Many companies invest a considerable amount of their marketing budget in paying celebrities for their engagement in advertising campaigns. Celebrities promote brands of different product categories, ranging from consumer goods like sport shoes (e.g., Nike) over...
CITATION STYLE
Langner, T., & Eisend, M. (2011). Effects of Celebrity Endorsers’ Attractiveness and Expertise on Brand Recall of Transformational and Informational Products. In Advances in Advertising Research (Vol. 2) (pp. 451–460). Gabler. https://doi.org/10.1007/978-3-8349-6854-8_29
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