Veer, Ekant; Becirovic, Ilda; Martin, Brett A.S. - In: European Journal of Marketing 44 (2010) 3/4, pp. 436-450
Purpose – This research has been conducted with the aim of determining if celebrity endorsers in political party advertising have a significant impact on UK voter intentions. The use of celebrity endorsements is commonplace in the USA, but little is known about its effects in the UK. This...