Informational and Transformational Responses to Celebrity Endorsements

By Kenneth R. Lord, S. Putrevu. 2009

96 citations recorded by the source corpus.

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Celebrity endorsements: a literature review and research agenda (2016, background): “With respect to moderating variables, results in a study by Lord and Putrevu (2009) suggest that expertise has greater effects for informational than transformational communication strategies (see Rossiter and Percy 1997) and Till and Busler (2000) found that fit between the celebrity and the brand…”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “In a similar vein, Lord and Putrevu (2009) argue that consumers who are brand loyal do not evaluate the brand, they just purchase confidently on the basis of their experience.”
Impact of the Perceived Image of Celebrity Endorsers on Tourists’ Intentions to Visit (2014, background): “We examined certain studies that were similarly unable to detect any significant effect of the endorser’s attractiveness to try to explain this result (Caballero and Solomon 1984; Lord and Putrevu 2009).”