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Endorsement Practice: How Agencies Select Spokespeople

B. Zafer Erdogan, Tanya Drollinger
DOI: 10.2501/S0021849908080549 Published 1 December 2008
B. Zafer Erdogan
Bilecik University, Turkey,
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  • For correspondence: bzerdogan@yahoo.co.uk
Tanya Drollinger
University of Lethbridge, Canada,
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  • For correspondence: tanya.drollinger@uleth.ca
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ABSTRACT

This research explores how an advertising agency selects a celebrity endorser. The study was conducted in two phases: in-depth interviews that helped the researchers have a greater understanding of the underlying process and a survey mailed to advertising agencies to better examine the steps of the model and test various hypotheses. A normative model of celebrity endorser selection was proposed as a guide for academics and practitioners alike. The model potentially can be useful at each step of the celebrity-endorser selection process.

  • © Copyright 2008 The ARF. All rights reserved.

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Vol 48 Issue 4

Journal of Advertising Research: 48 (4)
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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

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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
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