... Product endorsement Brands Australia Celebrity endorsement is considered an effective promotional tool by marketers worldwide. One‐in‐four advertisements use celebrity endorsement (MarketWatch, 2006). Celebrity endorsement influences advertising effectiveness, brand recognition, brand recall...

...Diana Seno; Bryan A. Lukas Purpose The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity. Design/methodology...

...). © Emerald Group Publishing Limited 2006 Corporate branding Brand management Product endorsement Brand strategists and theoreticians alike, often claim that the corporate brand should be the most important source of brand equity and have a pure monolithic status in strategy (Ind...

... for a review). Based on this previous research, it was predicted that Norwegian participants would also show correspondence bias in the context of celebrity endorsements. H2.=Observers will view the product endorser as liking the product better than the average person likes the product, even when...