search query: @indexterm ADVERTISING RESEARCH / total: 488
reference: 20 / 488
| Author: | Eisend, M. Langer, T. |
| Title: | Immediate and delayed advertising effects of celebrity endorsers' attractiveness and expertise |
| Journal: | International Journal of Advertising
2010 : VOL. 29:4 p. 527-546 |
| Index terms: | advertising effectiveness advertising research |
| Language: | eng |
| Abstract: | The paper examines the immediate and delayed impacts of celebrity endorsers' expertise and attractiveness on opinions towards brands by utilizing affective-cognitive framework. The findings indicate that in terms of immediate effect, attractiveness is more important, whereas in the delayed condition the impact of high expertise is a more important. |
SCIMA