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dc.contributor.authorKowalewska, Kinga
dc.date.accessioned2019-04-03T09:09:08Z
dc.date.available2019-04-03T09:09:08Z
dc.date.issued2018
dc.identifier.issn1899-2226
dc.identifier.urihttp://hdl.handle.net/11089/27332
dc.description.abstractDue to several cognitive processes, celebrity endorsements are effective in increasing sales. The presence of a famous person in an advertisement can command extra attention which may translate into an increase in sales. The aim of the paper is to show the scale of popularity of endorsement in Polish press advertisements in selected magazines directed at different target groups. The study relies, in part, on qualitative content analysis, and uses a survey to determine the effectiveness of celebrity endorsement as a marketing strategy in building trust around a given brand or product and the credibility of an advertising message among its target audience. The final section of the research presents the recall rates for brands/product and their endorsers. Generally, it has been found that celebrity endorsement as a marketing strategy more popular in Poland than in the USA, and a number of particular criteria have to be met in order for it to be efficient. The data reveal that the names of the endorsing celebrities are more strongly associated with advertised products and brands, than the products or brands with their endorsers’ names.en_GB
dc.language.isoenen_GB
dc.publisherWydawnictwo Uniwersytetu Łódzkiegoen_GB
dc.relation.ispartofseriesAnnales. Ethics in Economic Life;4
dc.rightsThis work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.en_GB
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0en_GB
dc.subjectadvertisingen_GB
dc.subjectcelebrity endorsementen_GB
dc.subjectpress advertisementsen_GB
dc.subjecttrust and efficiencyen_GB
dc.subjectadvertising recallen_GB
dc.titleThe effectiveness of celebrity endorsements in Polish magazinesen_GB
dc.typeArticleen_GB
dc.page.number31-44
dc.contributor.authorAffiliationAdam Mickiewicz University in Poznań, Department of Ecolinguistics and Communicology, Institute of Russian Studies
dc.identifier.eissn2353-4869
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dc.contributor.authorEmailkinga.kowalewska@amu.edu.pl
dc.identifier.doi10.18778/1899-2226.21.4.04
dc.relation.volume21en_GB
dc.subject.jelM31
dc.subject.jelM37


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