Results 281 to 290 of about 234,082 (352)
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An integrated model of congruence and credibility in celebrity endorsement
International Journal of Advertising, 2022Based on psychological theories of associative learning and self-concept, this study proposes an integrated conceptual framework of dual-path relationships between two types of congruence (product-celebrity congruence vs.
Jung‐Sook Lee +2 more
semanticscholar +1 more source
Journal of Research in Interactive Marketing, 2021
PurposeThis study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber.
Tser-yieth Chen +2 more
semanticscholar +1 more source
PurposeThis study aims to investigate the relationship between Internet celebrity characteristics and the follower's impulse purchase behavior in YouTuber.
Tser-yieth Chen +2 more
semanticscholar +1 more source
Content marketing in e-commerce platforms in the internet celebrity economy
Industrial management & data systems, 2020Purpose With the popularity of social media and, recently, live streaming, internet celebrity endorsements have become a prevalent approach to content marketing for e-commerce sellers.
Ruibin Geng +4 more
semanticscholar +1 more source
International Journal of Advertising, 2021
Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are ...
Shiyun Tian, W. Tao, Cheng Hong, W. Tsai
semanticscholar +1 more source
Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are ...
Shiyun Tian, W. Tao, Cheng Hong, W. Tsai
semanticscholar +1 more source
Nursing Standard, 1988
The Association of Nurse Education is celebrating a day in which many of the aspirations of nurse education campaigners over 50 years have been fulfilled.
openaire +2 more sources
The Association of Nurse Education is celebrating a day in which many of the aspirations of nurse education campaigners over 50 years have been fulfilled.
openaire +2 more sources
Celebrity endorsement in marketing from1960 to 2021: a bibliometric review and future agenda
Asia Pacific Journal of Marketing and Logistics, 2022PurposeThis study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976).
Shaoshan Wang, M. Liu
semanticscholar +1 more source
, 2020
As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers.
Eugene Cheng‐Xi Aw +1 more
semanticscholar +1 more source
As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers.
Eugene Cheng‐Xi Aw +1 more
semanticscholar +1 more source
, 2020
There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans ...
Chengchen Liu, Y. Zhang, Jing Zhang
semanticscholar +1 more source
There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans ...
Chengchen Liu, Y. Zhang, Jing Zhang
semanticscholar +1 more source
The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective
Journal of Promotion Management, 2022The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill this
S. Purohit, Nilesh Arora
semanticscholar +1 more source
Academy of Management Annals, 2019
In this review of the literature on reputation, status, celebrity, and stigma we develop an overarching theoretical framework based on the rational, emotional, and moral aspects of each construct’s...
Timothy G Pollock, Kisha Lashley
exaly +2 more sources
In this review of the literature on reputation, status, celebrity, and stigma we develop an overarching theoretical framework based on the rational, emotional, and moral aspects of each construct’s...
Timothy G Pollock, Kisha Lashley
exaly +2 more sources