Determining Advertisement’S Efficiency: Celebrity Endorsement Versus Non-Celebrity Models
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Bibliographic InfoPaper provided by Conference Master Resources in its series 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding with number 2011-406.
Date of creation: Mar 2011
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Publication status: Published in 2nd ICBER 2011 Proceeding, March 2011
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Web page: http://www.internationalconference.com.my/proceeding.htm
Advertising; Celebrities; Attitude; Endorsement;
Find related papers by JEL classification:
- M0 - Business Administration and Business Economics; Marketing; Accounting - - General
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- Batra, Rajeev & Ray, Michael L, 1986. " Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 234-49, September.
- Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. " Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, University of Chicago Press, vol. 10(2), pages 135-46, September.
- Misra, Shekhar & Beatty, Sharon E., 1990. "Celebrity spokesperson and brand congruence : An assessment of recall and affect," Journal of Business Research, Elsevier, vol. 21(2), pages 159-173, September.
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