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Exploring the effect of personality congruencies on brand identification and purchase intentions

Arora, Nilesh; Prashar, Sanjeev; Vijay, T. Sai; Parsad, … - In: Journal of global scholars of marketing science : … 33 (2023) 2, pp. 186-209

Persistent link: https://www.econbiz.de/10014251312

The Influence of Viral Marketing, Celebrity Endorse, and Brand Awareness on the Purchase Decision of Something Cosmetic Products

Usman, Osly; Zuhurifa, Nadinda Hanny - 2022

The rapid development of technology and information certainly has an impact on the way people shop, namely online shopping. The COVID-19 pandemic also made people have to use masks, where the use of masks can cause skin problems such as acne, bacterial infections, to eczema, besides that the...

Persistent link: https://www.econbiz.de/10014030682

We "like" to value the brand : a mixed-method study

Trung Dam-Huy Thai; Wang, Tien; Tin Trung Nguyen - In: The journal of product & brand management 31 (2022) 8, pp. 1265-1284

Persistent link: https://www.econbiz.de/10013429196

The moderating role of parasocial relationships in the associations between celebrity endorser's credibility and emotion-based responses

Burnasheva, Regina; Suh, Yong Gu - In: Journal of marketing communications 28 (2022) 4, pp. 343-359

Persistent link: https://www.econbiz.de/10013371028

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

Huber, Frank (contributor); Meyer, Frederik (contributor) - 2008

Zur Relevanz des Aufbaus einer Marke Fußballprofi -- Begriffsdefinitionen und theoretische Grundlagen zur Marke Fußballer -- Konzeptualisierung eines Untersuchungsmodells zur Erklärung der Einstellungsbildung zum Fußballspieler -- Empirische Studie zur Überprüfung des Modells zur...

Persistent link: https://www.econbiz.de/10014014564

Consumer attitudes and purchase intentions towards internet celebrity self-brands : an integrated view of congruence, brand authenticity and internet celebrity involvement

Tseng, Timmy H.; Wang, Han-Yu - In: The journal of product & brand management 32 (2023) 6, pp. 863-877

Persistent link: https://www.econbiz.de/10014315455

Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand : the role of source credibility and congruency

Tian, Shiyun; Li, Jo Yun - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 133-161

Persistent link: https://www.econbiz.de/10014318186

Consumer response to celebrity transgression : investigating the effects of celebrity gender and past transgressive and philanthropic behaviors using real celebrities

Rifon, Nora J.; Jiang, Mengtian; Wu, Shuang - In: The journal of product & brand management 32 (2023) 4, pp. 517-529

Persistent link: https://www.econbiz.de/10014281331

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

An investigation of celebrity brand hate influence in the arts marketing sector of Ghana

Mohammed, Iddrisu; Preko, Alexander Diani Kofi; … - In: Arts and the market : AAM 12 (2022) 3, pp. 215-230

Persistent link: https://www.econbiz.de/10013485918