...Taehee Kim; Hyo Min Seo; Kyungro Chang Purpose The purpose of this paper is to examine the effect of celebrity-advertising context congruence on transferring a celebrity’s image to a brand image. Design/methodology/approach This study investigates the effect of the advertising context, which...

...Chen-Yueh Chen; Yi-Hsiu Lin; Cathryn L. Claussen This research investigates whether conditioning (the systematic pairing of celebrity endorsers with sporting events) produces positive attitudes towards sporting events. It also investigates whether using celebrities who are highly congruent...

...Jan Charbonneau; Ron Garland Substantial literature exists researching effective celebrity endorser characteristics, and a growing body of literature investigates the specifics of professional athlete endorsements. However, there has been little focus on selection from the advertising...