haku: @author Strutton, D. / yhteensä: 11
viite: 3 / 11
| Tekijä: | Amos, C. Holmes, G. Strutton, D. |
| Otsikko: | Exploring the relationship between celebrity endorser effects and advertising effectiveness |
| Lehti: | International Journal of Advertising
2007 : VOL. 27:2 p. 209-234 |
| Asiasana: | advertising effectiveness advertising |
| Vapaa asiasana: | celebrity endorser effects |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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