An examination on multiple celebrity endorsers in advertising

By C. Hsu, Daniel McDonald. 2002

228 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/ae92fb4a52a2f56f74c76c6220780c8b44dc2be2

How researchers see this paper

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

In Gender Studies

1. Humaira Malik
2. Abhishek Dwivedi

In Marketing

1. Haina Ding
2. Shihyi Chien
3. R. van der Veen
4. Humaira Malik
5. Haiyan Song
6. Robert E. McDonald
7. Yi-Ching Tsai
8. Huery-Ren Yeh

In Sociology and Political Science

1. Haina Ding
2. R. van der Veen
3. Humaira Malik
4. Haiyan Song
5. Robert E. McDonald
6. Abhishek Dwivedi
7. Lester W. Johnson
8. D. Wu

Citations in the corpus

• The value of celebrity endorsements: A stock market perspective (2011, background): “ Hsu and McDonald (2002) use age as one of the celebrity endorser characteristics.”
• To Catch a Tiger or Let Him Go: The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands (2009, unknown): “Celebrity endorsers can include actors, athletes, business people, entertainers, military leaders, models, politicians, and singers (Freiden, 1984; Friedman & Friedman, 1979; Hsu & McDonald, 2002; McCracken, 1989).”
• The Impact of Celebrity Endorsement on Consumer Buying Behavior (2017, background): “Hsu and McDonald (2002) defined multiple celebrity endorsement as; “The use of two or more celebrities in an advertising campaign” He categorized multiple celerity endorsement, on the basis of how celebrities are presented in an advertisement, into two portions.”
• Celebrity endorsement, self-brand connection and consumer-based brand equity (2015, background): “For instance, in the USA, celebrity endorsements are a popular advertising strategy, representing approximately 15 per cent of advertisements (Crutchfield, 2010; Hsu and McDonald, 2002).”
• The Influences of Perceived Value on Consumer Purchase Intention : The Moderating Effect of Advertising Endorser (2011, background): “Over the past twenty years, celebrity recommendation advertising increased tremendously (Hsu & McDonald, 2002).”
• Impact of the Perceived Image of Celebrity Endorsers on Tourists’ Intentions to Visit (2014, background): “Essentially, celebrities are favored because they are more likely to capture people’s attention than an unknown person (Agrawal and Kamakura 1995; Hsu and McDonald 2002; Misra and Beatty 1990).”