Attributional Approach To Understanding Celebrity Product Congruence Effects

Abstracts of dissertations available on microfilm or as xerographic reproductions.

This book titled How to Execute Celebrity Endorsements for Enhancing Brand Preferences? speaks of the various theoretical and empirically established perspectives regarding celebrity endorsements in its opening segment. The concluding segment mentions some interesting published accounts of brands and of celebrities endorsing those brands successfully. All the published accounts are in sync with the core theme of the book which is how can celebrity endorsements contribute to enhanced brand preferences. I as someone who has been researching and publishing in the domain of celebrity endorsements for over a decade now do hope that i have been able to collate some of the priceless thoughts on brand endorsements which will be found phenomenally enriching by the readers of this book. The books should find its readers in management students, media and advertising professionals, research scholars, teachers and even CELEBRITIES!

In ten chapters with annotated bibliographies, this book analyzes Korean communication, media, and culture. The bibliographic entries provide aid for non-Korean-speaking academics to find information about research on these topics.