The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study

The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study

Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers. Celebrity endorsement is a promotional technique to better integrate brand, product and message, thus just...

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Bibliographic Details
Main Authors: Leonardo Aureliano-Silva, Evandro Luiz Lopes, Otávio Bandeira De Lamônica Freire, Dirceu da Silva
Format: Article
Language:English
Published: FUCAPE Business School 2015-01-01
Series:BBR: Brazilian Business Review
Subjects:
endorsement
celebrity
brand
congruency
advertising
Online Access:http://www.redalyc.org/articulo.oa?id=123041058003

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