Print advertising: Celebrity presenters

By John R. Rossiter, Ale Smidts. 2012

100 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/4c3d92d69b71b647b397edf1b02072e95584f270

How researchers see this paper

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

In Marketing

1. Kris Qiang Zhou
2. L. Bergkvist
3. J. Graafland
4. S. van der Linden

In Organizational Behavior and Human Resource Management

1. Kris Qiang Zhou
2. L. Bergkvist
3. J. Graafland
4. S. van der Linden

In Sociology and Political Science

1. Kris Qiang Zhou
2. L. Bergkvist
3. S. van der Linden
4. J. Graafland

Citations in the corpus

• A content analysis study of the use of celebrity endorsers in magazine advertising (2013, background): “…expertise with a product or service can lend persuasive power to an advertising message (speck et al. 1988; ohanian 1990, 1991; fink et al. 2004; rossiter & smidts 2012). studies have also shown that the expertise of a celebrity endorser interacts with his/her physical attractiveness (eisend &…”
• Celebrity endorsements: a literature review and research agenda (2016, background): “There are also several studies showing a positive effect of celebrity expertise on brand evaluations (e.g., Eisend and Langner 2010; Ohanian 1991; Rossiter and Smidts 2012).”