Effects of Celebrity Endorsement in Advertising

Balance Theory
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Adoboe Constance Jeremiah
Student (University), Ghana

Effects of Celebrity Endorsement in Advertising

🔥NEW Hi, I am a BSc marketing student doing my project work on the topic 'Effects of Celebrity Endorsement on Telecommunication Products and Services'. Which model and theory can I use? Are you aware of any examples or cases? Thank you.

  Jaap de Jonge
Editor, Netherlands

Celebrity Advertizing

Hi Adoboe, thanks for your question. To me a few theories come to mind:
- Balance Theory.
- Congruity Theory.
- Infomercials.
Good luck!

  irene maxfield
Project Manager, United States

The Effect of Celebrity Endorsements in Advertising

See also: Petroshius, S. M., & Crocker, K. E. (1989), "An empirical analysis of spokesperson characteristics on advertisement and product evaluations", Journal of the Academy of Marketing Science, 17(3), 217-225.

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