Who Is the Celebrity in Advertising? Understanding Dimensions of Celebrity Images

By Sejung Marina Choi, Nora J. Rifon. 2007

281 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/cfa3ec1110241fff098fc0741f2ab4e1929790ca

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

In Marketing

In Sociology and Political Science

Citations in the corpus

The effects of negative information transference in the celebrity endorsement relationship (2009, background): “(Choi and Rifon, 2007).”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “In support of Erdogan et al. (2001) and Choi and Rifon (2007), we argue that consumers’ consideration of celebrities as referents influence their evaluation of the brand quality endorsed by them in such emerging markets.”
When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive (2019, background): “In addition to exerting influences on evaluative outcomes regarding brands/products, the congruence between a celebrity endorser’s image and consumers’ self-concept may even drive consumers to form parasocial identification, an imaginary relationship, with the endorser (Choi and Rifon 2007).”
The value of celebrity endorsements: A stock market perspective (2011, background): “It is generally believed that retailers have a better chance of communicating their message to consumers when celebrities are featured in advertising campaigns (Choi and Rifon 2007).”
The Impact of Celebrity Endorsement on Consumer Buying Behavior (2017, background): “Today the marketers recognize it properly that celebrities play a significant role in order to make the Ads more compelling and convincing (CHOI and Rifon, 2007).”
Athlete brand image: scale development and model test (2013, methodology): “The factors related to relationship effort were widely identified in the literature review (i.e., sociability, organizational attribute, social interaction; Choi & Rifon, 2007; Ross et al., 2006), and the important role of the factor is empirically supported.”