Attractiveness, values and evaluations of non-celebrities in print ads: An exploratory study
Noncelebrity endorsers are receiving renewed interest because of rising celebrity endorsement fees and perceptions of risk associated with celebrity endorsements. USA and South African university students rated the attractiveness of a noncelebrity endorser appearing in an alcoholic beverage ad, thei...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2001-06-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/717 |