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2014 | nr 44 | 74--91
Tytuł artykułu

Effect of Celebrity Endorsement in Advertising Activities by Product Type

Warianty tytułu
Języki publikacji
This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive impact on the evaluation of durable goods, but do not affect the evaluation of frequently purchased products. This finding largely confirms the assumptions of the match-up model, the meaning transfer model, and the ELM model. (original abstract)
Opis fizyczny
  • Faculty of Management, University of Warsaw
  • Zenith Optimedia Group
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