Results 61 to 70 of about 213,480 (191)
Celebrity endorsers' performance on the “ground” and on the “floor” [PDF]
Marketing Letters, 2012 This article analyzes the relationship between two types of performances, one on the ground (of a tennis court) and the other on the floor (of the stock market). The empirical application looks into the tennis player, Rafael Nadal, and his endorsing firms.
Nicolau, Juan Luis +1 more
openaire +2 more sources
, 2020 As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers.
Eugene Cheng‐Xi Aw +1 more
semanticscholar +1 more source
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
doaj
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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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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, 2017 The purpose of this study was to explore the underlying mechanisms through which the use of social media affects endorser effectiveness. Based on theories related to parasocial relationships, self-disclosure, and celebrity endorsement, this study ...
Siyoung Chung, Hichang Cho
semanticscholar +1 more source
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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International Journal of Advertising, 2015 This research introduces attitude towards the endorsement as a mediating variable in the relationships between celebrity source and endorsement factors and brand attitude. It also includes perceived celebrity motive, a variable rarely studied in the previous literature, as an endorsement factor.
Bergkvist, Lars +2 more
openaire +3 more sources
Gender Influence on the Perception of Celebrity Endorsement
Studia Universitatis Vasile Goldis Arad, Seria Stiinte Economice, 2020 Celebrity endorsement is a common instrument in marketing. Celebrities are also present in commercials, and this phenomenon is nowadays a trend. This kind of publicity has a high potential since customers are pulled into the VIPs. They are overpowered by
Lazăr Laura
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