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What Do We Know About Sports Sponsorships?, John B. Ford
What Do We Know About Sports Sponsorships?, John B. Ford
Marketing Faculty Publications
(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.
What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford
What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford
Marketing Faculty Publications
An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.