Millennials especially swayed by endorsements

Executive Summary

From first ladies to movie stars and pop divas, celebrities can amp up the appeal of a fashion brand by lending their aura—for love or money. A key takeaway:

  • Millennials are more likely than Gen X-ers or Baby Boomers to be influenced by celebrity endorsements, especially for clothes.

Looks like you do not have access to this content.

Please login or find out how to gain access.

DOI: 10.1177/237455680302.n6