Results 31 to 40 of about 1,375 (253)
THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2019 This study aims to analyze the influence of celebrity endorsement, brand image, brand credibility and purchase intention on consumers of Wardah lipstick products in Kediri City. The population of this study is consumers of Wardah lipstick products in the
Sandi P.R., Surachman, Yuniarinto A.
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Frontiers in Psychology, 2021 This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI). Online surveys were utilized to collect data from consumers. The results based
Ke Zhang, Menghan Zhang, Chao Li
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CELEBRITY ADVERTISEMENTS AND BUYING BEHAVIOUR OF TELEVISION VIEWERS [PDF]
ICTACT Journal on Management Studies, 2021 The use of celebrities as sponsors is an important concept of modern marketing strategy for product promotion. Celebrity accreditation increases sales and benefits organizations / products, celebrities themselves, and advertisement companies that produce
Santhosh Kumar Panigrahi
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Quantifying the Evidential Value of Celebrity Endorsement: A p-Curve Analysis
International Journal of Communication, 2022 Celebrity endorsements have long been used as a promotional tool in marketing communication. However, literature has documented inconsistent findings on the effects of celebrity endorsements compared to no endorsement or noncelebrity endorsements ...
Shiyun Tian +3 more
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MODERATING ROLE OF THE MEDIA IN CELEBRITY ENDORSEMENT AND PRODUCT ADOPTION
International Journal of Entrepreneurial Knowledge, 2023 This study aims to extend knowledge by linking celebrity endorsement to the adoption theory by examining the role of the media as a moderating factor. This adds value to the present knowledge of celebrity endorsement literature and further explains the ...
Jacob Odei Addo, Solomon Abekah Keelson
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Sustainable Celebrity Endorsement Strategies: Long-term Impacts on Market Development Stages [PDF]
SHS Web of ConferencesCelebrity endorsement is the core strategy of brand marketing, and its sustainable design and implementation deeply affects the long-term trend of market development.
Zhang Ruotong
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Indonesian Journal of Business and Entrepreneurship, 2019 The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI)
Ragil Asma Saputra +2 more
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The effect of celebrity endorsement on consumer behavior: Case of the Lebanese jewelry industry
Arab Economic and Business Journal, 2018 This paper tends to the effect of celebrity support to jewelry advertisements on the conduct of consumers, in particular on Lebanese females. The investigation is drawn closer from the point of view of the customer.
Safi Hani, Azouri Marwan, Azouri Andre
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The effectiveness of celebrities in conservation marketing. [PDF]
PLoS ONE, 2017 Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little ...
Elizabeth Duthie +3 more
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Advanced Engineering Materials, EarlyView.Predicting extreme defects in additive manufacturing remains a key challenge limiting its structural reliability. This study proposes a statistical framework that integrates Extreme Value Theory with advanced process indicators to explore defect–process relationships and improve the estimation of critical defect sizes. The approach provides a basis for
Muhammad Muteeb Butt +8 more
wiley +1 more source