The Effect of Endorsed Product on Endorser Image

Abstract

Over the years there as been much interest in understanding the effect of endorsers on the brands they endorse. In the marketing literature, research ranges from Friedman and Friedman's ( 1979) work on the interaction between the type of endorser and the type of endorsed product up to Till and Shimp's (1998) study of the extent to which negative information about the endorser may impact the endorsed product. No research, however, has focused on the impact that the endorsed product has on the endorser's image.