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Strategic match of athlete endorsement in global markets : an associative learning perspective

Chang, Yongwan; Ko, Yong Jae; Tasci, Asli; Arai, Akiko; … - In: International journal of sports marketing & sponsorship 15 (2014) 4, pp. 253-271

Persistent link: https://www.econbiz.de/10010410847

The use of different endorser types in advertising : a content analysis of magazine advertisements

Schimmelpfennig, Christian - In: Journal of global marketing 32 (2019) 3, pp. 139-153

Persistent link: https://www.econbiz.de/10012201019

Effect of celebrity endorsement in advertising activities by product type

Karasiewicz, Grzegorz; Kowalczuk, Martyna - In: International journal of management and economics 44 (2014), pp. 76-93

Persistent link: https://www.econbiz.de/10011417546

Perception of television advertising from China's young generation

Li, Lijie; Scaringella, Laurent - In: The journal of applied business research 30 (2014) 4, pp. 1031-1052

Persistent link: https://www.econbiz.de/10010400629

Impact of celebrity endorsment on brand image : a communication process perspective on 30 years of empirical research

Erfgen, Carsten - In: International journal of marketing : IJM ; formerly Der … 52 (2013) 3/4, pp. 127-137

Persistent link: https://www.econbiz.de/10010408097

The impact of a celebrity endorser's credibility on consumer self-brand connection and brand evaluation

Dwivedi, Abhishek; McDonald, Robert E.; Johnson, Lester W. - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 559-578

Persistent link: https://www.econbiz.de/10010462632

Linking celebrity endorsement and luxury brand purchase intentions through signaling theory : a serial-mediation model involving psychological ownership, brand trust and brand atti...

Sanan Waheed Khan; Zaman, Umer - In: Pakistan journal of commerce and social sciences 15 (2021) 3, pp. 586-613

Celebrity endorsements create a magnitude of meaningful differences among luxury brands that subsequently generate skyrocketing sales fueled bycelebrity-inspired consumer's confidence. The present study explores the impact of celebrity endorsements as a modern marketing technique on customers'...

Persistent link: https://www.econbiz.de/10012655273

The effect of brand crises on endorser reputation and endorsement portfolios

Johnson, Clark D.; Bauer, Brittney C.; Arnold, Mark J. - In: Psychology & marketing 39 (2022) 7, pp. 1385-1397

Persistent link: https://www.econbiz.de/10013280106

Building brand awareness : the role of celebrity endorsement in advertisements

Rahman, Rehenuma - In: Journal of global scholars of marketing science : … 28 (2018) 4, pp. 363-384

Persistent link: https://www.econbiz.de/10011962791

The impact of celebrity expertise on advertising effectiveness : the mediating role of celebrity brand fit

Thomas, Tijo; Johnson, Johney - In: Vision : the journal of business perspective 21 (2017) 4, pp. 367-374

Persistent link: https://www.econbiz.de/10011833558