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.
He, Xi (author), Lopez, Rigoberto A. (author), and Liu, Yizao (author)
Format:
Paper
Publication Date:
2015-07
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D07649
Notes:
Paper presented at the Agricultural and Applied Economics Association meetings, July 26-28,2015. 21 pages., Analysis shows online advertising complementary to both television and print media advertising.
