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Cited by 804

The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.

Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size

Amos, Clinton, Holmes, Gary, Strutton, David·2008·International Journal of Advertising
DOI 10.1080/02650487.2008.11073052
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Abstract

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the most influential celebrity endorser source effects on effectiveness. The role of celebrity/product fit, interaction effects, sample type, study setting, and country of study are also included as moderators. Results suggest negative celebrity information can be extremely detrimental to an advertising campaign. The source credibility model composed of celebrity trustworthiness, celebrity expertise, and celebrity attractiveness appears to capture the three most influential source effects on purchase intentions, brand attitudes and attitudes towards the advertisement.

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Crossref · 10.1080/02650487.2008.11073052

Cites

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Metadata

Authors
Amos, C., Holmes, G., & Strutton, D.
Venue
International Journal of Advertising
Publisher
Informa UK Limited
Published
2008-01
Volume
27
Issue
2
Pages
209-234
ISSN
  • 0265-0487 (ISSN-L)
  • 1759-3948
DOI
10.1080/02650487.2008.11073052
OpenAlex
W2108867285
Cited by
804
References
9
FWCI
39.49
Type
journal article
Language
en
Open access
closed

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Data sources

Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.