Communication using celebrities in the non-profit sector: determinants of its effectiveness

Material TypeArticleLanguageEnglish
TitleCommunication using celebrities in the non-profit sector: determinants of its effectiveness Author(S)Maria del Mar Garcia de los Salmones (Author)
Abstract  Nowadays celebrity endorsement has become a popular marketing technique in the non-profit sector. However, there is still a degree of light and shade as regards the determinants of the effectiveness of this communication strategy. Taking into account the significant lack of studies in this particular field, the current research presents a causal model with nine hypotheses, which analyse the sequence of relationships that cover from the background of celebrity credibility, to the determinants of the attitude towards adverts and the intention to collaborate ...Paginationp 101-120
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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