Why are Endorsements Effective? Sorting among Theories of Product and Endorser Effects

By John D. Mittelstaedt, Peter C. Riesz, William J. Burns. 2000

87 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/3db1bd71589d8902130a9068582238abce3ad8ec

Citations in the corpus

• Print advertising: Celebrity presenters (2012, unknown): “Therefore, an alternative persuasion measure was borrowed and adapted from a study by Mittelstaedt et al. (2000) in which participants were asked to rate the perceived endorsement effectiveness of the celebrity-product”