The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective
Abstract
Purpose: The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity. Design/methodology/approach: The theoretical perspective adopted in this study is that celebrity product endorsement is a form of co‐branding. Findings: The central thesis is that both endorser image and brand image serve as mediators in the equity‐creation process of celebrity product endorsement. Originality/value: Research contributions and directions for future research are provided.
Overview
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
The claims and statistics of this paper haven’t been checked yet.
Run the check — free, no account needed. It reads the open-access text and checks the sources it cites.
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
The self-check needs the paper’s full text.
Citations
Cites
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
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
Chung, S., & Cho, H. (2017) · Psychology & Marketing · doi:10.1002/mar.21001 · Cited by 809
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
Tang, J., & Liu, H. (2015) · Synthesis Lectures on Information Security, Privacy, and Trust · doi:10.2200/s00657ed1v01y201507spt013 · Cited by 53
Metadata
- Authors
- Seno, D., & Lukas, B. A.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 2007-01-20
- Volume
- 41
- Issue
- 1/2
- Pages
- 121-134
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W1592411571
- Cited by
- 318
- References
- 2
- FWCI
- 24.81
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective. https://app.cochat.ai/papers/10.1108/03090560710718148
- The paper
- Seno, D., & Lukas, B. A. (2007). The equity effect of product endorsement by celebrities: A conceptual framework from a co‐branding perspective. European Journal of Marketing. https://doi.org/10.1108/03090560710718148
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.
