TY  - JOUR
AB  - 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.
VL  - 9
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363769210037033
UR  - https://doi.org/10.1108/07363769210037033
AU  - Walker Mary
AU  - Langmeyer Lynn
AU  - Langmeyer Daniel
PY  - 1992
Y1  - 1992/01/01
TI  - Celebrity Endorsers: Do You Get What You Pay For?
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 69
EP  - 76
Y2  - 2024/04/26
ER  -