RT Journal Article
SR Electronic
T1 Matching Product Attributes To Celebrities Who Reinforce the Brand
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 391
OP 410
DO 10.2501/JAR-53-4-391-410
VO 53
IS 4
A1 Moti Zwilling
A1 Gila E. Fruchter
YR 2013
UL http://www.journalofadvertisingresearch.com/content/53/4/391.abstract
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.