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Journal of Promotion Management Volume 15, 2009 - Issue 1-2: Celebrity Endorsements and Sponsorship Sports, Arts and Event/Tourism Branding and Promotions
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Endorsements, Celebrities and Sponsorship

Endorser Weight and Perceptions of Brand Attitude and Intent to Purchase

Michael Lea Westover Milliman, Inc., Windsor, Connecticut, USA
&
Quint Randle Brigham Young University, Provo, Utah, USA
Pages 57-73 | Published online: 29 May 2009

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Juan Mundel, Juliet Stantz, Tao Deng, Niki Sasiela & Samantha Mucci. (2022) Consumer Responses to Visual Cues in Food Ads: Considering Endorser Body Size (In)Congruence with Healthy and Unhealthy Foods. Visual Communication Quarterly 29:1, pages 17-33.
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A-Reum Jung & Jun Heo. (2020) Mirror, mirror, who is thinner?A direct effect moderation model of ad model-viewer body size gap. Journal of Marketing Communications 26:6, pages 596-614.
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Anshu Saxena Arora & Amit Arora. (2017) Consumer Responses to Slice-of-Life Versus Slice-of-Death Advertising Appeals: Exploring the Role of Polysemy, Branding, and Culture. Journal of Promotion Management 23:1, pages 123-162.
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Jae-Woong Yoo & Young Ju Jin. (2015) Reverse Transfer Effect of Celebrity-Product Congruence on the Celebrity's Perceived Credibility. Journal of Promotion Management 21:6, pages 666-684.
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Anshu Saxena Arora, Jun Wu & Ulysses J. Brown$suffix/text()$suffix/text(). (2015) Do Stereotypes Ignite Polysemy and Strengthen Consumer-Based Brand Equity?. Journal of Promotion Management 21:5, pages 531-547.
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Mark Cistulli, Randy Jacobs & Jason Snyder. (2015) Global Force for Branding: A Study of Attitudes, Intentions, the Military, and the Wars Overseas. Journal of Promotion Management 21:2, pages 190-207.
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Jae-woong Yoo & Young-ju Jin. (2013) Effects of celebrity-organization congruence on audience attitudes, preferences, and credibility ratings for goodwill ambassadors. Asian Journal of Communication 23:6, pages 620-636.
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Hueiju Yu & Yu-Ting Chang. (2013) How to Influence the Brand Attitude of the Audience by Micro-Films. Journal of Promotion Management 19:5, pages 674-686.
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Vincent Cho. (2010) The Endorser's Persuasiveness on the Purchase Intention of High-Involvement Products: A Comparison Between a Newly Launched Product and a Mature One. Journal of Global Marketing 23:3, pages 226-242.
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Articles from other publishers (9)

Jennifer Y. Kee, Michelle S. Segovia & Marco A. Palma. (2023) Slim or Plus-Size Burrito? A natural experiment of consumers’ restaurant choice. Food Policy 120, pages 102483.
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Michelle P Domingo, Vivian G Casil, Andrei O Duldulao, Winny Grace B Flores & Myla Frances A Musni. (2023) Effectiveness of celebrity endorsement on election candidates among CAS students. International Journal of Research Studies in Education 12:3.
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Teresa Fernandes, Heather Nettleship & Luísa Helena Pinto. (2022) Judging a book by its cover? The role of unconventional appearance on social media influencers effectiveness. Journal of Retailing and Consumer Services 66, pages 102917.
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Deepa Halder, Debasis Pradhan & Himadri Roy Chaudhuri. (2021) Forty-five years of celebrity credibility and endorsement literature: Review and learnings. Journal of Business Research 125, pages 397-415.
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Nadia Craddock, Meaghan Ramsey, Fiona Spotswood, Emma Halliwell & Phillippa C. Diedrichs. (2019) Can big business foster positive body image? Qualitative insights from industry leaders walking the talk. Body Image 30, pages 93-106.
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Nadine Yarar, Casparus J.A. Machiels & Ulrich R. Orth. (2019) Shaping up: How package shape and consumer body conspire to affect food healthiness evaluation. Food Quality and Preference 75, pages 209-219.
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Joe Phua. (2014) The effects of similarity, parasocial identification, and source credibility in obesity public service announcements on diet and exercise self-efficacy. Journal of Health Psychology 21:5, pages 699-708.
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Susan Brudvig & Shaheen Borna. (2012) The effect of pediatricians' obesity and gender on children's perceptions. Young Consumers 13:2, pages 147-160.
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Verena Hüttl & Heribert Gierl. 2012. Advances in Advertising Research (Vol. III). Advances in Advertising Research (Vol. III) 29 42 .

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