Classical conditioning and celebrity endorsers: An examination of belongingness and resistance to extinction

By B. Till, Sarah M. Stanley, Randi Priluck. 2008

271 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Social Psychology

View Paper: https://www.semanticscholar.org/paper/9092df240354026f541f910c8baf5e80990deb46

How researchers see this paper

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

In Literature and Literary Theory

In Marketing

In Social Psychology

Citations in the corpus

Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, background): “Researchers have been concerned with celebrity endorsement that has positive effects on brand awareness and loyalty (Miller and Laczniak, 2011), attitudes toward advertising messages (Silvera and Austad, 2004), brand attitudes (Till et al., 2008), and brand awareness (Chan et al., 2013).”
Celebrity endorsements: a literature review and research agenda (2016, background): “In addition, given the limited number of studies using an evaluative conditioning framework (e.g., Till, Stanley, and Priluck 2008) there should be room for more work.”
Rethinking the Persuasion Knowledge Model: Schematic Antecedents and Associative Outcomes of Persuasion Knowledge Activation for Covert Advertising (2015, background): “These include but are not limited to music (Gorn 1982), pictures (Kim, Lim and Bhargava 1998; Priluck and Till 1998), humor (Allen and Madden 1985), and celebrities (Till, Stanley, and Priluck 2008).”
Celebrity co-branding partners as irrelevant brand information in advertisements (2013, background): “…to as a match-up in the celebrity endorsement literature, results in a positive effect on consumer attitudes towards the products and brands with which they appear and the advertisements in which they feature (Kamins, 1990: Kamins & Gupta, 1994; Till & Busler, 1998, 2000; Till et al., 2008).”
Celebrity endorsement, brand credibility and brand equity (2011, background): “Recent research has also demonstrated that celebrity endorsement leads to a favourable attitude toward the endorsed brand (Till et al., 2008), but does it have value in terms of developing brand equity? The term brand equity refers to the incremental value added by a brand name to a product (Farquha”
Impact of the Perceived Image of Celebrity Endorsers on Tourists’ Intentions to Visit (2014, background): “If celebrities are able to generate positive feelings in consumers, then it is likely that this will lead to a favorable response toward the brand being endorsed (Atkin and Block 1983; Till, Priluck, and Stanley 2008).”
The effectiveness of celebrity endorsements: a meta-analysis (2016, background): “Wearout seems rather unlikely in this study, as the maximum number of exposures included in the specific analysis was five, and as Bfive pairings is not so many as to cause subject boredom but is likely to lead to conditioning effects^ (*Till et al. 2008).”