%0 Journal Article
%T The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising
%A A£¿cha Meksi Gaied
%A Kaouther Saied Ben Rached
%J IBIMA Business Review
%D 2010
%I IBIMA Publishing
%X This research aims to compare the persuasive effectiveness and attitudes change induced in the case of famous and non famous endorser in advertisement. An experimentation was conducted by 290 tunisian women. Our empirical results showed that the non celebrity spokesperson was more credible and generated more favourable attitudes towards advertising, brand and purchase intent than celebrity spokesperson.
%K Credibility
%K Famous
%K non famous characters
%K - Advertising Persuasion
%K case study
%U http://www.ibimapublishing.com/journals/IBIMABR/2010/474771/474771.html