Endorsement Practice: How Agencies Select Spokespeople

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.

Endorsement Practice: How Agencies Select Spokespeople

B. Zafer ErdoganBilecik University, Turkey

Tanya DrollingerUniversity of Lethbridge, Canada

INTRODUCTION

Perhaps the most compelling reason to juxtapose brands with celebrities is that much-admired characteristics...

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