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Celebrity Endorsers Do You Get What You Pay For

Celebrity Endorsers Do You Get What You Pay For Considers the results of recent studies of celebrity endorsers inadvertisements. Analyses the results of a particular study evaluatingthree product categories bath towels, blue jeans, and VCRs twoendorsers Madonna and Christie Brinkley and the product whenadvertised by each celebrity. Concludes that the endorser tends to passtheir own image onto the product, particularly if the product has anundefined image, so it is important that the endorsers image isconsistent with the desired product image. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Celebrity Endorsers Do You Get What You Pay For

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References (2)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210037033
Publisher site
See Article on Publisher Site

Abstract

Considers the results of recent studies of celebrity endorsers inadvertisements. Analyses the results of a particular study evaluatingthree product categories bath towels, blue jeans, and VCRs twoendorsers Madonna and Christie Brinkley and the product whenadvertised by each celebrity. Concludes that the endorser tends to passtheir own image onto the product, particularly if the product has anundefined image, so it is important that the endorsers image isconsistent with the desired product image.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Feb 1, 1992

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