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Conditions d'efficacité de l'endossement par les célébrités en publicité

Author

Listed:
  • Leyla Jaoued-Abassi

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

This article aim to study the celebrity endorsement strategy from the companies point of view. The objective is to better understand the managerial practices and the success reasons of this communication strategy. First, we will provide a short presentation of the strategy and its functionning methods. Then, we will present methodology and research results. Lastly, we will conclude the article by a results discussion.

Suggested Citation

  • Leyla Jaoued-Abassi, 2011. "Conditions d'efficacité de l'endossement par les célébrités en publicité," Post-Print hal-01128146, HAL.
    • Handle: RePEc:hal:journl:hal-01128146
    Note: View the original document on HAL open archive server: https://hal.science/hal-01128146v1
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