Determining Advertisement’S Efficiency: Celebrity Endorsement Versus Non-Celebrity Models
No abstract is available for this item.
|Date of creation:||Mar 2011|
|Date of revision:|
|Publication status:||Published in 2nd ICBER 2011 Proceeding, March 2011|
|Contact details of provider:|| Web page: http://www.internationalconference.com.my/proceeding.htm|
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- 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.
When requesting a correction, please mention this item's handle: RePEc:cms:2icb11:2011-406. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (ihfal)
If references are entirely missing, you can add them using this form.