Results 141 to 150 of about 213,480 (191)
Some of the next articles are maybe not open access.
Information Technology and People, 2022
PurposeAlthough prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited ...
Lifu Li +3 more
semanticscholar +1 more source
PurposeAlthough prior studies have studied the relationship between online consumers' attitudes and buying behaviour, the research focussing on online consumers' impulse buying behaviours and exploring the role of celebrity endorsement is limited ...
Lifu Li +3 more
semanticscholar +1 more source
Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand
Journal of Brand Strategy, 2014Celebrity endorsements are a popular business-to-consumer promotion strategy in the UK as well as internationally. This is with good reason: they provide a very emotional approach to product promotion. The rational explanation for the increasing use of the famous in marketing campaigns is simple.
Hollensen, Svend +1 more
openaire +2 more sources
Service Industries Journal, 2023
This study explores the impact of micro-celebrity endorsements on brand attachment using the emotional connections of followers to the self-disclosure micro-celebrities on Instagram as mediator variables.
Tser-yieth Chen +2 more
semanticscholar +1 more source
This study explores the impact of micro-celebrity endorsements on brand attachment using the emotional connections of followers to the self-disclosure micro-celebrities on Instagram as mediator variables.
Tser-yieth Chen +2 more
semanticscholar +1 more source
Journal of Promotion Management, 2005
Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
openaire +2 more sources
Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
openaire +2 more sources
Celebrity endorsement in marketing from1960 to 2021: a bibliometric review and future agenda
Asia Pacific Journal of Marketing and Logistics, 2022PurposeThis study deployed a bibliometric analysis of 604 academic articles on celebrity endorsement collected from the Scopus database from January 1960 to August 2021 (the first published article dated back to 1976).
Shaoshan Wang, M. Liu
semanticscholar +1 more source
Celebrity Political Endorsement
Journal of Political Marketing, 2008Stephan Henneberg
exaly +2 more sources
2014
This article outlines key theory related to celebrity endorsement. In doing so, we consider the benefits and challenges involved in deploying the symbolic capital associated with celebrity onto other brands. We consider psychological, economic, and cultural logics which inform key celebrity endorsement perspectives within the literature and suggest a ...
Kerrigan, Finola +2 more
openaire +4 more sources
This article outlines key theory related to celebrity endorsement. In doing so, we consider the benefits and challenges involved in deploying the symbolic capital associated with celebrity onto other brands. We consider psychological, economic, and cultural logics which inform key celebrity endorsement perspectives within the literature and suggest a ...
Kerrigan, Finola +2 more
openaire +4 more sources
Multiple Celebrity Endorsement
2016The use of multiple celebrity endorsers, to advertise a single brand, is becoming increasingly common. While the idea of using multiple endorsers is not entirely new, research on the topic is scant. This research contributes to the celebrity endorsement literature by introducing a previously unexplored dimension of source congruence: portfolio-brand ...
Yu, Sik Chuen (Max), Pappu, Ravi
openaire +3 more sources
International Journal of Advertising, 2021
Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are ...
Shiyun Tian, W. Tao, Cheng Hong, W. Tsai
semanticscholar +1 more source
Building upon the theory of meaning transfer, this study examines how non-evaluative associations, negative (e.g. crazy) and positive (e.g. brave), are transferred from celebrities to brands to influence brand attitudes, when celebrities and brands are ...
Shiyun Tian, W. Tao, Cheng Hong, W. Tsai
semanticscholar +1 more source
How Celebrity Endorsement Affects Travel Intention: Evidence From Tourism Live Streaming
Journal of Hospitality & Tourism ResearchCelebrity endorsements via live streaming continue to draw attention in the tourism industry. This research examines the effects of such endorsements on tourism live streaming.
Lin Zhang +4 more
semanticscholar +1 more source