Search Results - subject:"Endorser"

An Endorsement Selection Model for Sports Celebrities in China

Hsu, Pi-Fang; Hsu, Chia-Hui - In: International Journal of Sociotechnology and Knowledge … 10 (2018) 2, pp. 1-13

Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity...

Persistent link: https://www.econbiz.de/10012047952

Types of brand transgressions and consumers' moral reasoning strategies on an endorser

Hur, Youngjin; Lim, Choong Hoon; Won, Dong-Chun; Kwon, … - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 4, pp. 275-286

Persistent link: https://www.econbiz.de/10012000645

Endorser ethnicity impact on advertising effectiveness : effects of the majority vs. minority status of the target audience

Sobh, Rana; Soltan, Khaled - In: Journal of marketing communications 24 (2018) 6, pp. 634-647

Persistent link: https://www.econbiz.de/10011914773

Loss or gain? : the impact of Chinese local celebrity endorser scandal on the global market value of the endorsed brands

Zhang, Junzhou; Huang, Lei - In: Journal of marketing analytics : JMA 6 (2018) 1, pp. 27-39

Persistent link: https://www.econbiz.de/10011888531

Investigating the factors influence tweens' purchase intention through peer conformity in Taiwan

Tseng, Li-yu; Lee, Tian-shyug - In: Advances in management & applied economics 3 (2013) 3, pp. 259-277

cluster is exposed to consistency between a celebrity endorser and the congruency of the brand, they can easily link the brand … image with the celebrity endorser and subsequently improve their brand behavior. …

Persistent link: https://www.econbiz.de/10009759740

Celebrity endorsement in fashion print advertising

Chiosa, Raluca - In: EuroEconomica (2013) 1(32), pp. 18-31

build a congruence between brand image and consumers. Objectives. Research attempts to analyse celebrity endorser …, congruence between product/brand and endorser, consumer association with the endorser, attractiveness, credibility and trust in … celebrities. Approach. A marketing experiment was used in order to mesure the impactul of endorser type and endorser-product match …

Persistent link: https://www.econbiz.de/10010709844

CELEBRITY ENDORSEMENT STRATEGY

RALUCA, CHIOSA ANA - In: Annals - Economy Series 3 (2012) September, pp. 75-79

values and behavior of celebrities they admire, to build and communicate their own identity. Celebrity endorser is a person …

Persistent link: https://www.econbiz.de/10010611295

ROMANIAN CONSUMERS’ ATTITUDE TOWARDS TV COMMERCIALS

COMIATI, Raluca BABUT - In: Management and Marketing Journal X (2012) 2, pp. 233-248

As advertisements are broadcast on a daily basis, Romanian consumers are subject to an intensive media bombardment designed to influence them, trigger certain emotions, and make them develop an attitude to a particular brand or product. When designing the advertisement, great care must be taken...

Persistent link: https://www.econbiz.de/10010602508

An IMB model testing via endorser types and advertising appeals on young people's attitude towards cervical cancer prevention advertisement in Hong Kong

Fung, Maggie S. K. - In: Young consumers : insight and ideas for responsible … 18 (2017) 1, pp. 1-18

Persistent link: https://www.econbiz.de/10011716468

Morality matters? : consumer identification with celebrity endorsers in China

Martin, Felix; Tao-Peng, Fu - In: Asian business & management 16 (2017) 4/5, pp. 272-289

Persistent link: https://www.econbiz.de/10011815943