Results 161 to 170 of about 213,480 (191)

The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective

Journal of Marketing Theory and Practice, 2019
This study investigates the impact of celebrity endorsement and the moderating effect of negative publicity on consumer purchase intention or attitudes in an emerging market. Employing a quantitative research design, 500 respondents were surveyed using a
Kofi Osei-Frimpong, Georgina Donkor, N. Owusu-Frimpong   +2 more
semanticscholar   +1 more source

Celebrity Endorsement in Brand Management in Croatia

2011
A number of studies have investigated the impact of celebrity endorsers on consumer's attitudes towards brand and on their purchase intentions. Despite the existance of extensive marketing literature and a growing use of celebrity endorsement in Croatia, little is known about how Croatian consumers react to celebrities in advertisements.
Krupka, Zoran, Ozretić Došen, Đurđana, Škare, Vatroslav   +2 more
openaire   +1 more source

Impact of Celebrity Endorsement on Consumer Buying Behaviour

Trends in Finance and Economics
Celebrity endorsement has emerged as a powerful marketing strategy widely used by companies to influence consumer attitudes and purchasing decisions.
Shiney C N
semanticscholar   +1 more source

Celebrity Endorsements in Hospitality

Journal of Hospitality & Tourism Cases, 2022
Olivier de Chauliac, Lisa Cain
openaire   +1 more source

Celebrity endorsement in retailing

Celebrity endorsement is a pervasive influencer marketing technique that has seen significant growth in recent decades, capturing the attention of advertisers worldwide. Across various sectors, including sports, luxury, retail, and food, numerous brands leverage this strategy to showcase their products.
Pantin-Sohier, Gaëlle, Sohier, Alice, Sohier, Romain   +2 more
openaire   +2 more sources

Celebrity Endorsement

2022
Marit Piirman, Katrin Saks
openaire   +1 more source

Celebrity endorsements.

2022
openaire   +1 more source

Forty-five years of celebrity credibility and endorsement literature: Review and learnings

Journal of Business Research, 2021
Himadri Roy Chaudhuri, Deepa Halder, Debasis Pradhan   +2 more
exaly  

Celebrity Endorsements : Exploring the processes for finding the right celebrity endorser for your brand

2013
Celebrity endorsements are a popular B2C promotion strategy in the United Kingdom as well as internationally. For 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: endorsements are a promising means to counter limitations of ...
Schimmelpfennig, Christian, Hollensen, Svend   +1 more
openaire   +2 more sources

Celebrity endorsement in promoting pro-environmental behavior

Journal of Economic Behavior and Organization, 2022
FRANCISCO Alpizar, Thong Ho, Zihan Nie   +2 more
exaly