Examines the use of celebrity endorsement in advertising. Reviewsthe results of a recent study looking at the effect of a celebritysattractiveness, trustworthiness and expertise on product purchaseintentions, and of one examining the relevance of physicalattractiveness and other symbolic attributes of the endorser in relationto product meaning. Considers implications for marketing managers andconcludes that further research is necessary.
Journal of Services Marketing – Emerald Publishing
Published: Apr 1, 1992
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