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Good match, deep love : three studies examining the celebrity endorsement's influence on destination brand love

Zhang, Hui; Xu, Honggang - In: Journal of travel research : a quarterly publication of … 63 (2024) 3, pp. 565-587

Persistent link: https://www.econbiz.de/10014582358

The roles of celebrity endorsers' and consumers' vegan identity in marketing communication about veganism

Phua, Joe; Jin, Seunga Venus; Kim, Jihoon - In: Journal of marketing communications 26 (2020) 8, pp. 813-835

Persistent link: https://www.econbiz.de/10012314020

The effect of celebrity endorsement on Instagram fashion purchase intention : the evidence from Indonesia

Herjanto, Halimin; Adiwijaya, Michael; Wijaya, Elizabeth; … - In: Organizations and markets in emerging economies 11 (2020) 1, pp. 203-221

To maintain the significantly positive influence of celebrity endorsement (CE) on Instagram user consumption behavior, scholars and business practitioners are motivated to have a better understanding of this phenomenon. Literature on CE focuses on its direct effect on attitude toward various...

Persistent link: https://www.econbiz.de/10012262031

TV Advertisements : assessing the moderating effect of children's pester power on parents purchase decision

Lavuri, Rambabu; Aileni, Vidyadhar Reddy - In: Journal of promotion management : innovations in … 28 (2022) 5, pp. 625-649

Persistent link: https://www.econbiz.de/10013277289

Effect of social media marketing on consumer buying behavior towards clothes in the context of Kathmandu Valley

KC, Renu; Budhathoki, Sabina; Bajracharya, Sajeet; … - In: Nepalese journal of economics : a publication of … 7 (2022) 1, pp. 159-171

Persistent link: https://www.econbiz.de/10014294162

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

What makes customers more engaged on social media? : an investigation of customers' responses to brand-generated content on Twitter

Sharief, Omar; Elsharnouby, Tamer H. - In: Journal of promotion management : innovations in … 30 (2024) 1, pp. 49-76

Persistent link: https://www.econbiz.de/10014447584

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

Integrating the S-O-R model to examine purchase intention based on instagram sponsored advertising

Hussain, Ali; Ding Hooi Ting; Abbasi, Amir Zaib; … - In: Journal of promotion management : innovations in … 29 (2023) 1, pp. 77-105

Persistent link: https://www.econbiz.de/10013483016

Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? : a mixed methods study

Özer, Mehmet; Özer, Alper; Ekinci, Yuksel; Koçak, Akın - In: Psychology & marketing 39 (2022) 12, pp. 2384-2400

Persistent link: https://www.econbiz.de/10013465202