1Charles A,Martin B.Effectiveness of Celebrity Endorsers[J].Journal of Advertising,1983,23(Feb/March):57-61.
2Petty R L,Cacioppo J T,Schumann D.Central and peripheral routes to advertising effectiveness:The moderating role of involvement[J].Journal of Consumer Research,1983,10(2):135-146.
3John C M,Stephen W B,Meg S.Theoretical and Empirical Extensions of Endorser Effectiveness //AMA Educators’ Conference Proceedings,ed.Chicago:American marketing association.1979.
4Carolyn T,Thomas D J.The effects of multiple product endorsements by celebrities on consumers' attitudes and intentions[J].Journal of Consumer Research.1994,20(4):535-547.
5Kamins M A.An investigation into the "match-up" hypothesis in celebrity advertising:When beauty may be only skin deep[J].Journal of Advertising,1990,19(1):4-13.
6Kahle E R,Homer P M.Physical attractiveness of the celebrity endorser:A social adaptation perspective[J].Journal of Consumer Research,1985(11):9-22.
7Lynch J,Schuler D.The matchup effect of spokesperson and product congruency:A schema theory interpretation[J].Psychology & Marketing,1994,11(5):417-445.
8lynn L,Mathew S.Celebrity Endorsers and Public Service Agencies:A Balancing Act //Proceedings of the 1993 American Academy of Advertising,1993:197-207.
9McCracken,Grant.Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process[J].Journal of Consumer Research,1989,16(12):310-321.
10Katherine W,Darren W D.To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences[J].Journal of Consumer Psychology,2006,16(4):404-414.