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Advanced Search Results For "ADVERTISING endorsements"

1 - 10 of 10,406 results for
 "ADVERTISING endorsements"
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Influencer Celebrification: How Social Media Influencers Acquire Celebrity Capital.

Publication Type: Academic Journal

Source(s): Journal of Advertising. Oct-Dec2021, Vol. 50 Issue 5, p528-547. 20p. 3 Diagrams, 2 Charts.

Abstract: The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the fi...

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Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study.

Publication Type: Academic Journal

Source(s): Psychology & Marketing. Dec2022, Vol. 39 Issue 12, p2384-2400. 17p. 1 Color Photograph, 1 Diagram, 6 Charts.

Abstract: The study tested a celebrity endorsement model to investigate the direct and indirect influences of celebrity attachment on brand loyalty across two culturally distinct countries: The United Kingdom and Turkiye. The survey was completed by 626 responde...

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Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments.

Publication Type: Academic Journal

Source(s): Journal of Business Research. Nov2022, Vol. 150, p553-566. 14p.

Abstract: • Examines the effectiveness of different types of celebrity endorsement. • Combines eye-tracking techniques with self-report method. • A source celebrity is more effective in eliciting tourist responses. • Examines a serial mediation model underlying ...

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The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective.

Publication Type: Academic Journal

Source(s): Journal of Promotion Management. Nov2022, Vol. 28 Issue 8, p1257-1279. 23p. 1 Diagram, 4 Charts.

Abstract: The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill th...

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The Analysis of the Moderating Role of Brand Type in the Association of Endorser Credibility With Endorser Congruence and Consumer Based-Brand Equity.

Publication Type: Academic Journal

Source(s): Iranian Journal of Management Studies. Oct2022, Vol. 15 Issue 4, p793-814. 22p.

Abstract: One of the important strategies to build powerful consumer-based brand equity (CBBE) for products is to connect them to celebrities. The use of this key marketing strategy is growing around the world. The present study aimed to explore the effects of e...

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An integrated model of congruence and credibility in celebrity endorsement.

Publication Type: Academic Journal

Source(s): International Journal of Advertising. Oct2022, Vol. 41 Issue 7, p1358-1381. 24p. 2 Diagrams, 4 Charts.

Abstract: Based on psychological theories of associative learning and self-concept, this study proposes an integrated conceptual framework of dual-path relationships between two types of congruence (product-celebrity congruence vs. self-celebrity congruence) and...

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Engaging allies for better or worse: investigating the relationship between multiple-brand alliances and persuasion knowledge.

Publication Type: Academic Journal

Source(s): International Journal of Advertising. Oct2022, Vol. 41 Issue 7, p1282-1313. 32p. 5 Color Photographs, 3 Diagrams, 7 Charts, 1 Graph.

Abstract: Existing attempts to explicate the impact of multiple-brand alliances on consumers' perceptions have delivered contradictory insights: brand alliance researchers consider such impact as positive, while celebrity endorsement researchers conceptualize it...

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Evaluating the Advertising Effectiveness Of Noncelebrity Endorsers: Advantages of Customer vs. Employee Endorsers And Mediating Factors of Their Impact.

Publication Type: Academic Journal

Source(s): Journal of Advertising Research. Sep2021, Vol. 61 Issue 3, p318-333. 16p.

Abstract: Research on advertising endorsements offers only limited knowledge about noncelebrity endorsements. Different types of noncelebrity endorsers (i.e., customer versus employee), however, could have distinct influences on advertising effectiveness, which ...

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TV Advertisements: Assessing the Moderating Effect of Children's Pester Power on Parents Purchase Decision.

Publication Type: Academic Journal

Source(s): Journal of Promotion Management. Jul2022, Vol. 28 Issue 5, p625-649. 25p. 7 Charts.

Abstract: This research study aims to examine the influence of TV advertisements on children to pester and the moderating role of pestering power for parents buying decisions and TV ads. Data is collected from 487 respondents of 6 to 15 year's age group children...

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The effect of advertising strategies on a short video platform: evidence from TikTok.

Publication Type: Academic Journal

Source(s): Industrial Management & Data Systems. 2022, Vol. 122 Issue 8, p1956-1974. 19p.

Abstract: Purpose: There are two major strategies for short video advertising which are KOL (key opinion leader) endorsement and in-feed advertising. The authors aim to research the effectiveness of these two strategies for heterogeneous sellers. Design/methodol...

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