Match up on physical attactiveness Effectiveness of cartoon spokes-Character and human spokeperson

By:

MISHRA, ADITYA S

Material type:

Mixed materialsPublication details: 2014Description: 34-42Subject(s):

MARKETING

NLM classification:

658.8

In: INDIAN JOURNAL OF MARKETINGMSummary: arketers have been selecting celebrities to endorse their brands on the basis of their physical attractiveness. Consumers tend to form positive stereotypes about such people because they assume that the endorses, who are ranked high on one dimention, would excel on other dimentions as well. However, attractive endorsers were found enhancing consumers' favourable attitudes in case of 'matching/congruent' attractiveness related products only.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		44/4	Available		P15468

arketers have been selecting celebrities to endorse their brands on the basis of their physical attractiveness. Consumers tend to form positive stereotypes about such people because they assume that the endorses, who are ranked high on one dimention, would excel on other dimentions as well. However, attractive endorsers were found enhancing consumers' favourable attitudes in case of 'matching/congruent' attractiveness related products only.

There are no comments on this title.

to post a comment.