Celebrity endorsement

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The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement
Jung-Gyo Lee, Esther Thorson

Journal of Advertising Research Sep 2008, 48 (3) 433-449; DOI: 10.2501/S0021849908080446
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Celebrity Endorsements in Japan and the United States: Is Negative Information All That Harmful?
R. Bruce Money, Terence A. Shimp, Tomoaki Sakano

Journal of Advertising Research Mar 2006, 46 (1) 113-123; DOI: 10.2501/S0021849906060120
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Super Bowl Advertising Effectiveness: Hollywood Finds the Games Golden
Rama Yelkur, Chuck Tomkovick, Patty Traczyk

Journal of Advertising Research Mar 2004, 44 (1) 143-159; DOI: 10.1017/S0021849904040085

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