Автор |
Nataraajan, Rajan |
Автор |
Chawla, Sudhir K. |
Дата выпуска |
1997 |
dc.description |
ABSTRACTThis paper makes a beginning in the comparison of real ads on source credibility in the context of the marketing of “fitness” related goods and services. While the results establish the greater credibility of celebrity endorsed ads vis à vis non-celebrity endorsed ads in the context of the test product, the authors nevertheless empirically substantiate that certain ad characteristics may have potential for use as screening items to aid in effecting choice between a celebrity and a non-celebrity endorser in other product/service contexts. Additional exploratory analyses and results are reported. |
Формат |
application.pdf |
Издатель |
Taylor & Francis Group |
Копирайт |
Copyright Taylor and Francis Group, LLC |
Название |
“Fitness” Marketing: Celebrity or Non-Celebrity Endorsement? |
Тип |
research-article |
DOI |
10.1300/J090v15n02_09 |
Print ISSN |
0748-4623 |
Журнал |
Journal of Professional Services Marketing |
Том |
15 |
Первая страница |
119 |
Последняя страница |
129 |
Аффилиация |
Nataraajan, Rajan; Auburn University |
Аффилиация |
Chawla, Sudhir K.; Angelo State University |
Выпуск |
2 |
Библиографическая ссылка |
Chawla, Sudhir K. and Nataraajan, Rajan. 1995. Endorsing and Ethnic Product: The Roles of Race and Gender. The Journal of Food Products Marketing, 2: 3–16. 3 |
Библиографическая ссылка |
Friedman, Hershey H. and Friedman, Linda. 1979. “Endorser Effectiveness by Product Type,”. Journal of Advertising Research, 19(October): 63–71. |
Библиографическая ссылка |
Kahle, Lynn R. and Homer, Pamela M. 1985. “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective,”. Journal of Consumer Research, 11(March): 954–961. |
Библиографическая ссылка |
McCracken, Grant. 1989. “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,”. Journal of Consumer Research, 16(December): 310–321. |
Библиографическая ссылка |
Ohanian, Roobina. 1990. “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness,”. Journal of Advertising, 19: 3–52. 39 |
Библиографическая ссылка |
Ohanian, Roobina. 1991. “The Impact of Celebrity Spokespersons' Perceived Image On Consumers' Intention to Purchase,”. Journal of Advertising Research, February/March: 46–54. |
Библиографическая ссылка |
Patzer, Gordon L. 1985. The Physical Attractiveness Phenomena New York: Plenum Press. |
Библиографическая ссылка |
SPSS-X, User's Guide, SPSS-Inc. Chicago, Illinois: McGraw Hill.. |