[Abdussalam, P. K. (2014), Celebrity advertisement: key to marketing success, Indian Journal of Commerce and Management Studies, Vol. 5, No. 1, pp. 78-82.]Search in Google Scholar
[Agrawal, J., Kamakura, W. A. (1995), The economic worth of celebrity endorsers: an event study analysis, Journal of Marketing, Vol. 59, No. 3, pp. 56-62.]Search in Google Scholar
[Biswas, D., Biswas, A., Das, N. (2006), The differential effects of celebrity and expert endorsements on consumer risk perceptions, Journal of Advertising, Vol. 35, No. 2, pp. 17-31.]Search in Google Scholar
[Carrillat, F., d’Astous, A., Lazure, J. (2013), For better, for worse? What to do when celebrity endorsements go bad, Journal of Advertising Research, Vol. 53, No. 1, pp. 15-30.]Search in Google Scholar
[Ding, H., Molchanov, A. E., Stork, P. A. (2011), The value of celebrity endorsements: a stock market perspective, Marketing Letters, Vol. 22, No. 2, pp. 147-163.]Search in Google Scholar
[Erdogan, B. Z. (1999), Celebrity endorsement: a literature review, Journal of Marketing Management, Vol. 15, No.4, pp. 291-314.]Search in Google Scholar
[Erdogan, B. Z., Baker, M., Tagg, S. (2001), Selecting celebrity endorsers: the practitioner’s perspective, Journal of Advertising Research, Vol. 41, No. 3, pp. 39-48.]Search in Google Scholar
[Friedman, H. H., Friedman, L. (1979), Endorser effectiveness by product type, Journal of Advertising Research, Vol. 19, No. 5, pp. 63-71.]Search in Google Scholar
[Green, M. C., Brock, T. C. (2000), The role of transportation in the persuasiveness of public narratives, Journal of Personality And Social Psychology, Vol. 79, No. 5, pp. 701-721.]Search in Google Scholar
[Green, M. C., Brock, T. C., Kaufman, G. F. (2004), Understanding media enjoyment: the role of transportation into narrative worlds, Communication Theory, Vol. 14, No. 4, pp. 311-327.]Search in Google Scholar
[Hovland, C., Weiss, W. (1951), The influence of source credibility on communication effectiveness, Public Opinion Quarterly, Vol. 15, No. 4, pp. 635-650.]Search in Google Scholar
[Hung, K. (2014), Why celebrity sells: a dual entertainment path model of brand endorsement, Journal of Advertising, Vol. 43, No. 2, pp. 155-166.]Search in Google Scholar
[Hung, K., Chan, K., Tse, C. (2011), Assessing celebrity endorsement effects in China, Journal of Advertising Research, Vol. 51, No. 4, pp. 608-623.]Search in Google Scholar
[Kamins, M. A. (1990), An investigation into “match-up” hypothesis in celebrity advertising: When beauty may be only skin deep, Journal of Advertising, Vol. 19, No. 1, pp. 4-13.]Search in Google Scholar
[Kamins, M. A., Brand, M. J., Hoeke, S. A., Moe, J. C. (1989), Two-sided versus one-sided celebrity endorsements: the impact on advertising effectiveness and credibility, Journal ofAdvertising, Vol. 18, No. 2, pp. 4-11.]Search in Google Scholar
[Kamins, M. A., Gupta, K. (1994), Congruence between spokesperson and product type: a matchup hypothesis perspective, Psychology & Marketing, Vol. 11, No. 6, pp. 569-586.]Search in Google Scholar
[Kahle,L. R., Homer, P. M. (1985), Physical attractiveness of the celebrity endorser: A social adaptation perspective, Journal of Consumer Research, Vol. 11, No. 4, pp. 954-961.]Search in Google Scholar
[Langmeye, L., Walker, M. (1991), A first step to identify the meaning in celebrity endorsers, Advances in Consumer Research, Vol. 18, No. 1, pp. 364-371.]Search in Google Scholar
[Lee, J., Thorson, E. (2008), The impact of celebrity-product incongruence on the effectiveness of product endorsement, Journal of Advertising Research, Vol. 48, No. 3, pp. 433-449.]Search in Google Scholar
[Lord, K., Putrevu, S. (2009), Informational and transformational responses to celebrity endorsements, Journal of Current Issues & Research in Advertising, Vol. 31, No. 1, pp. 1-13.]Search in Google Scholar
[Liu, M. T., Chen, Z., Jiang, M. (2007), Influence of endorsers’ attractiveness and product match-up toward purchase intentions, International Journal of Business and Management, Vol. 2, No. 2, pp. 3-12.]Search in Google Scholar
[Lynch, J., Schuler, D. (1994), The matchup effect of spokesperson and product congruency: a schema theory interpretation, Psychology & Marketing, Vol. 11, No. 5, pp. 417-445.]Search in Google Scholar
[McCracken, G. (1989), Who is the celebrity endorser? Cultural foundations of the endorsement, Journal of Consumer Research, Vol. 16, No. 3, pp. 310-321.]Search in Google Scholar
