Conditions d'efficacité de l'endossement par les célébrités en publicité

Leyla Jaoued-Abassi ()
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Leyla Jaoued-Abassi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: This article aim to study the celebrity endorsement strategy from the companies point of view. The objective is to better understand the managerial practices and the success reasons of this communication strategy. First, we will provide a short presentation of the strategy and its functionning methods. Then, we will present methodology and research results. Lastly, we will conclude the article by a results discussion.

Keywords: celebrity endorsement; utilisation des célébrités en publicité; endossement par les célébrités en publicité (search for similar items in EconPapers)
Date: 2011-01-21
Note: View the original document on HAL open archive server: https://hal.science/hal-01128146v1
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Published in Congrès international sur les tendances du marketing, Jan 2011, Paris, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01128146

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