Endorsement Practice: How Agencies Select Spokespeople

ERDOĞAN B. Z., Drollinger T.

JOURNAL OF ADVERTISING RESEARCH, vol.48, no.4, pp.573-582, 2008 (SSCI) identifier identifier

  • 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.