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Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility
Hussain, Shahzeb; Melewar, T. C.; Priporas, … - In: Journal of business research : JBR 109 (2020), pp. 472-488
Persistent link: https://www.econbiz.de/10012238107
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"Aha! I knew that voice sounded familiar!" : recognizing a non-identified voice-over endorser increases ad enjoyment via moments of insight
Hall, Matthew J.; Carlson, Les; Gentry, James W. - In: Journal of business research : JBR 174 (2024), pp. 1-14
Persistent link: https://www.econbiz.de/10014548001
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Brand trait transference : when celebrity endorsers acquire brand personality traits
Arsena, Ashley; Silvera, David H.; Pandelaere, Mario - In: Journal of business research : JBR 67 (2014) 7, pp. 1537-1543
Persistent link: https://www.econbiz.de/10010379277
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Ethnic brand identity work : responding to authenticity tensions through celebrity endorsement in brand digital self-presentation
Chatzopoulou, Elena; Navazhylava, Kseniya - In: Journal of business research : JBR 142 (2022), pp. 974-987
Persistent link: https://www.econbiz.de/10013169476
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Cultural cognition and endorser scandal : impact of consumer information processing mode on moral judgment in the endorsement context
Lee, Joon Sung; Kwak, Dae Hee; Bagozzi, Richard P. - In: Journal of business research : JBR 132 (2021), pp. 906-917
Persistent link: https://www.econbiz.de/10012581673
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Forty-five years of celebrity credibility and endorsement literature : review and learnings
Halder, Deepa; Pradhan, Debasis; Chaudhuri, Himadri Roy - In: Journal of business research : JBR 125 (2021), pp. 397-415
Persistent link: https://www.econbiz.de/10012494108
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A customer-focused approach to improve celebrity endorser effectiveness
Carlson, Brad D.; Donavan, D. Todd; Deitz, George D.; … - In: Journal of business research : JBR 109 (2020), pp. 221-235
Persistent link: https://www.econbiz.de/10012238052
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Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation
Zhu, Xiajing; Teng, Lefa; Foti, Lianne; Yuan, Yige - In: Journal of business research : JBR 103 (2019), pp. 301-309
Persistent link: https://www.econbiz.de/10012104243
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Consumer, brand, celebrity : which congruency produces effective celebrity endorsements?
Albert, Noël; Ambroise, Laure; Valette-Florence, Pierre - In: Journal of business research : JBR 81 (2017), pp. 96-106
Persistent link: https://www.econbiz.de/10011771621
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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