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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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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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Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention
Singh, Ramendra Pratap; Banerjee, Neelotpaul - In: Global business review 19 (2018) 6, pp. 1622-1639
Persistent link: https://www.econbiz.de/10011982928
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Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317
Persistent link: https://www.econbiz.de/10012006997
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How a smile can make a difference : enhancing the persuasive appeal of celebrity endorsers : boosting consumer perceptions of celebrity genuineness through the use of a "Duchenne s...
Ilicic, Jasmina; Kulczynski, Alicia; Baxter, Stacey M. - In: Journal of advertising research 58 (2018) 1, pp. 51-64
Persistent link: https://www.econbiz.de/10011875516
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Der Fußballstar als Marke : Determinanten der Markenbildung am Beispiel von Lukas Podolski
Huber, Frank; Meyer, Frederik - 2008 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003627795
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Understanding celebrity trust and its effects on other credibility and image constructs : a qualitative approach
Hussain, Shahzeb; Melewar, T. C.; Priporas, … - In: Corporate reputation review 24 (2021) 4, pp. 247-262
Persistent link: https://www.econbiz.de/10012666334
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Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest
Ramadhanti, Evie - 2019
In this era of technology weapons development as the business world is now Increasingly Unable to predict. Companies are looking for ways to not be abandoned by consumers. Therefore it is very important for companies to know what to do to Attract Consumers to buy. This study aims to identify and...
Persistent link: https://www.econbiz.de/10012895191
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Innovative celebrity endorsement and consumer purchase
Sankar, Jeganathan Gomathi; Indhuja M - In: Journal of Contemporary Issues in Business and Government 26 (2020) 2, pp. 678-684
Persistent link: https://www.econbiz.de/10012522880
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The synergy in green persuasion, green celebrity endorsers in green advertising : a study of brand-endorser congruence effects in green advertising
Blasche, Juliana; Ketelaar, Paul Edwin - In: Journal of euromarketing 24 (2015) 2/3, pp. 86-106
Persistent link: https://www.econbiz.de/10011408778