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How celebrity status and gaze direction in ads drive visual attention to shape consumer decisions
D'Ambrogio, Simone; Werksman, Noah; Platt, Michael L.; … - In: Psychology & marketing 40 (2023) 4, pp. 723-734
Persistent link: https://www.econbiz.de/10014290848
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Antecedents and consequences of consumers' attribution style : measuring the impact of negative celebrity information
Um, Nam-Hyun - In: Journal of marketing communications 22 (2016) 2, pp. 121-134
Persistent link: https://www.econbiz.de/10011561321
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Does celebrity image congruence influences brand attitude and purchase intention?
Paul, Justin; Bhakar, Shailja - In: Journal of promotion management : JPM 24 (2018) 2, pp. 153-177
Persistent link: https://www.econbiz.de/10011875367
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Uncovering the power of natural endorsements : a comparison with celebrity-endorsed advertising and product placements
Russell, Cristel Antonia; Rasolofoarison, Dina - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 761-778
Persistent link: https://www.econbiz.de/10011799718
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Social media advertisements and their influence on consumer purchase intention
Sriram, K. V.; Namitha, K. P.; Kamath, Giridhar B. - In: Cogent business & management 8 (2021) 1, pp. 1-18
Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising …-grabbing details, emotional appeal, and celebrity endorsement all had an effect on how social media advertising was evaluated. The …
Persistent link: https://www.econbiz.de/10012669053
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The impact of celebrity expertise on advertising effectiveness : the mediating role of celebrity brand fit
Thomas, Tijo; Johnson, Johney - In: Vision : the journal of business perspective 21 (2017) 4, pp. 367-374
Persistent link: https://www.econbiz.de/10011833558
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Celebrity vs. influencer endorsements in advertising : the role of identification, credibility, and Product-Endorser fit
Schouten, Alexander P.; Janssen, Loes; Verspaget, Maegan - In: International journal of advertising : the review of … 39 (2020) 2, pp. 258-281
Persistent link: https://www.econbiz.de/10012200481
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Mediating role of consumer involvement between celebrity endorsement and consumer evaluation : comparative study of high and low involvement product
Arora, Nilesh; Prashar, Sanjeev; Parsad, Chandan; … - In: Asian Academy of Management journal : AAMJ 24 (2019) 2, pp. 113-142
Persistent link: https://www.econbiz.de/10012426497
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TV Advertisements : assessing the moderating effect of children's pester power on parents purchase decision
Lavuri, Rambabu; Aileni, Vidyadhar Reddy - In: Journal of promotion management : innovations in … 28 (2022) 5, pp. 625-649
Persistent link: https://www.econbiz.de/10013277289
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Integrating the S-O-R model to examine purchase intention based on instagram sponsored advertising
Hussain, Ali; Ding Hooi Ting; Abbasi, Amir Zaib; … - In: Journal of promotion management : innovations in … 29 (2023) 1, pp. 77-105
Persistent link: https://www.econbiz.de/10013483016