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Celebrity Endorsement (Paperback) Loot Price: R1,429 Discovery Miles 14 290
Celebrity Endorsement (Paperback): Michael Strunck
Celebrity Endorsement (Paperback): Michael Strunck

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Celebrity Endorsement (Paperback)

Michael Strunck

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Loot Price R1,429 Discovery Miles 14 290

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This research study examines the effect of celebrity endorsement on attitudes towards the advertisement, the product, purchase intentions and recommendation likelihood. In order to test it, two different endorsers have been chosen for this study, namely a well-known celebrity expert and a fictitious non- celebrity expert. The aim is to identify which characteristics are important for an effective brand endorsement. Additionally, differences between endorser types are examined. The sample used for this study contains mainly students from the Netherlands, Germany and Ecuador. Furthermore, high involvement products are used to test the impact of brand endorsement, namely two types of automobiles (luxury model versus standard model). The results of the research validate the existing models about endorser characteristics (Source Attractiveness Model, Source Credibility Model and Match-Up Hypothesis) and identify which of these elements function as key factors for successful endorsements.


Imprint: Lap Lambert Academic Publishing
Country of origin: Germany
Release date: 2011
First published: 2011
Authors: Michael Strunck
Dimensions: 229 x 152 x 5mm (L x W x T)
Format: Paperback - Trade
Pages: 88
ISBN-13: 978-3-8443-0117-5
Barcode: 9783844301175
Categories: Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
LSN: 3-8443-0117-8

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