The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Celebrities in Advertising: Looking for Congruence or Likability?
Open accessAbstract
The choice of a celebrity endorser for a brand is an important topic in advertising and marketing, as considerable time and effort resources are dedicated to finding the right celebrity to represent a given organization. Celebrities used as endorsers in advertisements are often very popular ones. However, from a cognitive point of view (and a more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement effectiveness, congruence between brand and celebrity is shown to be as effective as celebrity likability. Moreover, congruence between brand and celebrity as well as celebrity likability have an impact on the predisposition toward the ad, which in turn influences brand beliefs and purchase intention.
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Cites
An updated paradigm for scale development incorporating unidimensionality and its assessment
Gerbing, D. W., & Anderson, J. C. (1988) · Journal of Marketing Research · doi:10.1177/002224378802500207 · Cited by 6,293
The Influence of Source Credibility on Communication Effectiveness
Hovland, C. I., & Weiss, W. (1951) · Public Opinion Quarterly · doi:10.1086/266350 · Cited by 3,543
Goldsmith, R. E., Lafferty, B. A., & Newell, S. J. (2000) · Journal of Advertising · doi:10.1080/00913367.2000.10673616 · Cited by 1,301
Cited by
Faculty of Economics and Management, U. P. M. K. L., Lim, X. J., Mohd Radzol, A. R. B., Faculty of Economics and Management, U. P. M. K. L., Cheah, J.-H. (., Azman Hashim International Business School, U. T. M. K. L., Wong, M. W., & Faculty of Health, A. A. D. (2017) · Asian Journal of Business Research · doi:10.14707/ajbr.170035 · Cited by 679
The effectiveness of celebrity endorsements: a meta-analysis
Knoll, J., & Matthes, J. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0503-8 · Cited by 601
Franke, C., Groeppel-Klein, A., & Müller, K. (2023) · Journal of Advertising · doi:10.1080/00913367.2022.2154721 · Cited by 408
Star power: the evolution of celebrity endorsement research
Yang, W. (2018) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-09-2016-0543 · Cited by 123
Ingrassia, M., Bellia, C., Giurdanella, C., Columba, P., & Chironi, S. (2022) · Journal of Open Innovation: Technology, Market, and Complexity · doi:10.3390/joitmc8010050 · Cited by 112
Metadata
- Authors
- Fleck, N., Korchia, M., & Le Roy, I.
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 2012-08-28
- Volume
- 29
- Issue
- 9
- Pages
- 651-662
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W2120288810
- Cited by
- 353
- References
- 3
- FWCI
- 35.65
- Type
- journal article
- Language
- en
- Open access
- green
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