Astrid L Keel
Biographic Data
| ID | 9506841 |
|---|---|
| NAME | Astrid L Keel |
| GIVEN NAMES | Astrid L |
| FAMILY NAME | Keel |
| SIGNATURE | KEEL A L |
| AFFILIATIONS | University of La Verne |
| ORCID | 0000-0002-6712-7706 |
| VERIFIED | Yes |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 1 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2026 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands
Celebrity capital refers to the celebrity’s level and frequency of media visibility and consists of four stages: acquisition, consolidation, decline and resurgence. Two between-subject experiments with non-student respondents find that consolidation-stage endorsers are the most effective in positively influencing consumer evaluations, followed by acquisition-stage endorsers. Advertisements featuring decline-stage celebrities are no different from…
No prominent works on this page.
Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands
Celebrity capital refers to the celebrity’s level and frequency of media visibility and consists of four stages: acquisition, consolidation, decline and resurgence. Two between-subject experiments with non-student respondents find that consolidation-stage endorsers are the most effective in positively influencing consumer evaluations, followed by acquisition-stage endorsers. Advertisements featuring decline-stage celebrities are no different from…
Capital (architecture) (1 works) · Consumer Behavior in Brand Consumption and Identification (1 works) · Consumer behaviour (1 works) · Gender, Feminism, and Media (1 works) · Media Influence and Health (1 works) · Social capital (1 works) · Stars (1 works)