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Innovative celebrity endorsement and consumer purchase [PDF]
, 2020 The research paper titled to study about the impact of consumer buying behaviour on celebrity endorsement. The objective of the study to study and examine the purchase intention of celebrity endorsement in respect to brand quality, brand usage and ...
SANKAR, DR. JEGANATHAN GOMATHI +1 more
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Jurnal Aplikasi Manajemen, 2018 The growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to
Deandra Vidyanata +2 more
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The impact of celebrity endorsement on followers’ impulse purchasing
, 2022 Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers.
Yue, Xiaofan +3 more
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The Lahore Journal of Business, 2017 Celebrity endorsement is widely used as an advertising technique. This study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, as predictors of positive word of mouth by consumers.
Farida Saleem
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Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector
Fashion and Textiles Review, 2019 Companies are continually determined to increase and maintain clients by means of developing their brand reputation and image. Mainly, this calls for better celebrity endorser strategies with targeted markets.
Mohammed Majeed +2 more
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A New Look at Celebrity Endorsements in Politics: Investigating the Impact of Scandalous Celebrity Endorsers and Politicians’ Best Responses [PDF]
Media Psychology, 2017 When a celebrity receives negative news coverage, his or her endorsements of politicians can pose negative consequences for the politicians.
von Sikorski, Christian +2 more
openaire +3 more sources
Journal of Management Small and Medium Enterprises (SME's)This paper explores the effect of country of origin on consumer purchase and repeat purchase intention. The moderating impact of celebrity endorsement will also be explored.
Shanzara Khan, Satesh Sookhai
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Multiple Brand Celebrity Endorsement: David Beckham Case Study [PDF]
, 2017 The Bachelor's Thesis on the topic of Multiple Brand Celebrity Endorsement: David Beckham Case Study focuses primarily on the issue of multiple endorsement of a number of brands by one celebrity.
Hiblerová, Adéla
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The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
BBR: Brazilian Business Review, 2015 Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers.
Leonardo Aureliano-Silva +3 more
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Journal of Contemporary Eastern Asia, 2019 This study investigates public receptivity to celebrity's climate change advocacy on YouTube through a semantic network analysis. The results of this study suggest that the YouTube video generated a number of viewers' responses. Celebrity endorsement not
Park, Sejung
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