17 pages., Online via UI e-subscription, Researchers used content analysis to determine the relationship between the use of celebrities and the types of products endorsed in one popular U.S. magazine and two popular Thailand magazines. Results indicated that a significant relationship existed among celebrity endorsers and product types. Product categories involving food, diet, and weight loss were among those in which celebrity endorsers were used most.
18 pages., Online via UI e-subscription, Through an experimental design, this study examined the effects of the weight or body type of those modeled in advertisements on purchase intent for two types (diet and non-diet) of a fictitious brand of soda. Findings revealed that thinner models were associated with greater purchase intent and more positive brand belief for the diet drink. However, no relationship was found between model size and purchase intent or brand belief for the non-diet drink.