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Celebrity co-branding partners as irrelevant brand information in advertisements

Ilicic, Jasmina; Webster, Cynthia M. - In: Journal of Business Research 66 (2013) 7, pp. 941-947

This study examines the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand. Three experimental conditions manipulate the relevancy of information: relevant information, irrelevant information, and...

Persistent link: https://www.econbiz.de/10010664613

Consumer values of corporate and celebrity brand associations

Ilicic, Jasmina; Webster, Cynthia M. - In: Qualitative market research : an international journal 18 (2015) 2, pp. 164-187

Persistent link: https://www.econbiz.de/10011308609

Eclipsing : when celebrities overshadow the brand

Ilicic, Jasmina; Webster, Cynthia M. - In: Psychology & marketing 31 (2014) 11, pp. 1040-1050

Persistent link: https://www.econbiz.de/10010460828

Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention

Ilicic, Jasmina; Webster, Cynthia M. - In: Australasian marketing journal 19 (2011) 4, pp. 230-237

Persistent link: https://www.econbiz.de/10009308819

Celebrities as indirect spokespeople in advertising

Ilicic, Jasmina; Webster, Cynthia M. - In: The changing roles of advertising : [extended versions …, (pp. 103-114). 2013

Persistent link: https://www.econbiz.de/10009773047

Celebrity co-branding partners as irrelevant brand information in advertisements

Ilicic, Jasmina; Webster, Cynthia M. - In: Journal of business research : JBR 66 (2013) 7, pp. 941-947

Persistent link: https://www.econbiz.de/10009756852

Investigating consumer-brand relational authenticity

Ilicic, Jasmina; Webster, Cynthia M. - In: The journal of brand management : an international journal 21 (2014) 4, pp. 342-363

Persistent link: https://www.econbiz.de/10010362914

Celebrity co-branding partners as irrelevant brand information in advertisements

Ilicic, Jasmina; Webster, Cynthia M. - In: Journal of business research : JBR 66 (2013) 7, pp. 941-947

Persistent link: https://www.econbiz.de/10010108529

Influence of Innovativeness, Environmental Competitiveness and Government, Industry and Professional Networks on SME Export Likelihood

Chang, Frances Y. M.; Webster, Cynthia M. - In: Journal of Small Business Management 57 (2018) 4, pp. 1304-1327

Persistent link: https://www.econbiz.de/10012094859

Social good or self‐interest : Incentivizing consumer social media engagement behaviour for health messages

Siuki, Helen; Webster, Cynthia M. - In: Psychology & Marketing 38 (2021) 8, pp. 1293-1313

Persistent link: https://www.econbiz.de/10012633128