Rossiter, John R.; Smidts, Ale - In: Journal of Business Research 65 (2012) 6, pp. 874-879
This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone control group, the study demonstrates that some celebrity-product pairings have a good fit and can persuade whereas others have no effect or...