Results 31 to 40 of about 213,480 (191)
Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context [PDF]
International Journal of Indian Culture and Business Management, 2013 Celebrity endorsement is a big market in India and continues to grow bigger. However, inspite of prevalent use of celebrities for endorsement, not all celebrity endorsements have been successful. The list of unsuccessful examples suggest that it will be wrong to consider celebrity endorsement as an effective response to media clutter in all situations ...
Abhishek, Sahay, Arvind
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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
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MATEC Web of Conferences, 2023 Social media influences and celebrity endorsers are the dominant marketing strategies marketers follow to promote brands and businesses. The scholars also prioritized examining the diverse issues of social media influences and celebrity endorsers.
A. Kalam, Goi Chai Lee, Tiong Ying Ying
semanticscholar +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
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Celebrity endorsement theories: Review perspective
Multidisciplinary Reviews, 2023 The goal of this study is to examine existing theories in the field of celebrity endorsement and show how these theories can be used as a foundation for future research in this area.
Varsha Reddy Bogollu Veda, S. Sathish
semanticscholar +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.
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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
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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
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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
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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
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