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- Title
SELECTING CELEBRITIES IN ADVERTISING: THE CASE OF LITHUANIAN SPORTS CELEBRITY IN NON SPORT PRODUCT ADVERTISEMENT.
- Authors
Banytė, Jūratė; Stonkienė, Eglė; Piligrimienė, Žaneta
- Abstract
Celebrity endorsement is a prevailing advertising technique, thus having a continuous interest from both practitioners and academics. The questions like "how to select the right celebrity" and "how to avoid the potential pitfalls with the celebrity endorsement" are common in the scientific and practical discussions of this area. This paper seeks to explore the stages of the whole process of celebrity selection by drawing together strands from the literature. As the results of these efforts, the conceptual three-stage model for selection of celebrity endorsers is presented. Moreover, the authors present the results of an empirical research, investigating the appropriateness of celebrity endorsement from the consumers' point of view, using a case of Lithuanian sports celebrity in non-sport product advertising.
- Subjects
ADVERTISING endorsements; CELEBRITY athletes; NONPRODUCT advertising; INDUSTRIAL publicity; ADVERTISING
- Publication
Economics & Management, 2011, Vol 16, p1215
- ISSN
1822-6515
- Publication type
Article