Results 51 to 60 of about 213,480 (191)

The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students [PDF]

SocioEconomic Challenges, 2020
The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms ...
Bolatito Amudat Brimah, Wahid Damilola Olanipekun, Gasali Alabi Olorunlambe, Safiya Salawu   +3 more
doaj   +1 more source

Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection

Journal of Asian Business Strategy, 2015
With the rapid paces of product diversification and competition intensification in most commodity markets, there have been more and more ways for sellers to introduce new products and promote existing products, and for buyers to get to know those products. Using celebrities as product endorsers has become one such important way.
Lin Fang, Yanqing Jiang
openaire   +1 more source

Celebrity Endorsement, Perceived Risk, and Purchase Intention: The Moderating Role of Brand Image

Jurnal Aplikasi Bisnis dan Manajemen
Background: The rapid advancements in technology, information, and communication have significantly impacted the global economy, including the competitive landscape of businesses.
Kamelia Vanny Danaswari, Aprihatiningrum Hidayati   +1 more
doaj   +1 more source

The Relationship between Celebrity Endorsement in Marketing Communication and Customer Purchase Intention from Northeastern Thailand’s Automobile Market [PDF]

Journal of Humanities and Social Sciences Mahasarakham University, 2020
The objectives of this research were to examine the relationship between celebrity endorsement in marketing communication and customer purchase intention from northeastern Thailand’s automobile market.
Nithiwat Phookongka, Prathanporn Jhundra-indra, Cattaleeya Charpavang   +2 more
doaj  

A scoping review of celebrity endorsement in environmental campaigns and evidence for its effectiveness

Conservation Science and Practice, 2020
The use of celebrities in marketing campaigns is widespread globally, including in environmental conservation. Celebrity endorsements are pervasive, but there is limited evidence of their effectiveness.
Alegría Olmedo, E. J. Milner‐Gulland, Daniel W. S. Challender, Laure Cugnière, Huong Thi Thu Dao, Linh Bao Nguyen, Ana Nuno, Emelyne Potier, Martin Ribadeneira, Laura Thomas‐Walters, Anita Kar Yan Wan, Yifu Wang, Diogo Veríssimo   +12 more
doaj   +1 more source

Green advertising and celebrity endorsements: Catalysts for sustainable consumer behavior among Generation Z

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

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

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

The effectiveness of celebrity endorsements: a meta-analysis [PDF]

Journal of the Academy of Marketing Science, 2016
Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit ...
Johannes Knoll, Jörg Matthes
openaire   +2 more sources

THE ROLE OF BRAND ATTITUDE AND BRAND CREDIBILITY AS A MEDIATOR OF THE CELEBRITY ENDORSEMENT STRATEGY TO GENERATE PURCHASE INTENTION

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, Sunaryo Sunaryo, Djumilah Hadiwidjojo   +2 more
doaj   +1 more source