Evaluating responses to celebrity endorsements using projective techniques

By Nisachon Tantiseneepong, Matthew Gorton, J. White. 2012

95 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1d94fb769c41fefc35d1f74dab13e4e312d979a4

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Kara Chan

In Marketing

1. Kara Chan

In Sociology and Political Science

1. Kara Chan

Citations in the corpus

• Impact of celebrity endorsement in advertising on brand image among Chinese adolescents (2013, background): “Only few studies applied qualitative method to explore impact of celebrity endorsement in advertising (e.g., Tantiseneepong et al., 2012).”