...Donghyun Kim; Hyun-Woo Lee; Heetae Cho Purpose This study aims to examine how endorser type (athlete vs. entertainer), message type (expertise-based vs. relation-based) and cultural orientation (Western individualism vs. Eastern collectivism) shape attitudes toward endorsers and advertisements...

...Jessica Vredenburg; Marilyn Giroux Purpose Endorsement deals are a key contributing factor for companies to gain brand recognition and positive brand associations from consumers. However, endorsement relationships can be risky for firms in the event of an endorser’s bad behavior or involvement...