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Celebrity Endorsement in Brand Management in Croatia
2011A 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 +2 more
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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 +2 more
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Celebrity Endorsements in Hospitality
Journal of Hospitality & Tourism Cases, 2022Olivier de Chauliac, Lisa Cain
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Who endorses whom? Meanings transfer in celebrity endorsement
, 2010 PurposeCelebrity endorsement is one of the most popular forms of marketing, and this study aims to suggest that celebrity endorsement should be considered as a brand alliance, where meanings and values can transfer from either partner to the other.
Halonen-Knight, E., Hurmerinta, L.
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Forty-five years of celebrity credibility and endorsement literature: Review and learnings
Journal of Business Research, 2021Deepa Halder +2 more
exaly