Results 71 to 80 of about 86,086 (198)

Unveiling the Mediating Role of Emotions and Engagement in Celebrity Endorsement and Purchase Intention

Almana: Jurnal Manajemen dan Bisnis
Research on purchase intention in the digital era shows inconsistent findings regarding the impact of celebrity endorsement, with some studies highlighting its influence while others emphasize the stronger role of psychological factors.
Nita Anggun, Anton Agus Setyawan, Edy Purwo Saputro, Kussudyarsana Kussudyarsana   +3 more
doaj  

STRATEGIC ADVERTISING COMMUNICATION IN NIGERIA'S TELECOMMUNICATION SECTOR: ASSESSING CUSTOMERS' PERCEPTION OF CELEBRITY ENDORSEMENT AND BRAND PREFERENCE [PDF]

, 2020
This study investigated customers’ perception of Celebrity Endorsement and Consumer Brand Preference in the telecommunication industry. A sample size of 384 customers of telecommunication services was determined using random sampling.
OBAKPOLOR, SHALOM ESOGHENE, Kehinde, O.J., Ibidunni, Ayodotun Stephen., Ibidunni, O. S.   +3 more
core  

Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products. [PDF]

Heliyon, 2023
Al Mamun A, Naznen F, Yang Q, Ali MH, Hashim NMHN.   +4 more
europepmc   +1 more source

Celebrity Endorsement and Consumer Purchase Intentions [PDF]

, 2017
Due to the cluttering of advertisements, it has become extremely difficult for marketers  to get the attention of consumers. Marketers across the world are now relying on celebrity  endorsements.
Anwarl, Adnan, Jalees, Dr. Tariq
core  

Peran Brand Image: Pengaruh Celebrity Endorsement, E-WOM, dan Perceived Quality terhadap Purchase Intention Skincare pada Gen-Z

Dialektika: Jurnal Ekonomi dan Ilmu Sosial
Studi ini bertujuan untuk mengeksplorasi dampak Celebrity Endorsement dari sisi Attractiveness, Trustworthiness, dan Expertise, E-WOM, dan Perceived Quality terhadap Purchase Intention produk skincare lokal di kalangan konsumen Gen Z dengan Brand Image ...
Renza Fahlevi, Helen Helen, Fitriana Aidnilla Sinambela   +2 more
doaj   +3 more sources

Branding Seoul: Multi-Celebrity Participation in Destination Branding

Tourism and Hospitality
This study examines multi-celebrity deployment as a destination branding practice, using Seoul as an empirical case. The analysis draws on 172 official tourism promotional videos released by the Seoul Tourism Organization between 2011 and 2025, featuring
Riela Provi Drianda, Nadia Ayu Rahma Lestari, Meyriana Kesuma   +2 more
doaj   +1 more source

Celebrity Endorsement, Brand Equity, and Green Cosmetics Purchase Intention Among Chinese Youth. [PDF]

Front Psychol, 2022
Lili Z, Al Mamun A, Hayat N, Salamah AA, Yang Q, Ali MH.   +5 more
europepmc   +1 more source

The Effect of Celebrity Endorsement on Gender-Based Conspicuous Consumption

Gadjah Mada International Journal of Business
This study explores the irrational aspects of consumer behavior, focusing on conspicuous consumption driven by the pursuit of status and self-expression.
CANSU TOR KADIOGLU, SEZEN BOZYIGIT
doaj   +1 more source

Impact of Celebrity Endorsement on Consumer Buying Behavior [PDF]

, 2015
Today celebrity endorsement becomes the multi-million industries in the world. Marketers endorsed celebrities with their products and brands in the advertisement to increase their sales and change the perception of the viewer’s regarding their brand ...
Seedani, Sumeet Kumar, Ahuja, Manoj Kumar, Ahmed, Rizwan Raheem, Paryani, Sagar Kumar   +3 more
core  

CELEBRITY ENDORSEMENT AND ITS EFFECT: ARABIC WORLD PERSPECTIVES.

, 2018
This research focuses on the celebrity endorsement and its impact on the customer?s buying behaviour and the celebrities? perception in the Arab countries.
Ahmed Al Habsi, Chokri Kooli, Riad Abadli   +2 more
core   +1 more source