Access the full text.
Sign up today, get DeepDyve free for 14 days.
References for this paper are not available at this time. We will be adding them shortly, thank you for your patience.
Research on the increasing relevance and presence of celebrity endorsements, the mechanisms by which celebrity endorsements impact the market, and the link between stock market value and celebrity endorsements has yielded fairly consistent findings over the past decade. Applying new conceptual and methodological approaches, this study advances to the next level research on celebrity endorsements’ consequences on advertising effectiveness, the employment of celebrity endorsers as an advertising scheme, and the impacts of celebrity endorsement announcements on the market value of the firm. The theory that I shall seek to elaborate here puts considerable emphasis on celebrity endorsement persuasion effects, the potential advantageous influence of celebrity endorsements on sales and market shares, and the effect of celebrity endorsements on the brands and on products presented in the advertisements. JEL codes: M37; A13 Keywords: economic value; celebrity endorsement; advertising effectiveness
Economics, Management, and Financial Markets – Addleton Academic Publishers
Published: Jan 1, 2014
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.