Endorsement Practice: How Agencies Select Spokespeople
JOURNAL OF ADVERTISING RESEARCH, vol.48, no.4, pp.573-582, 2008 (SSCI, Scopus)
- Publication Type: Article / Article
- Volume: 48 Issue: 4
- Publication Date: 2008
- Doi Number: 10.2501/s0021849908080549
- Journal Name: JOURNAL OF ADVERTISING RESEARCH
- Journal Indexes: Social Sciences Citation Index (SSCI), Scopus
- Page Numbers: pp.573-582
- Anadolu University Affiliated: No
Abstract
This research explores how an advertising agency selects a celebrity endorser. The study was conducted in two phases: in-depth interviews that helped the researchers have a greater understanding of the underlying process and a survey mailed to advertising agencies to better examine the steps of the model and test various hypotheses. A normative model of celebrity endorser selection was proposed as a guide for academics and practitioners alike. The model potentially can be useful at each step of the celebrity-endorser selection process.