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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, Hua Chang
exaly +2 more sources
Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
Journal of Consumer Research, 1989This article offers a new approach to celebrity endorsement. Previous explanations, especially the source credibility and source attractiveness models are criticized, and an alternative meaning transfer model is proposed. According to this model, celebrities' effectiveness as endorsers stems from the cultural meanings with which they are endowed.
Grant Mccracken
openaire +2 more sources
The influence of celebrity endorsement on the purchase behavior of brands and product categories
Journal of Product and Brand ManagementPurpose Celebrity endorsement has been profusely used to promote the consumption and purchase intention of diverse product categories; however, there is scarce research about whether celebrity endorsement effectiveness differs between brands and product ...
Jean-Pierre Lévy-Mangin
exaly +2 more sources
Journal of Destination Marketing & Management, 2020
This study examines the effect of celebrity endorsement on destination brand love, as well as the mediating effect of parasocial interaction, across two different groups: previous visitors and potential tourists. Hong Kong was selected as the destination,
Dogan Gursoy, Honggang Xu
exaly +2 more sources
This study examines the effect of celebrity endorsement on destination brand love, as well as the mediating effect of parasocial interaction, across two different groups: previous visitors and potential tourists. Hong Kong was selected as the destination,
Dogan Gursoy, Honggang Xu
exaly +2 more sources
Journal of Travel Research, 2023
Destination brand love plays an important role in contributing to the competitive advantage of a destination. Based on the meaning transfer theory, match-up hypothesis, schema theory, etc., this study proposed a hierarchical model that examines the ...
Hui Zhang, Honggang Xu
semanticscholar +1 more source
Destination brand love plays an important role in contributing to the competitive advantage of a destination. Based on the meaning transfer theory, match-up hypothesis, schema theory, etc., this study proposed a hierarchical model that examines the ...
Hui Zhang, Honggang Xu
semanticscholar +1 more source
The influence of social media celebrity endorsement on beer and wine purchase behaviour
International Journal of Wine Business Research, 2023Purpose Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and ...
Cristina Calvo-Porral +2 more
semanticscholar +1 more source
Journal of Hospitality and Tourism Insights, 2023
PurposeThe current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.Design/methodology/approachA factorial ...
Wan Yang +4 more
semanticscholar +1 more source
PurposeThe current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.Design/methodology/approachA factorial ...
Wan Yang +4 more
semanticscholar +1 more source