Results 91 to 100 of about 86,086 (198)

Celebrity Political Endorsement and Young Voters in Europe: A Five-Country Comparison on Celebrity Support Effectiveness in the European Elections

International Journal of Communication, 2019
Celebrity political endorsement is an internationally common phenomenon that has substantially increased over recent years. It refers to celebrities who publicly support political candidates or parties, often in election campaigns.
Katja Friedrich, Cordula Nitsch
doaj  

Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking

, 2018
This article is not available on ChesterRepThe paper examines the use of advertising and celebrity endorsement in promoting wristwatches from the beginning of the 20th century up until today.
Kitchen, Philip J., Tony Proctor, Proctor, Tony, Proctor, T, Philip J. Kitchen, Kitchen, PJ   +5 more
core   +1 more source

Celebrity Endorsements and Promotions: Enhancing Young Muslim Online Shoppers’ Satisfaction

Human Behavior and Emerging Technologies
This study explores the factors influencing consumer satisfaction among young Muslim online shopping users. Exogenous variables include celebrity endorsement, social media marketing, and promotion programs.
Rochman Hadi Mustofa, Silvi Asna Prestianawati, Dhany Efita Sari, Henni Riyanti, Ananda Setiawan   +4 more
doaj   +1 more source

YouTube advertising appeals on generation Z’s purchase intention of beauty products: a predictive approach

Cogent Arts & Humanities
The study investigates Generation Z’s purchase intentions in the beauty industry that are impacted by YouTube advertising appeals. A structured questionnaire and a quantitative approach were used to collect data from a total of 205 respondents who ...
Tak Jie Chan, Kirttine Somasundram, Yang Tian, Nor Azura Adzharuddin, Nor Hazlina Hashim   +4 more
doaj   +1 more source

The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement

BBR: Brazilian Business Review, 2016
This study investigates the effects of sport’s celebrity endorsement on purchase intention. More specifically, this study seeks to (1) identify the extent to which the sports celebrity’s credibility influences consumer purchase intention; (2) the extent ...
Natalie Bragança Düsenberg, Victor Manoel Cunha de Almeida, João Guilherme Barbosa de Amorim   +2 more
doaj  

Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990-2017. [PDF]

Int J Environ Res Public Health, 2019
Zhou M, Rajamohan S, Hedrick V, Rincón-Gallardo Patiño S, Abidi F, Polys N, Kraak V.   +6 more
europepmc   +1 more source

Celebrity Endorsement - Consumers’ willingness to pay for celebrity endorsed products

, 2018
Celebrity endorsement has become a widely studied and applied concept by the marketers and managers in modern business organizations. With the progressive marketing and business methods, new promotional tools have also been introduced to provide a competitive edge to the organizations. This paper deals with the research question i.e.
openaire   +1 more source

A Case Study Of "Maxis" Celebrity Endorsement

, 2006
The objective of this thesis is to gain a better understanding of how celebrities are used as endorsers in advertising. To achieve this purpose four research questions are stated, why companies choose celebrity endorsement as a promotion strategy, how ...
Serpoosh, Majid
core  

Effectiveness of celebrity endorsement on high and low involvement products

, 2009
Celebrity endorsement is a common advertising method in Singapore whereby all kinds of products are featured. The purpose of this research study is to examine two issues- whether celebrity or non-celebrity endorsement is more effective in increasing ...
Cai, Chenghan, Siow, Wei Wei, Huang, Shiqi   +2 more
core  

Celebrity Endorsement of Meta-Analysis? [PDF]

Western Journal of Nursing Research, 2009
openaire   +2 more sources