Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes

By D. Rice, Katie Kelting, R. Lutz. 2012

112 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/787ae3d0465e9dfb088d952cd082cc2726bc822c

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. Haiyun Zhu
3. Yung Kyun Choi
4. L. Bergkvist
5. Mikyoung Kim
6. J. Graafland
7. S. van der Linden

In Sociology and Political Science

1. Kris Qiang Zhou
2. Haiyun Zhu
3. Yung Kyun Choi
4. L. Bergkvist
5. Mikyoung Kim
6. S. van der Linden
7. J. Graafland

Citations in the corpus

• Social media advertising endorsement: the role of endorser type, message appeal and brand familiarity (2021, background): “In line with this, Kirmani and Shiv (1998) demonstrated that ‘the degree of match between accessible endorser associations and attributes associated with the brand’ affects consumers’ response to celebrity advertising (Rice, Kelting, and lutz 2012).”
• Celebrity endorsements: a literature review and research agenda (2016, background): “…than low fit, Till, Stanley, and Priluck (2008) found more positive conditioning effects on ABrand under conditions of high fit (vs. low fit), and Rice, Kelting, and Lutz (2012) found that fit moderated the negative effects of multiple endorsements and the positive effects of multiple endorsers…”