2. 名人广告的概念名人推荐者(celebrity endorser)
“any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” ( McCracken 1989 ).
名人广告(celebrity endorsement)
案例
3. 名人广告的效果对广告和产品更好的评价 ( Atkin and Block 1983 )
提高广告的可信度 ( Kamins 1989 )
更好的品牌识别和评价 ( Petty, Cacioppo and Schumann 1983; Kamins et al. 1989 )