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Revisiting the match-up hypothesis : effects of brand-incongruent celebrity endorsements

Törn, Fredrik - In: Journal of current issues and research in advertising : … 33 (2012) 1, pp. 20-36

Persistent link: https://www.econbiz.de/10009671506

From endorsement to celebrity co-branding : personality transfer

Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285

Persistent link: https://www.econbiz.de/10010362940

Consumer responses to brands placed in YouTube movies : the effect of prominence and endorser expertise

Verhellen, Yann; Dens, Nathalie; Pelsmacker, Patrick de - In: Journal of electronic commerce research : JECR 14 (2013) 4, pp. 287-303

Persistent link: https://www.econbiz.de/10010232563

Brand trait transference : when celebrity endorsers acquire brand personality traits

Arsena, Ashley; Silvera, David H.; Pandelaere, Mario - In: Journal of business research : JBR 67 (2014) 7, pp. 1537-1543

Persistent link: https://www.econbiz.de/10010379277

Impact of celebrity endorsements and brand mascots on consumer buying behavior

Malik, Garima; Guptha, Ch. Abhinav - In: Journal of global marketing 27 (2014) 2, pp. 128-143

Persistent link: https://www.econbiz.de/10010380436

Der Fußballstar als Marke : Determinanten der Markenbildung am Beispiel von Lukas Podolski

Huber, Frank; Meyer, Frederik - 2008 - 1. Aufl.

Persistent link: https://www.econbiz.de/10003627795

Customer Perception about Celebrity Endorsement in Television Advertising for Retail Brands

Jain, Varsha; Sudha, Mari; Daswani, Aarzoo - 2010

The retail sector is one of the fastest moving sectors in India. Its target audience is mainly youth who constitute 50% of the Indian population. Retail brands need to be positioned for this segment, and one of the strategies used is celebrity endorsement. Television Audience Measurement (TAM)...

Persistent link: https://www.econbiz.de/10014199394

What makes consumers repeat consumption internet celebrity restaurant?

Tang, Jianxiong; Xie, Liping; Sun, Qiao; Liu, Xian - In: International journal of contemporary hospitality management 35 (2023) 12, pp. 4073-4098

Persistent link: https://www.econbiz.de/10014430080

Understanding celebrity trust and its effects on other credibility and image constructs : a qualitative approach

Hussain, Shahzeb; Melewar, T. C.; Priporas, … - In: Corporate reputation review 24 (2021) 4, pp. 247-262

Persistent link: https://www.econbiz.de/10012666334

Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest

Ramadhanti, Evie - 2019

In this era of technology weapons development as the business world is now Increasingly Unable to predict. Companies are looking for ways to not be abandoned by consumers. Therefore it is very important for companies to know what to do to Attract Consumers to buy. This study aims to identify and...

Persistent link: https://www.econbiz.de/10012895191