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The impact of celebrity endorsement on brand knowledge : a comparative study in Mauritius

Ladkoo, Adjnu Damar; Ismael, Fatmah Bibi Amina - In: Business and Economic Research : BER 8 (2018) 2, pp. 85-114

Persistent link: https://www.econbiz.de/10011861778

Measuring the impact of brand-celebrity personality congruence on purchase intention

Malodia, Suresh; Singh, Pankaj; Goyal, Vinay; Sengupta, Atri - In: Journal of marketing communications 23 (2017) 5, pp. 493-512

Persistent link: https://www.econbiz.de/10011849986

Celebrity influences on consumer decision making : new insights and research directions

Moraes, Marcela; Gountas, John; Gountas, Sandra; … - In: Journal of marketing management : JMM ; journal of the … 35 (2019) 13/14, pp. 1159-1192

Persistent link: https://www.econbiz.de/10012178613

The impact of perceived effectiveness of celebrity endorsement on perceived brand personality

Dissanayake D. M. R.; Weerasiri R. A. S. - In: Inventi impact: retailing & consumer services (2018) 1, pp. 5-13

Persistent link: https://www.econbiz.de/10012145741

Celebrities as human brands : an investigation of the effects of personality and time on celebrities' appeal

Lunardo, Renaud; Gergaud, Olivier; Livat, Florine - In: Celebrity, convergence and transformation, (pp. 233-259). 2018

Persistent link: https://www.econbiz.de/10011737159

One step deeper : gender and congruity in celebrity endorsement

Pradhan, Debasis; Kapoor, Vikram; Moharana, Tapas Ranjan - In: Marketing intelligence & planning 35 (2017) 6, pp. 774-788

Persistent link: https://www.econbiz.de/10011797976

Consumer, brand, celebrity : which congruency produces effective celebrity endorsements?

Albert, Noël; Ambroise, Laure; Valette-Florence, Pierre - In: Journal of business research : JBR 81 (2017), pp. 96-106

Persistent link: https://www.econbiz.de/10011771621

The impact of death on consumer responses to celebrity endorser misbehavior

Boeuf, Benjamin - In: Psychology & marketing 34 (2017) 10, pp. 917-930

Persistent link: https://www.econbiz.de/10011759123

Innovative celebrity endorsement and consumer purchase

Sankar, Jeganathan Gomathi; Indhuja M - In: Journal of Contemporary Issues in Business and Government 26 (2020) 2, pp. 678-684

Persistent link: https://www.econbiz.de/10012522880

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