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Keywords: Product endorsement
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Journal Articles
Sports celebrity endorsements in retail products advertising
Available to Purchase
International Journal of Retail & Distribution Management (2009) 37 (4): 308–321.
Published: 27 March 2009
... Athletics Celebrities Product endorsement Retail marketing A sports celebrity endorser may be defined as “a famous [athlete or coach] who uses public recognition to recommend or co‐present with a product in an ad” (Stafford et al., 2003, p. 13). In addition to those actively engaged...
Journal Articles
The effects of negative information transference in the celebrity endorsement relationship
Available to Purchase
International Journal of Retail & Distribution Management (2009) 37 (4): 322–335.
Published: 27 March 2009
... into future experiences (Chen and Andersen, 1999). Celebrities Product endorsement Information transfer Today, celebrity endorsement has become one of the most popular forms of retail advertising (Choi and Rifon, 2007). Flipping through the television channels, consumers will find endorsements...
Journal Articles
A comparison of four strategies to promote fair trade products
Available to Purchase
International Journal of Retail & Distribution Management (2009) 37 (4): 336–345.
Published: 27 March 2009
..., 1953). Shih‐Mei Chen can be contacted at: chenshi6@msu.edu © Emerald Group Publishing Limited 2009 Fair trade Sports Product endorsement Celebrities Promotional methods Consumer behaviour Marketers commonly use sports celebrity endorsements to heighten the appeal...
