Purpose This paper aims to explore the role of source credibility while purchasing environment-friendly products using Ajzen’s (1991) theory of planned behavior as underpinning model. Design/methodology/approach The proposed theoretical model was empirically tested with the data collected from...

Brands ofen use celebrities to get impact. Celebrity endorsement has become a marketing communication strategy used to build a congruence between brand image and consumers. Objectives. Research attempts to analyse celebrity endorser-product congruency and to measure the effectiveness of...

Purpose The purpose of this paper is to determine whether negative meanings consumers attribute to a corporation transfer to the endorser and to examine the moderating effects of corporate-specific and product-specific negative meanings on an endorser’s credibility. Design/methodology/approach...

Everyday, consumers are bombarded by messages inducing them to change their attitudes. These persuasion attempts can range from logical arguments to expressive images, from regular consumers’ advice to celebrities’ recommendation. The literature and the research on advertising indicates the...