DIFFERENTIAL EFFECT OF NATIONAL VS. REGIONAL CELEBRITIES ON CONSUMER ATTITUDES

Article OPEN
Varsha JAIN; Subhadip ROY; Abhishek KUMAR; Anusha KABRA;
(2010)
  • Journal: Management & Marketing,volume 5,issue 4 Winter
  • Subject: Celebrity endorsement, Consumer Attitudes, Experimental Design, Regional celebrity.

The present study explores the differential effects of having a National/Regional celebrity in an advertisement/ endorsement. More specifically the study intends to find out whether a National celebrity would have a more favorable impact on consumer attitudes than a Reg... View more
  • References (32)
    32 references, page 1 of 4

    Agrawal, J. and Kamakura, W. A. (1995), „The Economic Worth of Celebrity Endorsers: An Event Study Analysis”, Journal of Marketing, 59 (3), pp. 56-62

    Baker, M. J.; Churchill Jr., G. A. (1977), „The Impact of Physically Attractive Models on Advertising Evaluations”, Journal of Marketing Research, 14 (4), pp. 538-555

    Bhushan, R. (2007), „Regional stars to power big endorsements”, available at: http://economictimes.indiatimes.com/Regional_stars_to_power_big_endorsements_/articles how/2063323.cms (accessed May 28, 2009)

    Bijapurkar, R. (2007), We Are Like That Only, Penguin Books: India

    Caballero, M.J.; Lumpkin, J. R.; Madden, C.S. (1989), „Using Physical Attractiveness as an Advertising tool: an empirical test of the Attraction Phenomenon”, Journal of Advertising Research, 29 (4), pp. 16-22

    Cronley, M.L.; Kardes, F. R.; Goddard, P.; Houghton, D. C. (1999), „Endorsing Products for The Money: The Role of the Correspondence Bias in Celebrity Advertising”, Advances in Consumer Research, 26 (1), pp. 627-631

    Erdogan, B.Z. (1999), „Celebrity Endorsement: A Literature Review”, Journal of Marketing Management, 15 (4), pp. 291-314

    Freiden, J.B. (1984), „Advertising Spokesperson Effects: An Examination of Endorser Type and Gender on Two Audiences”, Journal of Advertising Research, 24 (5), pp. 33-40

    Friedman, H.H.; Termini, S. and Washington, R. (1976), „The Effectiveness of Advertisements Utilizing Four Types of Endorsers”, Journal of Advertising, 5 (3), pp. 22-24

    Friedman, H.H.; Friedman, L. (1979), „Endorser Effectiveness by Product Type”, Journal of Advertising Research, 19 (5), pp. 63-71

  • Metrics
    No metrics available
Share - Bookmark