Matching product attributes to celebrities who reinforce the brand: : An innovative algorithmic selection model.

• Autores: Moti Zwilling, Gila E. Fruchter
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 4, 2013, págs. 391-410
• Idioma: inglés
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• Resumen

  • Recent studies have revealed that a celebrity's endorsement of a product or service positively influenced the purchase intention of the consumer. Such findings have created a necessity to identify the specific characteristics of celebrities that most positively influence an advertiser's target audience. This study offers an innovative model for selecting celebrities that will most effectively endorse a specific product. By implementing adaptive conjoint analysis and genetic algorithms in the advertising process, advertisers will newly approach the method of matching product and celebrity from the perspective of product design. INSET: Management Slant. [ABSTRACT FROM AUTHOR]