CELEBRITY ENDORSEMENT IN ADVERTISING
Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. Celebrities have built-in images and followers, both powerful influencers to potential consumers.
- Enhancing Brand Credibility via Celebrity Endorsement Stephen W. Wang (National Taiwan Ocean University), and Angeline Close Scheinbaum (University of Texas at Austin)
- The Dual Entertainment Theory: The Role of Celebrity Worship and ProfessionSubhadip Roy (Indian Institute of Management Udaipur), and Aditya Shankar Mishra (IBS Hyderabad)
- How a Smile Can Make a Difference: Enhancing the Persuasive Appeal of Celebrity EndorsersJasmina Ilicic (Monash University), Alicia Kulczynski, and Stacey M. Baxter (The University of Newcastle, Australia)
- The Market Value of Celebrity Endorsement Arpita Agnihotri (Pennsylvania State University Harrisburg), and Saurabh Bhattacharya (Newcastle University Business School)
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The mission of the JAR is to act as the research and development vehicle for professionals in all areas of marketing, including media, research, advertising, and communications.
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