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Celebrity, Social Media Influencers and Brand Performance : Exploring New Dynamics and Future Trends in Marketing

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Chapter 1. Introduction -- Chapter 2. Conceptualising influencer, brand, and audience relationships on social media platforms -- Chapter 3. The effect of social media influencers on customers' perceived brand value, brand influencer, and purchase intention: A perspective of Gen Z -- Chapter 4....

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Purchasing celebrity-endorsed brands as a way of self-presentation

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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

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Investigating the advertising antecedents to and consequences of brand experience

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Brand storytelling on websites : the role of empathy on repurchase intentions for PCs and smartphones

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Role of culture in celebrity endorsement : brand endorsement by celebrities in the Indian context

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Cutting through the clutter : mascots in Indian marketing

Bharucha, Jehangir - In: International journal of economics and business research 16 (2018) 4, pp. 534-545

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Impact of source credibility attributes of celebrity endorsement on purchase intention of consumers in Indian banking sector

Chaddha, Priyanka; Agarwal, Bhawna - In: Asian African journal of economics and econometrics 19 (2019) 2, pp. 217-229

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Do celebrities influence urban and rural bottom of the pyramid consumers? : a comparative study-based approach

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Testimonialwerbung : Eignung von Prominenten in der Markenkommunikation

Metzdorf, Henning - 2008

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