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Effects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence

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References

1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
1986Strategic Brand Concept-Image Management2,198 cited
1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising1,636 cited
1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective1,316 cited
1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase1,266 cited
1995The Economic Worth of Celebrity Endorsers: An Event Study Analysis934 cited
1999Corporate Credibility’s Role in Consumers’ Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad708 cited
1983Effectiveness of Celebrity Endorsers682 cited
1998Endorsers in Advertising: The Case of Negative Celebrity Information628 cited
2001Selecting Celebrity Endorsers: The Practitioner’s Perspective563 cited
2001Is Beauty Best? Highly versus Normally Attractive Models in Advertising391 cited
1989Two-Sided versus One-Sided Celebrity Endorsements: The Impact on Advertising Effectiveness and Credibility376 cited
1982The Persuasive Effects of Source Credibility in Buy and Lease Situations

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302 cited

1992The Beauty Match-Up Hypothesis: Congruence between Types of Beauty and Product Images in Advertising240 cited

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