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The Impact of Celebrity Endorsement on Followers’ Impulse Purchasing
Journal of Promotion Management, 2022Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers.
Xiaofan Yue +3 more
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Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements
Journal of International Consumer Marketing, 2018Much of the academic literature suggests that 25%–30% of all advertising in western countries uses celebrities.
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“Fitness” marketing: Celebrity or non-celebrity endorsement?
Services Marketing Quarterly, 1997ABSTRACT This paper makes a beginning in the comparison of real ads on source credibility in the context of the marketing of “fitness” related goods and services. While the results establish the greater credibility of celebrity endorsed ads vis a vis non-celebrity endorsed ads in the context of the test product, the authors nevertheless empirically ...
Rajan Nataraajan, Sudhir K. Chawla
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2014
This scientific paper discusses answers to the question of wether negative media coverage on a celebrity endorser, affects the image of a promoted brand. An evaluation of the repercussions a celebrity’s negative image has on a promoted brand, shall lead us to determine the effects on the brand in question.
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This scientific paper discusses answers to the question of wether negative media coverage on a celebrity endorser, affects the image of a promoted brand. An evaluation of the repercussions a celebrity’s negative image has on a promoted brand, shall lead us to determine the effects on the brand in question.
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Brand evaluations in sponsorship versus celebrity endorsement
International Journal of Market Research, 2022Prior research conceptually assumes that sponsorships might have a stronger impact on brand attitude than do celebrity endorsements primarily due to the more indirect and less commercial intent to persuade.
Oliver Schnittka +4 more
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, 2021
Purpose Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed
T. Legendre, Melissa A. Baker
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Purpose Climate change and global population growth are threatening the sustainability of hospitality food systems. Foodservice organizations are seeking an optimal solution for this problem. The United Nations Food and Agriculture Organization proposed
T. Legendre, Melissa A. Baker
semanticscholar +1 more source
2015
Die folgende Magisterarbeit befasst sich mit dem Thema Celebrity Endorsement in der Modeindustrie. Seit Jahrzehnten schon bedienen sich große Modeunternehmen, wie Chanel, Dior oder Versace, prominenter Werbefiguren für ihre Kleidungskollektionen. Allerdings wurde bisher die Wirkungsweise von Modewerbungen mit Prominenten nicht umfassend empirisch ...
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Die folgende Magisterarbeit befasst sich mit dem Thema Celebrity Endorsement in der Modeindustrie. Seit Jahrzehnten schon bedienen sich große Modeunternehmen, wie Chanel, Dior oder Versace, prominenter Werbefiguren für ihre Kleidungskollektionen. Allerdings wurde bisher die Wirkungsweise von Modewerbungen mit Prominenten nicht umfassend empirisch ...
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Celebrity endorsement and brand passion among air travelers: Theory and evidence
, 2020The influence of brand characteristics on a consumer passion for a brand is firmly established in the literature. However, celebrity endorsers influence to the formation of brand passion remains largely untapped.
F. Gilal +3 more
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Selection of celebrity endorsers
Marketing Intelligence & Planning, 2013PurposeThis paper aims at shedding some light on the various avenues marketers can undertake until finally an endorsement contract is signed. The focus of the study lies on verifying the generally held assumption that endorser selection is usually taken care of by creative agencies, vetting several candidates by means of subtle evaluation procedures ...
Schimmelpfennig, Christian +1 more
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Celebrity Endorsement and Congruence: An Experimental Study
The International Journal of Interdisciplinary Social Sciences: Annual Review, 2010Celebrity endorsement is a more and more used tool within the domain of psychology of marketing and advertising. Beside the fact of showing famous and, generally, beautiful people, it is not at all clear if such a marketing device works and, if so, under which conditions.
CORTINI, Michela +2 more
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