Effect of Celebrity Endorsement in Advertising Activities by Product Type

This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer...

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Bibliographic Details
Main Authors: Karasiewicz Grzegorz, Kowalczuk Martyna
Format: Article
Language:English
Published: Sciendo 2014-12-01
Series:International Journal of Management and Economics
Subjects:
Online Access:https://doi.org/10.1515/ijme-2015-0010