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- W2502155679 abstract "Marketers frequently employ celebrity spokespersons to promote and build a brand image. Research has shown that ads using celebrities are effective in increasing sales revenues and stock valuations (Elberse and Verleun 2012) as well as raising awareness, gaining higher recall, triggering and maintaining interest, and inducing favorable attitudes. Research has primarily focused on either the information carrier perspective or role model perspective in order to support the compelling reasons that celebrities are effective spokespersons." @default.
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- W2502155679 date "2016-01-01" @default.
- W2502155679 modified "2023-09-27" @default.
- W2502155679 title "Testing the Dual Pathway Model of Ad Persuasion Using Celebrity Endorsers" @default.
- W2502155679 doi "https://doi.org/10.1007/978-3-319-29877-1_3" @default.
- W2502155679 hasPublicationYear "2016" @default.
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