Celebrity endorsement

You have access
The appeal of Reality Television For Teen and Pre-Teen Audiences
Anthony Patino, Velitchka D. Kaltcheva, Michael F. Smith

Journal of Advertising Research Mar 2011, 51 (1) 288-297; DOI: 10.2501/JAR-51-1-288-297
You have access
Endorsement Theory: How Consumers Relate to Celebrity Models
Roger Marshall, Woonbong Na, Gabriel State, Sonali Deuskar

Journal of Advertising Research Dec 2008, 48 (4) 564-572; DOI: 10.2501/S0021849908080550
You have access
Endorsement Practice: How Agencies Select Spokespeople
B. Zafer Erdogan, Tanya Drollinger

Journal of Advertising Research Dec 2008, 48 (4) 573-582; DOI: 10.2501/S0021849908080549
You have access
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
You have access
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
You have access
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

Main menu