Product effects on endorser image: the potential for reverse image transfer

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Title

Product effects on endorser image: the potential for reverse image transfer

Content partner

University of Waikato

Collection

ResearchCommons@Waikato

Description

Purpose – The purpose of this paper is to investigate reverse image transfer as it applies to both celebrities (actors/models) and celebrity athletes in a New Zealand context. It extends the work of Garland and Charbonneau which examined reverse image transfer (product image transferring to endorser) as it applied to celebrity athlete endorsers alone. Design/methodology/approach – The data for the study are collected from 240 New Zealand university undergraduate students who are split equall...

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Format

Research Paper

Research format

Journal article

Date created

2010

Creator

Charbonneau, Jan / Garland, Ron

URL

https://hdl.handle.net/10289/3750

Related subjects

product image / product endorsement / celebrities / marketing strategy / New Zealand

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©2023 The Author(s). This is an open-access article under the CCBY license (http://creativecommons.org/licenses/by/4.0/).

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