Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility

Journal of Advertising

Volumn 18, Issue 2, 1989, Pages 4-10

  Kamins, Michael A ^a   Brand, Meribeth J ^b   Hoeke, Stuart A ^c   Moe, John C ^d  

^a UNIVERSITY OF SOUTHERN CALIFORNIA   (United States)

^b Trust Company of the West   (United States)

^c Apex Services Inc ^*  (United States)

^d Thomas Partners ^*  (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33746839517     PISSN: 00913367     EISSN: None     Source Type: Journal    
DOI: 10.1080/00913367.1989.10673146     Document Type: Article

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