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Celebrity endorsement and stock market return
, 2017 Purpose: Celebrity endorsement advertising receives increased attention in the relevant literature. Approaching from the abnormal stock market return perspective, the purpose of this paper is to investigate the potential risks and expected profit ...
Catherine Prentice +3 more
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An Analysis Of Communication Celebrity Endorsement On Brand Image [PDF]
, 2022 The main objective of this study is to propose a conceptual model to assess whether persuasive messages can lead to acceptance in the form of information provided by Instagram social media opinion leaders, and, also, the extent to which messages on ...
Anaway, Karina Amalia +9 more
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Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Khoa học Xã hội, 2023 In emerging economies, the emphasis on sustainability, green branding, and the environment is becoming increasingly important. Among these, Generation Z has a sharp sensitivity to environmental issues and climate change.
Kiều Anh Tài, Bùi Ngọc Tuấn Anh
doaj +1 more source
The use of celebrity athletes as endorsers: views of the New Zealand general public [PDF]
, 2006 Matching celebrity athletes with potential endorsement opportunities is often difficult. Yet there are easy-to-use survey-based methods available. Based on a survey of the general public in New Zealand, this study uses both Ohanian's source-credibility ...
Charbonneau, Jan, Garland, Ron
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Celebrity Endorsements And Its Brand Love On Purchase Intention At E-Marketplace
Jurnal Manajemen, 2023 Advertised brands are frequently endorsed by a variety of well-known public figures. The purpose of this study is to investigate the impact of celebrities and brand ambassadors on purchase intentions in the e-commerce marketplace.
Catharina Clara
doaj +1 more source
PENGARUH CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PRODUK (STUDI PADA IKLAN FILA DENGAN BTS SEBAGAI CELEBRITY ENDORSER) [PDF]
, 2022 Penelitian ini dilakukan untuk menganalisis pengaruh Celebrity Endorsement terhadap Keputusan Pembelian Produk (Studi pada iklan FILA dengan BTS sebagai Celebrity Endorser).
Naomi, Cornelia Rosalin
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, 2019 © 2019, Copyright © 2019, American Academy of Advertising. This article introduces the celebrity capital life cycle as a structuring framework for the literature on celebrity endorsement.
Carrillat, François A +3 more
core +1 more source
Impact Of Celebrity Endorsement Advertisement On Consumers [PDF]
, 2021 Advertisement plays important role within the present era of data explosion. Celebrity endorsement may be a channel during which a star acts as a spokesperson of the brand. Celebrities performances give spectacular results when shaping the common opinion
Thakur, Ms. Sarima
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The Outcome of Celebrity Endorser
JOURNAL OF RESEARCH IN MANAGEMENT, 2020 The purpose of this research was to find out the influence of expertise, attractiveness, trustworthiness and match up congruence whose BTS as Tokopedia’s Endorser towards brand image and purchase intention. The data in this study were use primary data, obtained by distributing 293 questionnaires to customers knows that BTS as Tokopedia’s Endorser. Data
openaire +1 more source
Celebrity endorsers' performance on the “ground” and on the “floor” [PDF]
Marketing Letters, 2012 This article analyzes the relationship between two types of performances, one on the ground (of a tennis court) and the other on the floor (of the stock market). The empirical application looks into the tennis player, Rafael Nadal, and his endorsing firms.
Nicolau, Juan Luis +1 more
openaire +2 more sources