Selecting celebrity endorsers: The practitioner's perspective

Although a number of scholars have investigated effective celebrity endorse r characteristics with consumer samples using experimental methods, there i s only one study by Miciak and Shanklin (1994) that explored the point of v iew of practitioners who are responsible for the selection of celebrities. This paper investigates British advertising agency managers' consideration of important celebrity characteristics when selecting an endorser and these factors' importance according to product types. The research findings vali date much of the consumer-based research in that managers consider a range of criteria when choosing celebrity endorsers and indicate that the importa nce of the criteria depends on the product type.