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Celebrity endorsement in tourism: Attention, emotional arousal and familiarity
Tourism Management, 2023 Celebrity endorsement in tourism is utilised by global marketing practitioners to attract tourists to visit destinations. Despite this, studies are yet to assess the efficacy of two specific types of celebrity endorsement, a celebrity from the host ...
Li Yaoqi, Brent Moyle, Biqiang Liu
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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.
Christian Schimmelpfennig
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Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand
Journal of Brand Strategy, 2014Celebrity endorsements are a popular business-to-consumer promotion strategy in the UK as well as internationally. This is with good reason: they provide a very emotional approach to product promotion. The rational explanation for the increasing use of the famous in marketing campaigns is simple.
Hollensen, Svend +1 more
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Journal of Promotion Management, 2005
Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
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Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
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2014
Die folgende empirische Studie befasst sich mit dem Celebrity Endorsement und dem bewussten Entschluss einen markeninkongruenten prominenten Werbeträger auszuwählen. Die bisherige Forschung fokussierte hauptsächlich auf die Übereinstimmung zwischen Celebrity und Produkt, theoretische Grundgerüste wie das Meaning Transfer Modell oder die Match Up ...
Kerrigan, Finola +2 more
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Die folgende empirische Studie befasst sich mit dem Celebrity Endorsement und dem bewussten Entschluss einen markeninkongruenten prominenten Werbeträger auszuwählen. Die bisherige Forschung fokussierte hauptsächlich auf die Übereinstimmung zwischen Celebrity und Produkt, theoretische Grundgerüste wie das Meaning Transfer Modell oder die Match Up ...
Kerrigan, Finola +2 more
openaire +4 more sources
Multiple Celebrity Endorsement
2016The use of multiple celebrity endorsers, to advertise a single brand, is becoming increasingly common. While the idea of using multiple endorsers is not entirely new, research on the topic is scant. This research contributes to the celebrity endorsement literature by introducing a previously unexplored dimension of source congruence: portfolio-brand ...
Yu, Sik Chuen (Max), Pappu, Ravi
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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.
openaire +2 more sources
The effectiveness of celebrity endorsements: a meta-analysis [PDF]
Journal of the Academy of Marketing Science, 2016 Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit ...
Jörg Matthes, Johannes Knoll
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