Examines the use of celebrity endorsement in advertising. Reviews the results of a recent study looking at the effect of a celebrity′s attractiveness, trustworthiness and expertise on product purchase intentions, and of one examining the relevance of physical attractiveness and other symbolic attributes of the endorser in relation to product meaning. Considers implications for marketing managers and concludes that further research is necessary.
Walker, M., Langmeyer, L. and Langmeyer, D. (1992), "Commentary: Celebrity Endorsers: Do You Get What You Pay for?", Journal of Services Marketing, Vol. 6 No. 4, pp. 35-42. https://doi.org/10.1108/EUM0000000002531
MCB UP Ltd
Copyright © 1992, MCB UP Limited