The Influence of Celebrity Endorsement on Food Consumption Behavior [PDF]
Foods, 2021 “Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the
Cristina Calvo-Porral +1 more
exaly +4 more sources
Role of celebrity endorsement in promoting employees’ organization identification: A brand-based perspective [PDF]
Frontiers in Psychology, 2022 Celebrity endorsement has been used for decades to promote products to consumers. As employees are one of the primary stakeholders and are known as second consumers, their concerns about celebrity endorsement effectiveness and pride need attention for ...
Muhammad Abdullah +3 more
doaj +2 more sources
Data on customer perceptions on the role of celebrity endorsement on brand preference [PDF]
Data in Brief, 2018 This research presents data on the effect of celebrity endorsement on consumers’ brand preference. Copies of structured questionnaire were administered to 384 customers of telecommunication industry.
Ayodotun Stephen Ibidunni +7 more
doaj +2 more sources
Sports celebrity traits and millennial purchasing intentions: a cross-platform mixed-methods study [PDF]
Frontiers in Sports and Active LivingIntroductionThis study examines how sports celebrities' personality traits—likability, expertise, credibility, and physical attractiveness—affect millennials' purchasing decisions across Instagram, Snapchat, and Twitter.
Dina El-Shihy
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Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision
Jurnal Bisnis dan Manajemen, 2021 In the recent years, the influence of celebrity in promoting a brand is promising. Without a doubt, celebrity endorsement will boost business brand awareness with an endorsement.
Adinda Nur Annissa +1 more
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Jurnal Performa, 2021 Industri fashion dan teknologi akan selalu berkembang dengan seiringnya berjalannya waktu, baik fashion akan selalu berubah sesuai dengan tren dan teknologi yang semakin canggih.
Febby A. Sijoatmodjo
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BRAND TRUST AS CELEBRITY ENDORSER MARKETING MODERATOR’S ROLE
Jurnal Aplikasi Manajemen, 2021 Celebrity endorsement is a form of marketing communication done both online and offline as it creates a positive brand attitude. However, its effectiveness in influencing customers’ purchase decision needs to be considered.
Angga Febrian, Muhtad Fadly
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The effectiveness of celebrity endorsement in aspiring new celebrities: Examining the effects of brand, congruence, charisma and overexposure [PDF]
RAUSP Management Journal, 2018 Purpose - Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote ...
Otávio Freire +3 more
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Penentuan Upah Jasa Endorsement di Media Sosial Tiktok @Aqilahjd dalam Perspektif Fiqh Ijarah
Al-Muamalat, 2022 An endorsement is a form of sales promotion to introduce a product or brand carried out by business actors with endorsement service actors, namely endorsers, where this endorser can be called a celebrity endorser with many followers or followers on ...
Sherlina Nur Sapitri, Siti Nurfatoni
doaj +1 more source
Sports Celebrity endorsement impact on purchase intention
Revista Galega de Economía, 2023 This research aims to study Celebrity Endorsement in the context of Social Media when practiced by Sports Celebrities and its influence on Purchase Intention.
Francisco Moreira +3 more
doaj +1 more source