TY - JOUR T1 - Matching Product Attributes To Celebrities Who Reinforce the Brand JF - Journal of Advertising Research JO - J Advert Res SP - 391 LP - 410 DO - 10.2501/JAR-53-4-391-410 VL - 53 IS - 4 AU - Moti Zwilling AU - Gila E. Fruchter Y1 - 2013/12/01 UR - http://www.journalofadvertisingresearch.com/content/53/4/391.abstract N2 - 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. ER -