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Determining Advertisement’S Efficiency: Celebrity Endorsement Versus Non-Celebrity Models

Author

Listed:
  • Behnam Forouhandeh Author_Email:
  • Hadi Nejatian

    (Widyatama University – Bandung - Indonesia)

  • Kulandayan Ramanathan

    (Widyatama University – Bandung - Indonesia)

  • Behrad Forouhandeh

    (Faculty of Law, Universiti Kebangsaan Malaysia.)

Abstract

No abstract is available for this item.

Suggested Citation

  • Behnam Forouhandeh Author_Email: & Hadi Nejatian & Kulandayan Ramanathan & Behrad Forouhandeh, 2011. "Determining Advertisement’S Efficiency: Celebrity Endorsement Versus Non-Celebrity Models," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-406, Conference Master Resources.
  • Handle: RePEc:cms:2icb11:2011-406
    as

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    File URL: http://www.internationalconference.com.my/proceeding/2ndicber2011_proceeding/406-2nd%20ICBER%202011%20PG%202213-2226%20Advertising%20Models.pdf
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    References listed on IDEAS

    as
    1. Batra, Rajeev & Ray, Michael L, 1986. " Affective Responses Mediating Acceptance of Advertising," Journal of Consumer Research, Oxford University Press, vol. 13(2), pages 234-249, September.
    2. 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.
    3. 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, Oxford University Press, vol. 10(2), pages 135-146, September.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Advertising; Celebrities; Attitude; Endorsement;

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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