Dimentional Relationships of Recall and Recognition

Published: 2021-09-10 23:10:10
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PT Journal (Analytic)
AU Kamins, Michael A.
AU Brand, Meribeth J.
AU Hoeke, Stuart A.
AU Moe, John C.
AT Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility.
CT Journal of Advertising
CY 1989
DB Expanded Academic ASAP
XX Service Name: Gale
XX Date of Access: 19 Nov. 2010
IL http://find.galegroup.com/gtx/start.do?prodId=EAIM&userGroupName=leicester
AB This study examines celebrity endorsements in advertising using a two-sided framework, in terms of the internalization and identification processes of social influence as discussed by Kelman (1961). The two-sided execution was designed to increase a viewer's perception of advertiser credibility by including a discussion of a limitation of the advertised service. Results show that when compared to a traditional one-sided celebrity endorsement, the two-sided communication elicited significantly higher advertising credibility and effectiveness ratings, higher evaluation of the sponsor in terms of perceived overall quality of service, as well as a significantly greater intention to use the advertised service. These findings suggest that the use of a celebrity appeal in a two-sided form is an effective advertising strategy. (Reprinted by permission of the publisher.)
DE Endorsement advertising_Research
DE Advertising_Analysis
DP Spring 1989 v18 n2 p4(7)
DP Mar 22, 1989
PB M.E. Sharpe, Inc.
RM COPYRIGHT 2005 Gale Group
SU Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility.
SU Endorsement advertising_Research
SU Advertising_Analysis
TX
Two-Sided Versus One-Sided Celebrity Endorsements: The Impact on
Advertising Effectiveness and Credibility

This study examines celebrity endorsements in advertising using a
two-sided framework, in terms of the internalization and
identification processes of social influence as discussed by Kelman
(1961). The two-sided execution was designed to increase a viewer's
perception of advertiser credibility by including a discussion of a
limitation of the advertised service. Results show that when compared
to a traditional one-sided celebrity endorsement, the two-sided
communication elicited significantly higher advertising credibility

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