (DeSarbo and Harshman 1985;
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www.allbusiness.com/professional-scientific/advertising...
www.allbusiness.com/professional-scientific/advertising-related-services/130942-1.html
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This study examines a strategy designed to enhance the credibility of a celebrity spokesperson through the use of a two-sided appeal. Before discussing that strategy, however, it is important to understand the theoretical framework advanced to explain the effectiveness of advertising using celebrity endorsers.
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www.allbusiness.com/marketing-advertising/advertising/1...
www.allbusiness.com/marketing-advertising/advertising/111514-1.html
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This research examines whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed product.
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www.emeraldinsight.com/10.1108/03090560410560218
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Other students were shown the same advert, this time endorsed by an invented testimonial from a German celebrity. The students were also assessed on how important it was for them that the products they buy made a good impression on others.
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www.innovations-report.com/html/reports/economy_finance...
www.innovations-report.com/html/reports/economy_finances/report-79659.html
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