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Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation

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Celebrity endorsement : how celebrity-brand-user personality congruence affects brand attitude and purchase intention

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I create, you create, we all create - for whom?

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The vampire effect : when do celebrity endorsers harm brand recall?

Erfgen, Carsten; Zenker, Sebastian; Sattler, Henrik - In: International journal of research in marketing : IJRM ; … 32 (2015) 2, pp. 155-163

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How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions

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Celebrity endorser attractiveness, visual attention, and implications for ad attitudes and brand evaluations : a replication and extension

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

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From endorsement to celebrity co-branding : personality transfer

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Brand trait transference : when celebrity endorsers acquire brand personality traits

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Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest

Ramadhanti, Evie - 2019

. Effect Against Buy Consumer Interests, 5. Effect of brand Awareness To Buy Consumer Interests, 6. Influence of Celebrity … Endorser, Social Media, Advertising, Content and brand Awareness Against Youtube Buy Consumer Interests. The purpose of this … Brand Awareness. This research was conducted in Indonesia precisely in Jakarta, Bogor, Depok, Tangerang, and Bekasi with …

Persistent link: https://www.econbiz.de/10012895191