Predicting the effectiveness of celebrity endorsements using the balance theory

Author： Roy Subhadip   Gammoh Bashar S.   Koh Anthony C.  

Publisher： Westburn Publishers Ltd

ISSN： 1475-3928

Source： Journal of Customer Behaviour, Vol.11, Iss.1, 2012-03, pp. : 33-52

Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.

Previous Menu Next

Abstract

Related content

Evaluating responses to celebrity endorsements using projective techniques

By Tantiseneepong Nisachon   Gorton Matthew   White John  

Qualitative Market Research: An International Journal, Vol. 15, Iss. 1, 2012-01 ,pp. : 57-69

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Factors predicting the effectiveness of celebrity endorsement advertisements

By Silvera David H   Austad Benedikte  

European Journal of Marketing, Vol. 38, Iss. 11-12, 2004-11 ,pp. : 1509-1526

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

Sports celebrity endorsements in retail products advertising

By Lear Karen E.   Runyan Rodney C.   Whitaker William H.  

International Journal of Retail & Distribution Management, Vol. 37, Iss. 4, 2009-03 ,pp. : 308-321

Emerald Group Publishing Ltd

Access to resources Recommend Favorite

The value of celebrity endorsements: A stock market perspective

By Ding Haina  

Marketing Letters, Vol. 22, Iss. 2, 2011-06 ,pp. : 147-163

Springer Publishing Company

Access to resources Recommend Favorite

If Kate voted Conservative, would you?: The role of celebrity endorsements in political party advertising

By Veer Ekant   Becirovic Ilda   Martin Brett A.S.  

European Journal of Marketing, Vol. 44, Iss. 3-4, 2010-01 ,pp. : 436-450

Emerald Group Publishing Ltd

Access to resources Recommend Favorite