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Celebrity Endorsers: Do You Get What You Pay For?

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1992


Considers the results of recent studies of celebrity endorsers in advertisements. Analyses the results of a particular study evaluating three product categories: bath towels, blue jeans, and VCRs; two endorsers: Madonna and Christie Brinkley; and the product when advertised by each celebrity. Concludes that the endorser tends to pass their own image onto the product, particularly if the product has an undefined image, so it is important that the endorser′s image is consistent with the desired product image.



Walker, M., Langmeyer, L. and Langmeyer, D. (1992), "Celebrity Endorsers: Do You Get What You Pay For?", Journal of Consumer Marketing, Vol. 9 No. 2, pp. 69-76.




Copyright © 1992, MCB UP Limited