Selecting Celebrity Endorsers: The Practitioner's Perspective

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...