“fitness” marketing: Celebrity or non-celebrity endorsement?

Journal of Professional Services Marketing

Volumn 15, Issue 2, 1997, Pages 119-129

  Nataraajan, Rajan ^a   Chawla, Sudhir K ^b  

^a AUBURN UNIVERSITY   (United States)

^b ANGELO STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 85010455454     PISSN: 07484623     EISSN: None     Source Type: Journal    
DOI: 10.1300/J090v15n02_09     Document Type: Article

References (8)

1. Chawla, Sudhir K. and Rajan Nataraajan (1995), "Endorsing and Ethnic Product: The Roles of Race and Gender, The Journal of Food Products Marketing, 2, 3, 3-16.
2. Friedman, Hershey H., and Linda Friedman (1979), "Endorser Effectiveness by Product Type,” Journal of Adverlising Research, 19, October, 63-71.
3. Kahle, Lynn R., and Pamela M. Homer (1985), “Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective,” Journal of Consumer Research, 11, March, 954-961.
4. McCracken, Grant (1989), “Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process,” Journal of Consumer Research, 16, December, 310-321.
5. Ohanian, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, 19, 3, 39-52.
6. Ohanian, Roobina (1991), “The Impact of Celebrity Spokespersons’ Perceived Image On Consumers’ Intention to Purchase,” Journal of Advertising Research, February/March, 46-54.
7. Patzer, Gordon L. (1985), The Physical Attractiveness Phenomena, Plenum Press, New York.
8. SPSS-X, User’s Guide, SPSS-Inc., Chicago, Illinois: McGraw Hill.