Journal article
Why are Endorsements Effective? Sorting among Theories of Product and Endorser Effects
Journal of current issues and research in advertising, Vol.22(1), pp.55-65
03/01/2000
DOI: 10.1080/10641734.2000.10505101
Abstract
This paper reports on research contrasting three different explanations of the relationship between endorsers and products in producing effective product endorsements. A full-factorial model, varying endorsers and products, was used to compare the effects of endorsers and products on perceptions of endorsement effectiveness. Additionally, explanations of endorsement effectiveness ratings were classified and analyzed. Results indicate that the matches between endorsers and products, rather than the nature of products or endorsers themselves, affect the perceived effectiveness of endorsements.
Details
- Title: Subtitle
- Why are Endorsements Effective? Sorting among Theories of Product and Endorser Effects
- Creators
- John D. Mittelstaedt - Clemson UniversityPeter C. Riesz - University of IowaWilliam J. Burns - University of Oregon
- Resource Type
- Journal article
- Publication Details
- Journal of current issues and research in advertising, Vol.22(1), pp.55-65
- DOI
- 10.1080/10641734.2000.10505101
- ISSN
- 1064-1734
- eISSN
- 2164-7313
- Publisher
- Taylor & Francis Group
- Number of pages
- 11
- Language
- English
- Date published
- 03/01/2000
- Academic Unit
- Marketing
- Record Identifier
- 9984963208202771
Metrics
1 Record Views