Selecting Celebrity Endorsers:The Practitioner's Perspective

By B. Zafer Erdogan, Michael Baker, Stephen Tagg. Journal of Advertising Research, 2001

624 citations recorded by the source corpus.

Subfields: Gender Studies, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/99398fd678b33cf77c7e19163e563eed5770e3ce

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Citations in the corpus

A content analysis study of the use of celebrity endorsers in magazine advertising (2013, background): “…in choosing celebrity endorsers included attributes such as their image, trustworthiness, familiarity to the audience and the fit with the product. erdogan et al. (2001) surveyed ad agency directors and managers in the united Kingdom who were involved in celebrity campaigns, in regard to…”
Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities (2014, background): “Consumer-generated ads, operationally defined as “any publicly disseminated, consumer-generated advertising messages whose subject is a collectively recognized brand,” and the subsequent conversations consumers evoke in social media, can be considered a form of eWoM communication (Campbell et al. 20”
Identifying Opinion Leaders to Promote Behavior Change (2007, background): “Other measures of network position developed in the social network analysis field can be used to identify those who are most central (Freeman, 1979). For example, Buller and others (2000) used opinion leaders to increase fruit and vegetable consumption in a work-site health promotion program.”
Celebrity endorsements: a literature review and research agenda (2016, background): “Practitioners regard target audience factors as very important for celebrity endorsement campaigns (Erdogan, Baker, and Tagg 2001).”
Exploring athlete brand image development on social media: the role of signalling through source credibility (2020, background): “…this dimension of source attractiveness is mostly utilised to measure an endorsers’ impact on perceptions within the sport advertisement sphere (e.g. Erdogan et al., 2001; Koo, Ruihley, & Dittmore, 2012), and previous studies have indicated the trustworthiness and expertise associated with a…”
The effects of negative information transference in the celebrity endorsement relationship (2009, methodology): “In fact, about 25 percent of all television commercials are now using celebrity endorsers to promote brands (Erdogan et al., 2001), and about 10 percent of advertisers’ budgets are being used to pay for these endorsers (Agrawal and Kamakura, 1995).”
The value of celebrity endorsements: A stock market perspective (2011, background): “Several other studies also examine the gender of the endorser and its relation to the consumers' perception of the endorsement (see for example Baker and Churchill (1977), Fizel et al. (2008), and Ohanian (1991)).”
Print advertising: Celebrity presenters (2012, neutral): “Perhaps the most important practical conclusion concerns the expertise – the perceived user expertise – of celebrity presenters, which marketing managers do not always regard as essential (Erdogan et al., 2001). Klucharev et al. (2008), in a recent brainimaging study of celebrity-product association”