Immediate and delayed advertising effects of celebrity endorsers attractiveness and expertise
European University Viadrina
Bergische University Wuppertal
Companies invest considerable amounts of money to align their brands with famous endorsers. The use of celebrities as spokespeople is a popular advertising tool and its application has increased remarkably over the past decades (Erdogan 1999). Numerous companies use celebrities to promote their products and brands. Some firms such as Omega rely almost exclusively on celebrities like Michael Schumacher, Pierce Brosnan or George Clooney in order to advertise their brands. The success of celebrity endorsement is backed by...