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Loss or gain? : the impact of Chinese local celebrity endorser scandal on the global market value of the endorsed brands
Zhang, Junzhou; Huang, Lei - In: Journal of marketing analytics : JMA 6 (2018) 1, pp. 27-39
Persistent link: https://www.econbiz.de/10011888531
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From endorsement to celebrity co-branding : personality transfer
Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285
Persistent link: https://www.econbiz.de/10010362940
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Tweet this, not that : a comparison between brand promotions in microblogging environments using celebrity and company-generated tweets
Wood, Natalie T.; Burkhalter, Janée N. - In: Journal of marketing communications 20 (2014) 1/2, pp. 129-146
Persistent link: https://www.econbiz.de/10010244647
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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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The role of celebrity endorser toward brand attitude and purchase intention : a study from Indonesia
Putri, Riyana; Roostika, Ratna - 2021
Persistent link: https://www.econbiz.de/10012802868
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Celebrity endorsements for luxury brands : followers vs. non-followers on social media
Song, Sanga; Kim, Hye-yŏng - In: International journal of advertising : the review of … 39 (2020) 6, pp. 802-823
Persistent link: https://www.econbiz.de/10012260277
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Effects of celebrity endorsers for multiple brands on attitudes and purchase intentions
Erfgen, Carsten; Sattler, Henrik; Victoria Villeda, Isabel - In: Schmalenbach business review : sbr 17 (2016) 1, pp. 49-67
Persistent link: https://www.econbiz.de/10011634075
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Exploring the effect of personality congruencies on brand identification and purchase intentions
Arora, Nilesh; Prashar, Sanjeev; Vijay, T. Sai; Parsad, … - In: Journal of global scholars of marketing science : … 33 (2023) 2, pp. 186-209
Persistent link: https://www.econbiz.de/10014251312
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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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Brand endorsement on Instagram : how do expertise and similarity affect endorsed and alternative brands via searching behavior?
Kishiya, Kazuhiro - In: Kansai University review of business and commerce 21 (2022), pp. 17-29
Persistent link: https://www.econbiz.de/10013270012