Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 1 of 1
Full-Text Articles in Business
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.