Selecting Celebrity Endorsers: The Practitioner's Perspective
Stephen Tagg, B. Zafer Erdogan and Michael J. Baker
Although a number of scholars have investigated effective celebrity endorser characteristics with consumer samples using experimental methods, there is only one study by Miciak and Shanklin (1994) that explored the point of view of practitioners who are responsible for the selection of celebrities.
Selecting Celebrity Endorsers:The Practitioner’s Perspective
B. Zafer ErdoganDumlupinar University, Turkey
Michael J. BakerNottingham Business School
and
Stephen TaggUniversity of Strathclyde
Despite the obvious economic advantage of using relatively...
