In today's highly competitive market, companies use celebrities in advertisements. Due to the development in the field of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines has confirmed with its own example that the celebrity...

Purpose: Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze...

Celebrity endorsement is a common practice adopted by companies throughout the world. This practice is increasing more and more now even for the technology industry. Companies use celebrity endorsement to influence consumer purchase intention by improving their brand image in the minds of the...

Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...

Several brands are striving in their endeavors to find new ways to improve their consumer engagement through social media. They are using different tools including influencer marketing through social networking sites (SNSs). Therefore, this chapter addresses a gap in the academic literature as...

Celebrity endorsement has been established as one of the most popular tools of advertising in recent time. It has become a trend and perceived as a winning formula for product marketing and brand building. It is easy to choose a celebrity but it is tough to establish a strong association between...

The purpose of this study is to investigate the impact of celebrity endorsement on customer purchase intention by using different variables. Celebrity endorsement can be used to improve the marketing campaign as in current environment most brands are advertised by different celebrities known as...

Celebrities used as endorsers in advertising are often very popular ones. However, from a cognitive point of view (and more academic one), congruence between brand and celebrity seems to be very important too. Based on affective and cognitive theories to explain endorsement efficiency,...

Being an individual sport, tennis often deals with a specific category of sponsoring: the endorsement. Tennis players and business organizations seek each other in order to sign partnerships from which both parties hope to win. Endorsements are among the most profitable income sources for...