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Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements
Journal of International Consumer Marketing, 2018Much of the academic literature suggests that 25%–30% of all advertising in western countries uses celebrities.
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“Fitness” marketing: Celebrity or non-celebrity endorsement?
Services Marketing Quarterly, 1997ABSTRACT This paper makes a beginning in the comparison of real ads on source credibility in the context of the marketing of “fitness” related goods and services. While the results establish the greater credibility of celebrity endorsed ads vis a vis non-celebrity endorsed ads in the context of the test product, the authors nevertheless empirically ...
Rajan Nataraajan, Sudhir K. Chawla
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2014
This scientific paper discusses answers to the question of wether negative media coverage on a celebrity endorser, affects the image of a promoted brand. An evaluation of the repercussions a celebrity’s negative image has on a promoted brand, shall lead us to determine the effects on the brand in question.
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This scientific paper discusses answers to the question of wether negative media coverage on a celebrity endorser, affects the image of a promoted brand. An evaluation of the repercussions a celebrity’s negative image has on a promoted brand, shall lead us to determine the effects on the brand in question.
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2015
Die folgende Magisterarbeit befasst sich mit dem Thema Celebrity Endorsement in der Modeindustrie. Seit Jahrzehnten schon bedienen sich große Modeunternehmen, wie Chanel, Dior oder Versace, prominenter Werbefiguren für ihre Kleidungskollektionen. Allerdings wurde bisher die Wirkungsweise von Modewerbungen mit Prominenten nicht umfassend empirisch ...
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Die folgende Magisterarbeit befasst sich mit dem Thema Celebrity Endorsement in der Modeindustrie. Seit Jahrzehnten schon bedienen sich große Modeunternehmen, wie Chanel, Dior oder Versace, prominenter Werbefiguren für ihre Kleidungskollektionen. Allerdings wurde bisher die Wirkungsweise von Modewerbungen mit Prominenten nicht umfassend empirisch ...
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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.
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Selection of celebrity endorsers
Marketing Intelligence & Planning, 2013PurposeThis paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally held assumption that endorser selection is usually taken care of by creative agencies, vetting several candidates by means of subtle evaluation procedures ...
Schimmelpfennig, Christian +1 more
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Celebrity Endorsement and Congruence: An Experimental Study
The International Journal of Interdisciplinary Social Sciences: Annual Review, 2010Celebrity endorsement is a more and more used tool within the domain of psychology of marketing and advertising. Beside the fact of showing famous and, generally, beautiful people, it is not at all clear if such a marketing device works and, if so, under which conditions.
CORTINI, Michela +2 more
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Celebrity Endorsement in Brand Management in Croatia
2011A number of studies have investigated the impact of celebrity endorsers on consumer's attitudes towards brand and on their purchase intentions. Despite the existance of extensive marketing literature and a growing use of celebrity endorsement in Croatia, little is known about how Croatian consumers react to celebrities in advertisements.
Krupka, Zoran +2 more
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Celebrity Endorsements in Hospitality
Journal of Hospitality & Tourism Cases, 2022Olivier de Chauliac, Lisa Cain
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Celebrity endorsement in retailing
Celebrity endorsement is a pervasive influencer marketing technique that has seen significant growth in recent decades, capturing the attention of advertisers worldwide. Across various sectors, including sports, luxury, retail, and food, numerous brands leverage this strategy to showcase their products.Pantin-Sohier, Gaëlle +2 more
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