Stallen, Stallen, M.; Smidts, Smidts, A.; Rijpkema, … - Erasmus Research Institute of Management (ERIM), … - 2009
Celebrity endorsement is omnipresent. However, despite its prevalence, it is unclear why celebrities are more persuasive than (equally attractive) non-famous endorsers. The present study investigates which processes underlie the effect of fame on product memory and purchase intention by the use...
