Results 271 to 280 of about 3,837 (294)

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

Fifty years of celebrity endorser research: Support for a comprehensive celebrity endorsement strategy framework

Psychology and Marketing, 2020
Christian Schimmelpfennig, James B Hunt
exaly  

An integrative approach to examining the celebrity endorsement process in shaping affective destination image: A K-pop culture perspectives

Tourism Management Perspectives, 2023
Sojung Lee, Eunha Jeong
exaly  

An integrated model of congruence and credibility in celebrity endorsement

International Journal of Advertising, 2022
Jung-Sook Lee, Hua Chang
exaly  

Celebrity Endorsements

JAMA, 2008
openaire   +1 more source

Effectiveness of Celebrity Endorsers

Journal of Advertising Research, 1983
Charles Atkin, Martin Block
openaire   +1 more source

Effects of parasocial interaction, brand credibility and product involvement on celebrity endorsement on microblog

Asia Pacific Journal of Marketing and Logistics, 2021
Wanqi Gong
exaly  

Celebrity endorsements in India

2017
This research paper is based on the concept of celebrity endorsements in India and how it affects attitude towards the ad/brand/product and purchase decisions. It also explains the criteria for selection of a celebrity endorser and explains the concept from the consumer point of view.
openaire   +1 more source

Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement

Psychology and Marketing, 2017
Wanqi Gong, Xigen Li
exaly  

The effect of celebrity endorsement on destination brand love: A comparison of previous visitors and potential tourists

Journal of Destination Marketing & Management, 2020
Honggang Xu, Dogan Gursoy
exaly