The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
The Economic Value of Celebrity Endorsements
Abstract
ABSTRACT What is the pay-off to enlisting celebrity endorsers? Although effects on stock returns are relatively well documented, little is known about any impact on sales—arguably a metric of more direct importance to advertising practitioners. This study of athlete endorsements finds there is a positive pay-off to a firm9s decision to sign an endorser, and that endorsements are associated with increasing sales in an absolute sense and relative to competing brands. Furthermore, sales and stock returns jump noticeably with each major achievement by the athlete. However, whereas stock-return effects are relatively constant, sales effects exhibit decreasing returns over time. Implications for practitioners are outlined.
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Cites
Efficient capital markets: A review of theory and empirical work
Fama, E. F. (1970) · The Journal of Finance · doi:10.2307/2325486 · Cited by 13,635
Ohanian, R. (1990) · Journal of Advertising · doi:10.1080/00913367.1990.10673191 · Cited by 4,043
Basking in reflected glory: Three (football) field studies.
Cialdini, R. B., Borden, R. J., Thorne, A., Walker, M. R., Freeman, S., & Sloan, L. R. (1976) · Journal of Personality and Social Psychology · doi:10.1037//0022-3514.34.3.366 · Cited by 2,443
Cited by
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
Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2016.12.002 · Cited by 581
‘Instafamous’ – credibility and self-presentation of micro-celebrities on social media
Djafarova, E., & Trofimenko, O. (2019) · Information, Communication & Society · doi:10.1080/1369118x.2018.1438491 · Cited by 458
Content marketing in e-commerce platforms in the internet celebrity economy
Geng, R., Wang, S., Chen, X., Song, D., & Yu, J. (2020) · Industrial Management & Data Systems · doi:10.1108/imds-05-2019-0270 · Cited by 205
Phua, J., Jin, S. V., & Kim, J. (. (2020) · Journal of Marketing Communications · doi:10.1080/13527266.2019.1590854 · Cited by 81
Metadata
- Authors
- Elberse, A., & Verleun, J.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 2012-06
- Volume
- 52
- Issue
- 2
- Pages
- 149-165
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W1981097746
- Cited by
- 197
- References
- 3
- FWCI
- 23.77
- Type
- journal article
- Language
- en
- Open access
- closed
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- Elberse, A., & Verleun, J. (2012). The Economic Value of Celebrity Endorsements. Journal of Advertising Research. https://doi.org/10.2501/jar-52-2-149-165
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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.
