PT - JOURNAL ARTICLE AU - Moti Zwilling AU - Gila E. Fruchter TI - Matching Product Attributes To Celebrities Who Reinforce the Brand AID - 10.2501/JAR-53-4-391-410 DP - 2013 Dec 01 TA - Journal of Advertising Research PG - 391--410 VI - 53 IP - 4 4099 - http://www.journalofadvertisingresearch.com/content/53/4/391.short 4100 - http://www.journalofadvertisingresearch.com/content/53/4/391.full SO - J Advert Res2013 Dec 01; 53 AB - Recent studies have revealed that a celebrity's endorsement of a product or service positively influenced the purchase intention of the consumer. Such findings have created a necessity to identify the specific characteristics of celebrities that most positively influence an advertiser's target audience. This study offers an innovative model for selecting celebrities that will most effectively endorse a specific product. By implementing adaptive conjoint analysis and genetic algorithms in the advertising process, advertisers will newly approach the method of matching product and celebrity from the perspective of product design.