Results 21 to 30 of about 86,086 (198)
The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator
Khazanah Sosial, 2022 The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention.
Yanti Agustina +2 more
doaj +1 more source
The Influence of Celebrity Endorsement and Product Quality on Online Shopping Interest
Almana: Jurnal Manajemen dan Bisnis, 2021 The development of online shopping in Indonesia is very fast than offline shopping makes promotion online also great demand, one form of online promotion is a promotion to an online celebrity who is considered to influence online sales.
Syifa Fauziah Hamidah
doaj +1 more source
CELEBRITY ADVERTISEMENTS AND BUYING BEHAVIOUR OF TELEVISION VIEWERS [PDF]
ICTACT Journal on Management Studies, 2021 The use of celebrities as sponsors is an important concept of modern marketing strategy for product promotion. Celebrity accreditation increases sales and benefits organizations / products, celebrities themselves, and advertisement companies that produce
Santhosh Kumar Panigrahi
doaj +1 more source
THE INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION OF WARDAH LIPSTICK PRODUCTS THROUGH BRAND IMAGE AND BRAND CREDIBILITY [PDF]
Russian Journal of Agricultural and Socio-Economic Sciences, 2019 This study aims to analyze the influence of celebrity endorsement, brand image, brand credibility and purchase intention on consumers of Wardah lipstick products in Kediri City. The population of this study is consumers of Wardah lipstick products in the
Sandi P.R., Surachman, Yuniarinto A.
doaj +1 more source
Frontiers in Psychology, 2021 This research explored how perceived homophily and reverence of consumers bridge the gap between endorser characteristics and consumer-celebrity para-social interaction (PSI). Online surveys were utilized to collect data from consumers. The results based
Ke Zhang, Menghan Zhang, Chao Li
doaj +1 more source
, 2023 : The purpose of this study is to provide an overview of perceived travel risk, celebrity endorsement, destination image, attitude, and intention to return tourists to Bali. The population of this study are domestic tourists who have visited Bali.
Putu Laksmita Dewi Rahmayanti +3 more
core +1 more source
Quantifying the Evidential Value of Celebrity Endorsement: A p-Curve Analysis
International Journal of Communication, 2022 Celebrity endorsements have long been used as a promotional tool in marketing communication. However, literature has documented inconsistent findings on the effects of celebrity endorsements compared to no endorsement or noncelebrity endorsements ...
Shiyun Tian +3 more
doaj
MODERATING ROLE OF THE MEDIA IN CELEBRITY ENDORSEMENT AND PRODUCT ADOPTION
International Journal of Entrepreneurial Knowledge, 2023 This study aims to extend knowledge by linking celebrity endorsement to the adoption theory by examining the role of the media as a moderating factor. This adds value to the present knowledge of celebrity endorsement literature and further explains the ...
Jacob Odei Addo, Solomon Abekah Keelson
doaj +1 more source
, 2013 This article outlines key theory related to celebrity endorsement. In doing so, we consider the benefits and challenges involved in deploying the symbolic capital associated with celebrity onto other brands.
Zhiyuan S. Tan +15 more
core +2 more sources
Impact of Celebrity Endorsement on Consumer Purchase Intention of Cosmetics
, 2021 Purpose- This study intends to investigate the impact of celebrity endorsement on consumer purchase intention and identify the perceived qualities of a successful celebrity endorser in order to elevate consumer purchase intention towards cosmetics in Sri
Anuranga, B.K.H.D. +1 more
core +1 more source