Review paper
Evaluating the Advertising Effectiveness Of Noncelebrity Endorsers
Abstract
Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which is of great managerial interest in optimizing endorser usage. This article indicates that the stated relation is mediated, both positively (advertisement empathy) and negatively (inferences...
Paper Details
Title
Evaluating the Advertising Effectiveness Of Noncelebrity Endorsers
Published Date
Jul 16, 2021
Volume
61
Issue
3
Pages
318 - 333
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