Commentary: Celebrity Endorsers: Do You Get What You Pay for?
Mary Walker
(Assistant Professor of Marketing at Xavier University)
Lynn Langmeyer
(Professor of Marketing and Associate Dean of the College of Business at Northern Kentucky University)
Daniel Langmeyer
(Received his PhD at the University of Oregon in social psychology)
1706
Abstract
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.
Keywords
Citation
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
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited