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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
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Impact of celebrity endorser's source credibility on attitude towards advertisements and brands
Bhatt, Nishith; Jayswal, Rachita M.; Patel, Jayesh D. - In: South Asian journal of management : SAJM 20 (2013) 4, pp. 74-95
Persistent link: https://www.econbiz.de/10010241930
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Tweet this, not that : a comparison between brand promotions in microblogging environments using celebrity and company-generated tweets
Wood, Natalie T.; Burkhalter, Janée N. - In: Journal of marketing communications 20 (2014) 1/2, pp. 129-146
Persistent link: https://www.econbiz.de/10010244647
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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
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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
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Celebrity-aided brand recall and brand-aided celebrity recall : an assessment of celebrity influence using the hierarchy of effects model
Gnanapragash, T. Joel; Sekar, P. C. - In: The IUP journal of brand management : IJBRM 10 (2013) 3, pp. 47-67
Persistent link: https://www.econbiz.de/10010203624
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Celebrity endorsement, self-brand connection and consumer-based brand equity
Dwivedi, Abhishek; Johnson, Lester W.; McDonald, Robert E. - In: The journal of product & brand management 24 (2015) 5, pp. 449-461
Persistent link: https://www.econbiz.de/10011443002
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Matching with the stars : how brand personality determines celebrity endorsement contract formation
Zamudio, César - In: International journal of research in marketing : IJRM ; … 33 (2016) 2, pp. 409-427
Persistent link: https://www.econbiz.de/10011527114
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What drives the market popularity of celebrities? : a longitudinal analysis of consumer interest in film stars
Mathys, Juliane; Burmester, Alexa B.; Clement, Michel - In: International journal of research in marketing : IJRM ; … 33 (2016) 2, pp. 428-448
Persistent link: https://www.econbiz.de/10011527120
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Effects of self-congruity and source credibility on consumer responses to coffeehouse advertising
Yoon, Donghwan; Kim, Youn-Kyung - In: Journal of hospitality marketing & management 25 (2016) 1/2, pp. 167-196
Persistent link: https://www.econbiz.de/10011453986