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Sometimes a celebrity holding a negative public image is the best product endorser
Sääksjärvi, Maria; Hellén, Katarina; Balabanis, George - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 421-441
Persistent link: https://www.econbiz.de/10011574403
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Leveraged marketing communications : a framework for explaining the effects of secondary brand assoctions
Bergvist, Lars; Taylor, Charles Raymond - In: AMS review : official publication of the Academy of … 6 (2016) 3/4, pp. 157-175
Persistent link: https://www.econbiz.de/10011627993
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A new model of how celebrity endorsements work : attitude toward the endorsement as a mediator of celebrity source and endorsement effects
Bergkvist, Lars; Hjalmarson, Hanna; Mägi, Anne W. - In: International journal of advertising : the quarterly … 35 (2016) 2, pp. 171-184
Persistent link: https://www.econbiz.de/10011581100
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Product placement 2.0 : "do brands need influencers, or do influencers need brands?"
Jin, S. Venus; Muqaddam, Aziz - In: The journal of brand management : an international journal 26 (2019) 5, pp. 522-537
Persistent link: https://www.econbiz.de/10012060158
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Exploring the influence of celebrity credibility on brand attitude, advertisement attitude and purchase intention
Singh, Ramendra Pratap; Banerjee, Neelotpaul - In: Global business review 19 (2018) 6, pp. 1622-1639
Persistent link: https://www.econbiz.de/10011982928
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Celebrity endorsements in emerging markets : align endorsers with brands or with consumers?
Roy, Subhadip; Guha, Abhijit; Biswas, Abhijit; Grewal, Dhruv - In: Journal of international business studies : JIBS ; an … 50 (2019) 3, pp. 295-317
Persistent link: https://www.econbiz.de/10012006997
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Who is the celebrity endorser? : a content analysis of celebrity endorsements
Schimmelpfennig, Christian - In: Journal of international consumer marketing 30 (2018) 4, pp. 220-234
Persistent link: https://www.econbiz.de/10011965973
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How a smile can make a difference : enhancing the persuasive appeal of celebrity endorsers : boosting consumer perceptions of celebrity genuineness through the use of a "Duchenne s...
Ilicic, Jasmina; Kulczynski, Alicia; Baxter, Stacey M. - In: Journal of advertising research 58 (2018) 1, pp. 51-64
Persistent link: https://www.econbiz.de/10011875516
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Celebrity endorsement : developing a brand image in housing ads
Yöreş, Füsun Çizmeci - In: Advancing insights on brand management, (pp. 175-192). 2017
Persistent link: https://www.econbiz.de/10011855097
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Measuring the impact of brand-celebrity personality congruence on purchase intention
Malodia, Suresh; Singh, Pankaj; Goyal, Vinay; Sengupta, Atri - In: Journal of marketing communications 23 (2017) 5, pp. 493-512
Persistent link: https://www.econbiz.de/10011849986