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Cited by 535

The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.

Factors predicting the effectiveness of celebrity endorsement advertisements

Silvera, David H., Austad, Benedikte·2004·European Journal of Marketing
DOI 10.1108/03090560410560218
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Abstract

This research examines whether consumers infer that celebrity endorsers like the products they endorse, and presents a model using these inferences and other characteristics of the endorser to predict attitudes toward the endorsed product. Participants in two experiments examined written endorsement advertisements and were asked to infer the extent to which the endorser truly liked the advertised product and to rate the endorser's attractiveness, similarity to themselves, and knowledge of the product. Attitudes toward the advertisement, the endorser and the product were also measured. The resulting model indicated that product attitudes were predicted by inferences about the endorser's liking for the product and by attitudes toward the endorser.

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Cites

Show all 5 references

Research works printed but not linked: 34

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Metadata

Authors
Silvera, D. H., & Austad, B.
Venue
European Journal of Marketing
Publisher
Emerald
Published
2004-11-01
Volume
38
Issue
11/12
Pages
1509-1526
ISSN
0309-0566 (ISSN-L)
DOI
10.1108/03090560410560218
OpenAlex
W2093499986
Cited by
535
References
5
FWCI
7.16
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)

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Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing. https://doi.org/10.1108/03090560410560218

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

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