In this study, we apply an econometric methodology to empirically examine the potential roles of a host of key factors on the part of the consumer in affecting the level of effectiveness (persuasiveness) of celebrity endorsement in advertising. Based on first-hand data obtained from surveys and using an econometric approach, we design and implement our empirical analysis. The analysis leads to estimation results showing that gender of the consumer matters critically in determining the level of effectiveness that persuasion of celebrity endorsed advertising could possibly reach. Through our regression exercise, we also find that the effectiveness of celebrity endorsed advertising crucially depends on the level of consumer income. In addition...
Celebrities have been used extensively in advertisement to promote products Celebrity endorsement, a...
“Beauty is the only recommendation which comes before of any introduction”, Aristotle said and this ...
Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement...
In this study, we apply an econometric methodology to empirically examine the potential roles of a h...
Despite the fact that celebrity endorsement brings up some risks, it has been used quite extensively...
The objective of this research is to show whether the willingness of consumers to purchase products ...
Celebrity endorsement as a powerful advertising instrument has nowadays became a measurable element ...
Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communicatio...
The ever increasing product diversity and competition on the market of goods and services has dictat...
AbstractCelebrity endorsement in advertising is a popular strategy worldwide. Celebrities are hired ...
AbstractThe practice of celebrity endorsements has proliferated over time. In the past decade celebr...
This research aims at investigating the effects of celebrity endorsements with respect to their sour...
Despite the fact that celebrity endorsement brings up some risks, it has been used quite extensively...
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are ...
Celebrities are the personalities that are well known in public either because of their credibility ...
Celebrities have been used extensively in advertisement to promote products Celebrity endorsement, a...
“Beauty is the only recommendation which comes before of any introduction”, Aristotle said and this ...
Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement...
In this study, we apply an econometric methodology to empirically examine the potential roles of a h...
Despite the fact that celebrity endorsement brings up some risks, it has been used quite extensively...
The objective of this research is to show whether the willingness of consumers to purchase products ...
Celebrity endorsement as a powerful advertising instrument has nowadays became a measurable element ...
Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communicatio...
The ever increasing product diversity and competition on the market of goods and services has dictat...
AbstractCelebrity endorsement in advertising is a popular strategy worldwide. Celebrities are hired ...
AbstractThe practice of celebrity endorsements has proliferated over time. In the past decade celebr...
This research aims at investigating the effects of celebrity endorsements with respect to their sour...
Despite the fact that celebrity endorsement brings up some risks, it has been used quite extensively...
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are ...
Celebrities are the personalities that are well known in public either because of their credibility ...
Celebrities have been used extensively in advertisement to promote products Celebrity endorsement, a...
“Beauty is the only recommendation which comes before of any introduction”, Aristotle said and this ...
Celebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement...