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The effect of celebrity trustworthiness on endorsement effectiveness : a comparison of congruence and hybrid model
Thomas, Tijo; Johnson, Johney - In: Vision : the journal of business perspective 23 (2019) 3, pp. 275-286
Persistent link: https://www.econbiz.de/10012161657
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Modelling the effects of financial services advertising on financial product purchase : an empirical validation
Dogra, Pallavi; Sharma, Rishi R. - In: Vision : the journal of business perspective 23 (2019) 4, pp. 418-431
Persistent link: https://www.econbiz.de/10012161742
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Celebrity vs. influencer endorsements in advertising : the role of identification, credibility, and Product-Endorser fit
Schouten, Alexander P.; Janssen, Loes; Verspaget, Maegan - In: International journal of advertising : the review of … 39 (2020) 2, pp. 258-281
Persistent link: https://www.econbiz.de/10012200481
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Engaging fans on microblog : the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement
Gong, Wanqi; Li, Xigen - In: Psychology & marketing 34 (2017) 7, pp. 720-732
Persistent link: https://www.econbiz.de/10011738072
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The effects of celebrity endorsement on customer's attitude toward brand and purchase intention
Nguyen Minh Ha; Nguyen Hung Lam - In: International journal of economics and finance 9 (2017) 1, pp. 64-77
Persistent link: https://www.econbiz.de/10011617664
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Mediating role of consumer involvement between celebrity endorsement and consumer evaluation : comparative study of high and low involvement product
Arora, Nilesh; Prashar, Sanjeev; Parsad, Chandan; … - In: Asian Academy of Management journal : AAMJ 24 (2019) 2, pp. 113-142
Persistent link: https://www.econbiz.de/10012426497
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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
Persistent link: https://www.econbiz.de/10012427533
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Celebrity endorsement in promoting pro-environmental behavior
Ho, Thong; Zihan, Nie; Alpízar R., Francisco; … - 2020
Persistent link: https://www.econbiz.de/10012436205
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Attitude towards celebrity endorsement : a case study of adolescent students using personal care products
Abirami, U.; Krishnan, Jayasree - In: International journal of business excellence 14 (2018) 1, pp. 1-17
Persistent link: https://www.econbiz.de/10011954091
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Managing negative celebrity endorser publicity : how announcements of firm (non)responses affect stock returns
Hock, Stefan J.; Raithel, Sascha - In: Management science : journal of the Institute for … 66 (2020) 3, pp. 1473-1495
Persistent link: https://www.econbiz.de/10012234620