Endorsement Practice: How Agencies Select Spokespeople
B Zafer Erdogan and Tanya Drollinger
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...
