Celebrity endorsements: Matching celebrity and endorsed brand in magazine advertisements

Journal of Promotion Management

Volumn 11, Issue 4, 2006, Pages 49-62

  Costanzo, Paul J ^a,b   Goodnight, Janelle E ^a,c  

^a WESTERN NEW ENGLAND UNIVERSITY   (United States)

^b UNIVERSITY OF CONNECTICUT   (United States)

^c FLORIDA STATE UNIVERSITY   (United States)

Author keywords

Advertising; Brand; Celebrities; Endorsements; Magazines; Recall; Sports

Indexed keywords

EID: 33745726907     PISSN: 10496491     EISSN: 15407594     Source Type: Journal    
DOI: 10.1300/J057v11n04_05     Document Type: Article

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