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Developing strategies for international celebrity branding : a comparative analysis between Western and South Asian cultures

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Collective destination marketing in China : leveraging social media celebrity endorsement

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Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements : an elaboration likelihood model approach

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Owner or endoser? : investigating the effectiveness of celebrity owners of sports teams as endorsers

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Factors influencing parasocial relationship in the virtual reality shopping environment : the moderating role of celebrity endorser dynamism

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environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity … collection tool is a survey administered to Chinese consumers (n = 531) who have experienced the products of UNIQLO brand on … and brand equity are positively associated, while CED moderates the relationship between PSR and its antecedents …

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Role of celebrity : brand congruency in building brand image

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What drives the market popularity of celebrities? : a longitudinal analysis of consumer interest in film stars

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Effects of self-congruity and source credibility on consumer responses to coffeehouse advertising

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The impact of age on consumer attachment to celebrities and endorsed brand attachment

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