Results 81 to 90 of about 86,086 (198)

What Do We Know About Celebrity Endorsement in Advertising? [PDF]

, 2018
An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions
Ford, John B., John B. Ford
core   +1 more source

Celebrity Endorsement: A Congruity Measure of Personalities [PDF]

, 2011
Purpose In marketing communications strategy, the use of celebrity is a common practice for major firms in supporting the brand imagery. Based on the cognitive theories of endorsement efficiency, the congruence between the personality of a brand being ...
Farhat, Reshma, Khan, Bilal Mustafa
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Celebrity endorsement (DataBlitz 2015)

, 2015
DataBlitz on Celebrity Endorsement presented by Dr Ann Mitsis, Dr Civilae Leckie and Dr Liz Branigan.
Civilae Leckie, Liz Branigan, Ann Mitsis
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Client Sensitivity about Celebrity Endorsement: A Study of FMCG Trademarks [PDF]

, 2015
Concept of this cram is based on celebrity endorsement as a tool of Clint sensitivity regarding the brand. A Primary study of 478 folks was accomplished to investigate the aspect affecting purchase intentions among FMCG consumers of Pakistan.
Anosh, Muhammad, Aziz ullah Ghouri, Naqvi Hamad   +1 more
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The Effect of Celebrity Endorser Selection on Consumer Purchase Intention

The Lahore Journal of Business
While companies often use celebrity endorsement to increase their sales, they fail to realize that the selection of the endorser greatly influences consumer purchase intention.
Marium Mateen Khan, Ayesha Mateen Khan
doaj  

Celebrity endorsement, self-brand connection and brand outcomes (DataBlitz 2015)

, 2015
DataBlitz on Celebrity Endorsement presented by Prof.
Lester Johnson
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Local Celebrity Endorsement : Can You Go Far by Staying Close?

, 2010
Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies ...
Mellgård, Linn, Ekberg, Sara, Micko, Magdalena   +2 more
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Endorsement Framing in Advertising: Enhancing Consumer Evaluation through Perceived Personalness

Journal of Indonesian Economy and Business
Introduction/Main Objectives: While prior research highlights the importance of personalness in advertising, little attention has been given to how linguistic framing alone can create this effect. Background Problems: This study addresses whether simply
Irsa Wafiatul Qisthi, Felix Septianto
doaj   +1 more source

The Impact of Celebrity Endorsement on Brand Knowledge: A Comparative Study in Mauritius

, 2018
Celebrity Endorsement, a tool used by several organisations, has today helped to attract customers so as to build a stronger image. Charisma, achievements and ethical actions are some of the traits of good endorsers.
Fatmah Bibi Amina Ismael, Adjnu Damar Ladkoo   +1 more
core   +1 more source

CELEBRITY ENDORSEMENTS AND PRODUCT PERFORMANCE: A STUDY OF NIGERIAN CONSUMER MARKETS [PDF]

Management & Marketing, 2014
The Nigerian economy has experienced increased launching of consumer products; this is occasioned by the level of competition in the country. As such consumers are exposed to large number of product-related communication messages in primetime ...
Omotayo OYENIYI
doaj