Factors predicting the effectiveness of sports celebrity endorsement advertising: a partial replication and extension
This research identifies key factors predicting the effectiveness of sports celebrity endorsement advertisements and examines correspondent inferences and endorser characteristics to predict factors that influence consumer attitudes toward the endorser, advertisement and brand. Purpose of this study...
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| Format: | Conference Paper |
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Recent Advances in Retailing and Services Science
2010
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| Online Access: | http://hdl.handle.net/20.500.11937/47935 |