What is it about?
Celebrity endorsements are more effective when the advertisement features celebrities as social intimates. These effects are more pronounced when the celebrity is local as opposed to foreign. The study also proposes that consumer self-referencing vis-a-vis celebrities’ social distance through framed social categories mediates these effects.
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This page is a summary of: Effects of narrowed social distance on local and international celebrity-endorsed advertisement attitudes, Journal of Consumer Marketing, May 2020, Emerald,
DOI: 10.1108/jcm-10-2019-3455.
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