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Promis in der Werbung - Menschen mit Markenqualitäten?
Böhling, Andreas - In: Handbuch Kommunikationsmanagement, (pp. 539-552). 2005
Persistent link: https://www.econbiz.de/10003315151
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The impact of a celebrity endorser's credibility on consumer self-brand connection and brand evaluation
Dwivedi, Abhishek; McDonald, Robert E.; Johnson, Lester W. - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 559-578
Persistent link: https://www.econbiz.de/10010462632
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Linking celebrity endorsement and luxury brand purchase intentions through signaling theory : a serial-mediation model involving psychological ownership, brand trust and brand atti...
Sanan Waheed Khan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 3, pp. 586-613
Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...
Persistent link: https://www.econbiz.de/10012655273
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The effect of brand crises on endorser reputation and endorsement portfolios
Johnson, Clark D.; Bauer, Brittney C.; Arnold, Mark J. - In: Psychology & marketing 39 (2022) 7, pp. 1385-1397
Persistent link: https://www.econbiz.de/10013280106
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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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How long does celebrity meaning transfer last? : delayed effects and the moderating roles of brand experience, celebrity liking, and age
Knoll, Johannes; Matthes, Jörg; Münch, Andrea; … - In: International journal of advertising : the quarterly … 36 (2017) 4, pp. 588-612
Persistent link: https://www.econbiz.de/10011849128
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The effects of celebrity endorsement on customer's attitude toward brand and purchase intention
Nguyen Minh Ha; Nguyen Hung Lam - In: International journal of economics and finance 9 (2017) 1, pp. 64-77
Persistent link: https://www.econbiz.de/10011617664
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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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Factors influencing consumer buying behavior while purchasing packaged fruit juice in Kathmandu Valley
Bhatta, Subekshya; Pradhan, Radhe Shyam - In: Nepalese journal of finance : a publication of Uniglobe … 9 (2022) 4, pp. 125-136
Persistent link: https://www.econbiz.de/10014495119
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Meaning transfer in celebrity endorsement and co-branding : meaning valence, association type, and brand awareness
Tian, Shiyun; Tao, Weiting; Hong, Cheng; Tsai, Wanhsiu Sunny - In: International journal of advertising : the review of … 41 (2022) 6, pp. 1017-1037
Persistent link: https://www.econbiz.de/10013362124