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