Selecting Celebrity Endorsers: The Practitioner’s Perspective
研究了英国广告公司经理在选择名人代言人时考虑的重要特征及其随产品类型的变化，验证了消费者研究的结论。
<h3>ABSTRACT</h3> Although a number of scholars have investigated effective celebrity endorser characteristics with consumer samples using experimental methods, there is only one study by Miciak and Shanklin (1994) that explored the point of view of practitioners who are responsible for the selection of celebrities. This paper investigates British advertising agency managers9 consideration of important celebrity characteristics when selecting an endorser and these factors9 importance according to product types. The research findings validate much of the consumer-based research in that managers consider a range of criteria when choosing celebrity endorsers and indicate that the importance of the criteria depends on the product type.