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Matching with the Stars: What Determines Celebrity Endorsement Contract Formation?
Social Science Research Network
Celebrity endorsement research studies how the characteristics of firms and celebrities featured in promotional campaigns influence consumer attitudes and firm value. Before these campaigns are launched, firms and celebrities first negotiate at length to sign a celebrity endorsement contract. Current research has not investigated what determines the formation of these contractsthus, firms lack advice as to their chances of landing a contract with their ideal celebrity. This article fills thisdoi:10.2139/ssrn.2417731 fatcat:p5dkkwavvfg3nnsfna42peswiy