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References

 Alan G Sawyer and Daniel J Howard, 1991, ―Effects of Omitting Conclusions in


Advertisements to Involved and Uninvolved Audiences,‖ Journal of Marketing
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 Alexander L Bid, 2002, How Brand Image Drives Brand Equity, ‖ Journal of
Advertising Research, 2002
 Atkin, C. and Block, M. (2003), "Effectiveness of Celebrity Endorsers," Journal of B.
Zafar Erdogan, Michael J. Baker and Stephen Tag (2001) June, "Selecting Celebrity
Endorsers: The Practitioner's Perspective", Journal of Advertising Research, 39-48
 Charles Atkin and M Block have reported (―Effectiveness of Celebrity Endorsers,‖
Journal of Advertising Research 23, (February/March 2003)
 Friedman, H.H. and Friedman, L. (2001), ―Endorser effectiveness by product type‖,
Journal of Advertising Research, Vol. 19, October, pp. 63-71.
 Goldsmith, R.E., Lafferty, B.A. and Newell, S.J. (2000), ―The impact of corporate
credibility and celebrity credibility on consumer reaction to advertisements and
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 Kothari C R, 2007, Research Methodology, pp.100-101
 L’Oréal USA (2004), ―My L’Oréal: style gallery‖, available at:
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 McCracken, G. (2001), ―Who is the celebrity endorser? Cultural foundations of the
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 Ohanian, R―The impact of celebrity spokesperson‘s perceived image on consumers
‘intention to purchase‖, Journal of Advertising Research, Vol. 31
 Philip Kotler, 2006, Marketing Management, Prentice-Hall of India, New Delhi

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