Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive litera­ture on the effects of celebrity endorsements on consumers' brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this...

This research compares three strategies that ads can use to convey which product and brand they promote, and it tests how these affect consumer evaluation and the resulting attitudes towards the ad and brand, under exposure durations that range from brief to long. Upfront ads immediately convey...