{"product_id":"celebrity-endorsement-von-michael-strunck","title":"Celebrity Endorsement","description":"\u003cp\u003eThis research study examines the effect of celebrity  endorsement on attitudes towards the advertisement,  the product, purchase intentions and recommendation  likelihood. In order to test it, two different  endorsers have been chosen for this study, namely a  well-known celebrity expert and a fictitious non- celebrity expert. The aim is to identify which  characteristics are important for an effective brand  endorsement. Additionally, differences between  endorser types are examined. The sample used for this  study contains mainly students from the Netherlands,  Germany and Ecuador. Furthermore, high involvement  products are used to test the impact of brand  endorsement, namely two types of automobiles (luxury  model versus standard model). The results of the  research validate the existing models about endorser  characteristics (Source Attractiveness Model, Source  Credibility Model and Match-Up Hypothesis) and  identify which of these elements function as key  factors for successful endorsements.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783844301175\"\u003e\u003ch3\u003eThe Key Success Factors of Brand Endorsers\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783844301175","offer_id":39497072541789,"sku":"9783844301175","price":49.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/1213dbcd-202a-49ed-bafa-6ca5f6fca588.jpg?v=1776235534","url":"https:\/\/shop.autorenwelt.de\/products\/celebrity-endorsement-von-michael-strunck","provider":"Autorenwelt Shop","version":"1.0","type":"link"}