An analysis of TV advertising and usage of celebrity endorsers: A content analysis approach

Indian Journal of Marketing

Volumn 42, Issue 7, 2012, Pages 36-44

  Prakash, Shakti ^a   Kumar, Meenu ^b   Prakash, Gyan ^b  

^a Skyline Institute of Engineering and Technology   (India)

^b DEVI AHILYA UNIVERSITY   (India)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 84880737343     PISSN: 09738703     EISSN: None     Source Type: Journal    
DOI: None     Document Type: Article

References (18)

1. Munish, Mukul and Chaudhary Sonya (1991). “Reflected Glory”. Advertising and Marketing, February Issue, pp 20-25.
2. Ohanian, R. (1991). ‘The Impact of Celebrity Spokesperson’s Perceived Image on Consumers’ Intention to Purchase.’ Journal of Advertising Research, Vol. 31, Issue 1, pp 46-52.
3. Agrawal, J. & Kamakura, W.A (1995). ‘The Economic Worth of Celebrity Endorsers: An Event Study Analysis.’ Journal of Marketing, Vol. 59, No. 3, pp 56-62.
4. Atkins, C. & Block, M. (1983). ‘Effectiveness of Celebrity Endorsers.’ Journal of Advertising Research,Vol. 23, Issue 2, pp 57-61.
5. Aaker, D. A. (2000). ‘Brand Leadership.’ Simon & Schuster, Inc: New York.
6. Aaker, D. A. (1991). ‘Managing Brand Equity.’ The Free Press, New York.
7. Baker, M.J. & Churchill, Jr. G.A. (1977). ‘The Impact of Physical Attractive Models on Advertising Evaluations.’ Journal of Marketing Research, Vol. 14, Issue 4, pp 538-555.
8. Deant John Austin and William Watts (1971). “Forewarning Effects On Persuasion: Field and Classroom Experiments.” Journal of Personality and Social Psychology.
9. Freeman, M. (1999). ‘Callaway Ends Deal with Golfer John Daily.’ San Diego Union, Tribune. September 16, 1999, p. 3.
10. Friedman, H.H., Termin, S. & Washington, R. (1976). ‘The Effectiveness of Advertisements Utilizing Four Types of Endorsers.’ Journal of Advertising, Vol. 6 Issue 2, pp 22-24.
11. Heath, T.B., McCarthy, M.S. & Mothersbaugh, D.L. (1994). ‘Spokeperson Fame and Vividness Effects in the Context of Issue-Relevant Thinking: The Moderating Role of Competitive Setting.’ Journal of Consumer Research, Vol. 3 No. 1, pp 23-30.
12. Kaikati, J.G. (1987). ‘Celebrity Advertising: AReview and Synthesis.’ International Journal of Advertising, Vol. 6, No. 2, pp 93-105.
13. Kamins, M.A. (1990). ‘An Investigation Into The Match-Up-Hypothesis In Celebrity Advertising: When Beauty Be Only Skin Deep.’ Journal of Advertising, Vol.19, Issue 1.
14. Kahle, L.R. & Homer, P.M. (1985). ‘Physical Attractiveness of Celebrity Endorsers: ASocial Adaptation Perspective.’ Journal of Consumer Research,Vol. 11, Issue 4, pp 954-961.
15. McCracken, G. (1989). ‘Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process.’ Journal of Consumer Research, Vol. 16, Issue 12, pp 310-321.
16. MacKenzie, S.B. & Belch, G.E. (1986). ‘The Role of Attitude Towards The Ad As A Mediator of Advertising Effectiveness: A Test of Competing Explanations.’ Journal of Marketing Research, Vol. 23, Issue 1, pp 130-143.
17. Mathur, L.K., Mathur, I. & Rangan, N. (1997). ‘The Wealth Effects Associated with ACelebrity Endorser: The Michael Jordan Phenomenon.’ Journal of Advertising Research, Vol. 37, Issue 3, pp 67-73.
18. Strenthal, Brian, R. R. Dholakia and Clark Levitt (1978). “The Persuasive Effect of Source Credibility: Test of Cognitive Response.” Journal of Consumer, Volume 4, pp 252-260.