Hsu, Chung‐kue; McDonald, Daniella - In: Journal of Product & Brand Management 11 (2002) 1, pp. 19-29
celebrities to promote their products or brands. Nevertheless, it is surprising that so little research has focused on this …. Overall, we found that these milk mustache ads have matched their celebrities’ gender, age and type of milk attributes in … celebrities is a key factor for using multiple celebrity endorsers in advertising. …