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~subject:"Markenführung"
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Search: subject:"endorser"
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Markenführung
Advertising effects
44
Werbewirkung
44
Celebrity endorsement
38
Celebrity-Werbung
38
Consumer behaviour
37
Konsumentenverhalten
37
Brand image
28
Markenimage
28
Brand management
27
Advertising
16
Brand
16
Markenartikel
16
Credibility
15
Glaubwürdigkeit
15
Werbung
14
Internet marketing
13
Online-Marketing
13
Social Web
13
Social web
13
Celebrity endorser
10
Athletes
9
Sportler
9
Endorser
8
endorser
8
advertising
7
celebrity endorser
7
purchase intention
7
celebrity endorsement
6
Endorser credibility
5
Beziehungsmarketing
4
Direct-to-consumer advertising
4
Relationship marketing
4
Source credibility
4
Tourism marketing
4
Tourismusmarketing
4
attractiveness
4
endorser credibility
4
China
3
Corporate reputation
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Article
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English
26
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Alodin, Yasmin
1
Arnold, Mark J.
1
Bauer, Brittney C.
1
Borges, Adilson
1
Breberina, Jovica
1
Burnasheva, Regina
1
Chen, Huan
1
Chin, Phaik Nie
1
Choi, Yung Kyun
1
DelVecchio, Devon
1
Deska, Jason C.
1
Dwivedi, Abhishek
1
Eguro, Yuka
1
Eisingerich, Andreas B
1
Felix, Reto
1
Guan, Dawei
1
Han, Jeongsoo
1
Hingston, Sean T.
1
Huang, Lei
1
Huang, Minxue
1
Hugenberg, Kurt
1
Hur, Youngjin
1
Johnson, Clark D.
1
Johnson, Lester W.
1
Jun, Mina
1
Karasiewicz, Grzegorz
1
Kato, Takumi
1
Kaur, Harsandaldeep
1
Kim, Kyung Hoon
1
Kim, Mikyoung
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Kim, Sojung
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Kwon, Sun-Yong
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Lee, Susanna S.
1
Lee, Tian-shyug
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Lee, Yu-Hao
1
Li, Jo Yun
1
Li, Ying Ying
1
Lim, Choong Hoon
1
Luk, Ka Yi
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Journal of business research : JBR
5
International journal of advertising : the review of marketing communications
4
Journal of marketing communications
3
Psychology & marketing
2
The journal of brand management : an international journal
2
Advances in management & applied economics
1
International journal of internet marketing and advertising : IJIMA
1
International journal of management and economics
1
Journal of marketing analytics : JMA
1
Journal of promotion management : JPM
1
Journal of promotion management : innovations in planning and applied research
1
Sport marketing quarterly : preferred journal of the Sport Marketing Association
1
The journal of consumer marketing
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The journal of product & brand management
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ECONIS (ZBW)
26
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1
When endorsers behave badly : consumer self-expression and negative meaning transfer
Breberina, Jovica
;
Shukla, Paurav
;
Rosendo-Rios, Veronica
- In:
International journal of advertising : the review of …
41
(
2022
)
4
,
pp. 771-795
Persistent link: https://www.econbiz.de/10013209404
Saved in:
2
Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand : the role of source credibility and congruency
Tian, Shiyun
;
Li, Jo Yun
- In:
International journal of internet marketing and …
17
(
2022
)
1/2
,
pp. 133-161
Persistent link: https://www.econbiz.de/10014318186
Saved in:
3
The role of celebrity
endorser
toward brand attitude and purchase intention : a study from Indonesia
Putri, Riyana
;
Roostika, Ratna
-
2021
Persistent link: https://www.econbiz.de/10012802868
Saved in:
4
Minor flaws are better : the positive effect of aesthetic imperfection about avatar endorsers on brand authenticity
Lv, Linxiang
;
Huang, Minxue
;
Guan, Dawei
;
Yang, Kairui
- In:
Journal of business research : JBR
166
(
2023
),
pp. 1-11
Persistent link: https://www.econbiz.de/10014368190
Saved in:
5
When is celebrity endorsement effective? : exploring the role of celebrity endorsers in enhancing key brand associations
Jun, Mina
;
Han, Jeongsoo
;
Zhou, Zhimin
;
Eisingerich, …
- In:
Journal of business research : JBR
164
(
2023
),
pp. 1-15
Persistent link: https://www.econbiz.de/10014303797
Saved in:
6
Brand storytelling on websites : the role of empathy on repurchase intentions for PCs and smartphones
Kato, Takumi
- In:
Journal of promotion management : innovations in …
29
(
2023
)
1
,
pp. 27-44
Persistent link: https://www.econbiz.de/10013483012
Saved in:
7
Mega or macro social media influencers : who endorses brands better?
Tiago, Maria Teresa Borges
;
Santiago, Joanna Krywalski
; …
- In:
Journal of business research : JBR
157
(
2023
),
pp. 1-12
Persistent link: https://www.econbiz.de/10014229157
Saved in:
8
How
endorser
-product congruity and self-expressiveness affect Instagram micro-celebrities' native advertising effectiveness
Lee, Susanna S.
;
Chen, Huan
;
Lee, Yu-Hao
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 149-162
Persistent link: https://www.econbiz.de/10012798141
Saved in:
9
Social media advertising endorsement : the role of
endorser
type, message appeal and brand familiarity
Zhu, Haiyun
;
Kim, Mikyoung
;
Choi, Yung Kyun
- In:
International journal of advertising : the review of …
41
(
2022
)
5
,
pp. 948-969
Persistent link: https://www.econbiz.de/10013209480
Saved in:
10
The effect of brand crises on
endorser
reputation and endorsement portfolios
Johnson, Clark D.
;
Bauer, Brittney C.
;
Arnold, Mark J.
- In:
Psychology & marketing
39
(
2022
)
7
,
pp. 1385-1397
Persistent link: https://www.econbiz.de/10013280106
Saved in:
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