TY - JOUR T1 - Endorsement Practice: How Agencies Select Spokespeople JF - Journal of Advertising Research JO - J Advert Res SP - 573 LP - 582 DO - 10.2501/S0021849908080549 VL - 48 IS - 4 AU - B. Zafer Erdogan AU - Tanya Drollinger Y1 - 2008/12/01 UR - http://www.journalofadvertisingresearch.com/content/48/4/573.abstract N2 - 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. ER -