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| Tekijä: | Eisend, M. Langer, T. |
| Otsikko: | Immediate and delayed advertising effects of celebrity endorsers' attractiveness and expertise |
| Lehti: | International Journal of Advertising
2010 : VOL. 29:4 p. 527-546 |
| Asiasana: | advertising effectiveness advertising research |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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