RT Journal Article
SR Electronic
T1 Endorsement Practice: How Agencies Select Spokespeople
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 573
OP 582
DO 10.2501/S0021849908080549
VO 48
IS 4
A1 B. Zafer Erdogan
A1 Tanya Drollinger
YR 2008
UL http://www.journalofadvertisingresearch.com/content/48/4/573.abstract
AB 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.