The number of advertisements using character endorsers has increased considerably recently. Character endorsers have also attracted growing interest from advertising researchers. Considering that previous research has contributed to improved understanding of the effectiveness of character endorsers, it is essential to organize previous research findings and clarify important questions for future research. This paper reviews previous research on character endorsers in terms of (1) classification

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... of character endorsers, (2) positive effects of character endorsers on consumer attitude, and (3) moderators of the effects of character endorsers. This paper proposes that future research should (1) identify additional moderators, (2) examine negative effects of character endorsers on consumer attitudes, and (3) focus on additional dependent variables.