Celebrity performance and endorsement value: the case of Tiger Woods

By K. Farrell, Gordon V. Karels, Kenneth W. Montfort, Christine A. McClatchey. 2000

130 citations recorded by the source corpus.

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Celebrity endorsements: a literature review and research agenda (2016, background): “The available studies show that major achievements by athletes (e.g., winning a tournament) lead to abnormal positive returns on the stock exchange (Elberse and Verleun 2012; Farrell et al. 2000; Mathur, Mathur, and Rangan 1997; Nicolau and Santa-Mar ıa 2013).”
Exploring the relationship between celebrity endorser effects and advertising effectiveness (2008, background): “There is substantial research on the topic, suggesting celebrity endorsement may materially improve financial returns for companies that employ them in their advertising campaigns (Farrell et al. 2000; Erdogan et al. 2001).”
Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness (2021, background): “Research has suggested that the more a celebrity is activated in the information processing of a celebrity-brand relationship, the more the brand will benefit from the relationship (Farrell et al. 2000; Seno and Lukas 2007).”