Marketing faculty coauthor one of the most downloaded articles in 2009 from the Journal of Global Marketing
News + Events : Marketing faculty coauthor one of the most downloaded articles in 2009 from the Journal of Global Marketing
Among the top five most downloaded articles in 2009 from the Journal of Global Marketing was Celebrity Endorsements in Advertisements and Consumer Perceptions: A Cross-Cultural Study, an article co-written by Professor of Marketing Kathleen O'Donnell, Associate Professor of Marketing Mahmood Hussain, and alum Somdutta Biswas (MBA '05).
The authors studied consumer perceptions of celebrity endorsements from a cross-cultural perspective. Findings indicated that specific differences and similarities exist in how consumers across India and the United States perceive celebrity endorsements. There is a positive, although moderate, impact of celebrity endorsements on attention and exposure of consumers. Implications for marketers as well as suggestions for future research are discussed.
To read the article for free, see http://www.informaworld.com/10.1080/08911760902765940.