Similar Search Results

Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? : a mixed methods study

Özer, Mehmet; Özer, Alper; Ekinci, Yuksel; Koçak, Akın - In: Psychology & marketing 39 (2022) 12, pp. 2384-2400

Persistent link: https://www.econbiz.de/10013465202

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

Tabari, Saloomeh (ed.); Ding, Qing Shan (ed.) - 2024

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 … Effect of Brand Virtual Influencers Endorsement on Consumer Purchase Intention -- Chapter 7. Play or attack: Identity in the …

Persistent link: https://www.econbiz.de/10015053252

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

Yue, Xiaofan; Nawal Hanim Abdullah; Mass Hareeza Ali; … - In: International journal of electronic marketing and … 15 (2024) 4, pp. 501-517

Persistent link: https://www.econbiz.de/10015064003

Fabricating celebrity brands via scandalous narrative : crafting, capering and commodifying the comedian, Russell Brand

Mills, Scott; Patterson, Anthony; Quinn, Lee - In: Journal of marketing management : MM 31 (2015) 5/6, pp. 599-615

Persistent link: https://www.econbiz.de/10011325784

How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions

Erfgen, Carsten; Sattler, Henrik; Schnittka, Oliver - In: Journal of business economics : JBE 85 (2015) 5, pp. 479-504

Persistent link: https://www.econbiz.de/10011283796

The vampire effect : when do celebrity endorsers harm brand recall?

Erfgen, Carsten; Zenker, Sebastian; Sattler, Henrik - In: International journal of research in marketing : IJRM ; … 32 (2015) 2, pp. 155-163

Persistent link: https://www.econbiz.de/10011337510

From endorsement to celebrity co-branding : personality transfer

Ambroise, Laure; Pantin-Sohier, Gaëlle; … - In: The journal of brand management : an international journal 21 (2014) 4, pp. 273-285

Persistent link: https://www.econbiz.de/10010362940

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

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

Celebrity endorsements and branding strategies : event study from India

Jaikumar, Saravana; Sahay, Arvind - In: The journal of product & brand management 24 (2015) 6, pp. 633-645

Persistent link: https://www.econbiz.de/10011481904