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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

The impact of a celebrity endorser's credibility on consumer self-brand connection and brand evaluation

Dwivedi, Abhishek; McDonald, Robert E.; Johnson, Lester W. - In: The journal of brand management : an international journal 21 (2014) 7/8, pp. 559-578

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When is celebrity endorsement effective? : exploring the role of celebrity endorsers in enhancing key brand associations

Jun, Mina; Han, Jeongsoo; Zhou, Zhimin; Eisingerich, … - In: Journal of business research : JBR 164 (2023), pp. 1-15

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The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types

Zhang, Yaqiong; Wang, Shifu - In: Journal of retailing and consumer services 74 (2023), pp. 1-13

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The influence of celebrity endorsement on young Vietnamese consumers' purchasing intention

Nhu Ty Nguyen - In: Journal of Asian finance, economics and business : JAFEB 8 (2021) 1, pp. 951-960

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The rhetoric of celebrity endorsement strategy and consumer purchase intention on fast moving consumer goods among Al-Hikmah University undergraduate students

Brimah, Bolatito Amudat; Olanipekun, Wahid Damilola; … - In: SocioEconomic challenges : SEC 4 (2020) 3, pp. 104-112

Persistent link: https://www.econbiz.de/10012295317

The impact of celebrity expertise on advertising effectiveness : the mediating role of celebrity brand fit

Thomas, Tijo; Johnson, Johney - In: Vision : the journal of business perspective 21 (2017) 4, pp. 367-374

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Does celebrity image congruence influences brand attitude and purchase intention?

Paul, Justin; Bhakar, Shailja - In: Journal of promotion management : JPM 24 (2018) 2, pp. 153-177

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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

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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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