The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
Using celebrity endorsers effectively: lessons from associative learning
Abstract
The use of celebrity endorsers in advertising is wide‐spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well‐known individuals. Associative learning principles are presented as a useful framework for understanding how celebrity endorsers can be used more effectively. Principles such as repetition, overshadowing, blocking, belongingness, CS pre‐exposure, association set size, and extinction are introduced and linked to specific managerial suggestions for improving the use of celebrity endorsers.
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Citations
Cites
A spreading activation theory of memory.
Anderson, J. R. (1983) · Journal of Verbal Learning and Verbal Behavior · doi:10.1016/s0022-5371(83)90201-3 · Cited by 2,199
Cited by
Taillon, B. J., Mueller, S. M., Kowalczyk, C. M., & Jones, D. N. (2020) · Journal of Product & Brand Management · doi:10.1108/jpbm-03-2019-2292 · Cited by 298
Ilicic, J., & Webster, C. M. (2011) · Australasian Marketing Journal · doi:10.1016/j.ausmj.2011.07.005 · Cited by 163
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
Abortion Politics, Mass Media, and Social Movements in America
Rohlinger, D. A. (2014) · doi:10.1017/cbo9781107706583 · Cited by 58
Metadata
- Authors
- Till, B. D.
- Venue
- Journal of Product & Brand Management
- Publisher
- Emerald
- Published
- 1998-10-01
- Volume
- 7
- Issue
- 5
- Pages
- 400-409
- ISSN
- 1061-0421 (ISSN-L)
- OpenAlex
- W2028459713
- Cited by
- 241
- References
- 1
- FWCI
- 1.57
- Type
- journal article
- Language
- en
- Open access
- closed
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- Till, B. D. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product & Brand Management. https://doi.org/10.1108/10610429810237718
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.
