An Overview On The Effectiveness Of Brand Mascot And Celebrity Endorsement

• Main Authors: Isari Pairoa, Proud Arunrangsiwed
• Format: Text
• Language: English
• Published: Zenodo 2016
• Subjects: Product endorsement; memory; identification theory; source credibility; unintentional effect.; Adkins; Cornwell; Gentile; Morrison; Musa; Pablo; Petty; Saddle River; Tundra
• Online Access: https://dx.doi.org/10.5281/zenodo.1127544; https://zenodo.org/record/1127544

Celebrity and brand mascot endorsement have been explored for more than three decades. Both endorsers can effectively transfer their reputation to corporate image and can influence the customers to purchase the product. However, there was little known about the mediators between the level of endorse...