[McGuire, W. J. (1985), Attitudes and attitude change, in: G. Lindzey, E. Aronson, E., (eds.) The Handbook of Social Psychology, Vol. 2, New York: Random, pp. 233-246.]Search in Google Scholar
[Misra, S., Beatty, S. E. (1990), Celebrity spokesperson and brand congruence, Journal of Business Research, Vol. 21, No. 2, pp. 159-173.]Search in Google Scholar
[Mittelstaedt, J. D., Riesz, P. C., Burns, W. J. (2000), Why are endorsements effective? Sorting among theories of product and endorser effects, Journal of Current Issues & Research in Advertising, Vol. 22, No. 1, pp. 55-65.]Search in Google Scholar
[Norman, G. (2010), Likert scales, levels of measurement and the “laws” of statistics. Advances in Health Sciences Education, Vol. 15, No. 5, pp. 625-632.10.1007/s10459-010-9222-y]Search in Google Scholar
[Ohanian, R. (1991), The impact of celebrity spokespersons’ perceived image on consumers’ intention to purchase, Journal of Advertising Research, Vol. 31, No. 1, pp. 46-54.]Search in Google Scholar
[O’Mahony, S., Meenaghan, T. (1997/1998), The Impact of Celebrity Endorsements on Consumers, Irish Marketing Review, Vol. 10, No. 2, pp. 15-24.]Search in Google Scholar
[Petty, R. E., Caccioppo, J. T. (1980), Effect of issue involvement on attitudes in an advertising context, in: G. G. Gorn, M. E. Goldberg (eds.), Proceedings of Division 23 Program, American Psychological Association, Montreal, pp. 75-79.]Search in Google Scholar
[Petty, R. E., Cacioppo, J. T., Schumann, D. (1983), Central and peripheral routes to advertising effectiveness: the moderating role of involvement, Journal of Consumer Research, Vol. 10, No. 2, pp. 135-146, Petty, R. E., Cacioppo, J. T., Goldman, R. (1981), Personal involvement as a determinant of argument-based persuasion, Journal of Personality and Social Psychology, Vol. 41, No. 5, pp. 847-855.]Search in Google Scholar
[Raluca, C. A. (2012), Celebrity endorsement strategy, Annals of the „Constantin Brâncuşi” University of Târgu Jiu, Economy Series, Issue 3, pp. 75-79.]Search in Google Scholar
[Silvera, D. H., Austad, B. (2004), Factors predicting the effectiveness of celebrity endorsement advertisements, European Journal of Marketing, Vol. 38, No. 11, pp. 1509-1526.]Search in Google Scholar
[Speck, P. S., Schumann, D. W., Thompson, C. (1988), Celebrity endorsements-scripts, schema and roles: theoretical framework and preliminary tests, in: M. J. Houston (Ed.), Advances in Consumer Research, Vol. 15, pp.68-76.]Search in Google Scholar
[Spry, A., Pappu, R., Cornwell, T. B. (2011), Celebrity endorsement, brand credibility and brand equity, European Journal of Marketing, Vol. 45, No. 6, pp. 882-909.]Search in Google Scholar
[Stafford, M., Stafford, T., Day, E. (2002), A contingency approach: the effects of spokesperson type and service type on service advertising perceptions, Journal of Advertising, Vol. 31, No. 2, pp. 17-35.]Search in Google Scholar
[Till, B. D., Shimp, T. A. (1998), Endorsers in advertising: the case of negative celebrity information, Journal of Advertising, Vol. 27, No. 1, pp. 67-82.]Search in Google Scholar
[Till, B. D., Busler, M. (2000), The match-up hypothesis: physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs, Journal of Advertising, Vol. 29, No. 3, pp. 1-13.10.1080/00913367.2000.10673613]Search in Google Scholar
[Valkenburg, P., van der Voort, T. (1994), Influence of TV on daydreaming and creative imagination: A review of research, Psychological Bulletin, Vol. 116, No. 2, pp. 316-339.]Search in Google Scholar
[Vorderer, P., Klimmt, C., Ritterfeld, U. (2004), Enjoyment: at the heart of media entertainment, Communication Theory, Vol. 14, No. 4, pp. 388-408.]Search in Google Scholar
[Weiner, J., Mowen, J. C. (1986), Source credibility: on the independent effects of trust and expertise, in: R. J. Lutz (ed.), Advances in Consumer Research, Vol. 13, pp. 306-310.]Search in Google Scholar
[Wheeler, R. T. (2009), Nonprofit advertising: impact of celebrity connection, involvement and gender on source credibility and intention to volunteer time or donate money, Journal of Nonprofit & Public Sector Marketing, Vol. 21, No. 1, pp. 80-107.]Search in Google Scholar
[Woźniczka, J. (2011), Wykorzystanie tzw. zwykłych ludzi i znanych postaci w kreacji reklamowej a efekty komunikacyjne reklamy, Marketing i Rynek, No. 10, pp. 14-22. ]Search in Google Scholar
