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Commentary: Celebrity Endorsers: Do You Get What You Pay for?

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References

1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep1,309 cited
1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase1,266 cited
1971Semantic differential technique167 cited
1988Celebrity Endorsements-Scripts, Schema and Roles: Theoretical Framework and Preliminary Tests89 cited

Cited by

2014Modeling attitude constructs in movie product placements51 cited
2012The Effect of Advertisement Frequency on the Advertisement Attitude-The controlled Effects of Brand Image and Spokesperson's Credibility47 cited
2020Linking creating shared value to customer behaviors in the food service context45 cited
2010A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes43 cited
2009Co-marketing alliances between heterogeneous industries: Examining perceived match-up effects in product, brand and alliance levels43 cited
2003An alternate approach to developing a total celebrity endorser rating model using the analytic hierarchy process42 cited
2017Exploring meaning transfer in celebrity endorsements: measurement and validation28 cited
2010Fashion collaboration or collision?24 cited

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2001

Managing Athlete Endorser Image: The Effect of Endorsed Product

21 cited

2008Death and Disgrace Insurance for Celebrity Endorsers: A Luxury or Necessity?17 cited

2021Relative effectiveness of celebrity and product match-up for two high consumer involvement situations16 cited

2012Celebrity Endorsements and Brand Personality11 cited