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Reverse transfer effect of celebrity-product congruence on the celebrity's perceived credibility

Yoo, Jae-Woong; Jin, Young Ju - In: Journal of promotion management : JPM 21 (2015) 6, pp. 666-684

Persistent link: https://www.econbiz.de/10011433611

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

The use of different endorser types in advertising : a content analysis of magazine advertisements

Schimmelpfennig, Christian - In: Journal of global marketing 32 (2019) 3, pp. 139-153

Persistent link: https://www.econbiz.de/10012201019

Social media advertisements and their influence on consumer purchase intention

Sriram, K. V.; Namitha, K. P.; Kamath, Giridhar B. - In: Cogent business & management 8 (2021) 1, pp. 1-18

Rapid rise in social media users has spawned a new form of advertising for businesses called social media advertising …-grabbing details, emotional appeal, and celebrity endorsement all had an effect on how social media advertising was evaluated. The …

Persistent link: https://www.econbiz.de/10012669053

Mediating role of consumer involvement between celebrity endorsement and consumer evaluation : comparative study of high and low involvement product

Arora, Nilesh; Prashar, Sanjeev; Parsad, Chandan; … - In: Asian Academy of Management journal : AAMJ 24 (2019) 2, pp. 113-142

Persistent link: https://www.econbiz.de/10012426497

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

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

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

A strategic view of celebrity endorsements through the attachment lens

Saldanha, Natalya; Mulye, Rajendra; Rahman, Kaleel - In: Journal of strategic marketing 28 (2020) 5, pp. 434-454

Persistent link: https://www.econbiz.de/10012313911

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