This chapter offers a comprehensive survey of the economic analysis of advertising. A first
objective is to organize the literature in a manner that clarifies what is known. A second …

The celebrity credibility scale developed by Singh and Banerjee [Singh, RP, & Banerjee,
N.(2018). A study on exploring the factors influencing celebrity endorsement credibility …

This chapter proposes an analysis of the role of advertising in the transmission of
information in markets. It also describes how the economic analysis of informative …

This paper presents a linear-city model where firms compete on price and levels of
advertising, which affects the perceived utility of products. More cost efficient firms extend …

This research is grounded in the Elaboration Likelihood Model and investigates the
determinants of purchase intentions within live-streaming settings. It differentiates between …

It is estimated that companies in the US spent $800 million in 1998 to “acquire talent—
entertainers, athletes and other high profile personalities—to spotlight in advertising …

This research aims to study celebrity endorsement in the context of social media when done
by sports celebrities and its influence on purchase intention. Four dimensions have been …

Page 1 The Political Economy of Status Page 2 For Eleni Page 3 The Political Economy of
Status Superstars, Markets and Culture Change Theodore Koutsobinas University of Patras …

We develop a model that endogenizes both advertising format–ads with or without celebrity
endorsements–and the endorsement fee. Marketing studies suggest that celebrities …

This paper considers a monopolist's product-launch strategy in the presence of network
effects, focusing on how to exploit these effects to the maximum possible extent. In our …