search query: @author Amos, C. / total: 2
reference: 2 / 2
« previous | next »
| Author: | Amos, C. Holmes, G. Strutton, D. |
| Title: | Exploring the relationship between celebrity endorser effects and advertising effectiveness |
| Journal: | International Journal of Advertising
2007 : VOL. 27:2 p. 209-234 |
| Index terms: | advertising effectiveness advertising |
| Freeterms: | celebrity endorser effects |
| Language: | eng |
| Abstract: | In this study the authors investigate the relationship between celebrity endorser source effects and its impact in advertising. The authors provide a quantitative summary and use the Kruskal-Wallis non-parametric test to recognize the most significant celebrity endorser source effects on advertising effectiveness. In addition the authors provide other moderators such as: the role of celebrity/product fit, sample type, interaction effects, study setting and country of study. The findings suggest that negative celebrity information can be severely damaging to an advertising campaign. |
« previous | next »
SCIMA