Thematische Bibliographien / Celebrity endorsements

Inhaltsverzeichnis

  1. Zeitschriftenartikel
  2. Dissertationen
  3. Bücher
  4. Buchteile
  5. Konferenzberichte
  6. Berichte der Organisationen

Auswahl der wissenschaftlichen Literatur zum Thema „Celebrity endorsements“

Autor: Grafiati
Veröffentlicht am 4. Juni 2021
Zuletzt aktualisiert am 15. Februar 2022

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Zeitschriftenartikel zum Thema "Celebrity endorsements"

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Cocker, Hayley, Rebecca Mardon und Kate L. Daunt. „Social media influencers and transgressive celebrity endorsement in consumption community contexts“. European Journal of Marketing 55, Nr. 7 (08.03.2021): 1841–72. http://dx.doi.org/10.1108/ejm-07-2019-0567.

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Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement. Design/methodology/approach The research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that examined community members’ response to celebrity endorsements by 12 SMIs within the community. Findings This study identifies five recurring celebrity endorsement transgressions, each violating an established moral responsibility within the community. The paper explores how community members attribute responsibility for transgressive endorsements and identifies consequences for both the SMI and the endorsed brand. Research limitations/implications This study focused on a single consumption community, developing a deep understanding of the distinct moral responsibilities that shape the reception of celebrity endorsements within this context. Practical implications The paper presents managerial recommendations that will aid both SMIs and brands in implementing celebrity endorsements that avoid communal perceptions of transgression. Originality/value The analysis extends prior study on celebrity endorsement by SMIs by explaining when and why SMI endorsements are likely to be perceived as transgressive by the community and providing new insights into community member responses to transgressive SMI endorsements. It also extends wider theories of celebrity endorsement by highlighting the influence of consumption community contexts upon endorsement reception and examining consumer responses to celebrity endorsements perceived as transgressive in and of themselves.
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Agrawal, Jagdish, und Wagner A. Kamakura. „The Economic Worth of Celebrity Endorsers: An Event Study Analysis“. Journal of Marketing 59, Nr. 3 (Juli 1995): 56–62. http://dx.doi.org/10.1177/002224299505900305.

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Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers’ brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers’ attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcement of a celebrity endorsement contract, usually widely publicized in the business press, is used as information by market analysts to evaluate the potential profitability of endorsement expenditures, thereby affecting the firm's expected return. Announcements of 110 celebrity endorsement contracts were analyzed. Results indicate that, on average, the impact of these announcements on stock returns is positive and suggest that celebrity endorsement contracts are generally viewed as a worthwhile investment in advertising.
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Jaikumar, Saravana, und Arvind Sahay. „Celebrity endorsements and branding strategies: event study from India“. Journal of Product & Brand Management 24, Nr. 6 (21.09.2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.

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Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the level of congruence (assessed using brand personality scales) on abnormal returns is also examined. Findings – Event study results indicate significant positive abnormal returns for corporate brands and insignificant returns to house-of-brands. Moreover, the level of congruence is found to have an insignificant effect on endorsement announcement returns. Overall, celebrity endorsements result in positive economic value to Indian firms. Originality/value – This study evaluates the differences in the effectiveness of celebrity endorsements (which might form a significant part of advertising costs) to firms following different branding strategies. Findings from this study indicate that celebrity endorsement announcements from house-of-brands do not lead to any significant stock market returns (in terms of market value). Further, contrary to current literature, the results indicate that the congruence between brand and celebrity has no impact on returns to endorsements in India, warranting further examination of whether congruence or likeability is important in endorsements.
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Costanzo, Paul J., und Janelle E. Goodnight. „Celebrity Endorsements“. Journal of Promotion Management 11, Nr. 4 (28.04.2005): 49–62. http://dx.doi.org/10.1300/j057v11n04_05.

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Mitka, Mike. „Celebrity Endorsements“. JAMA 299, Nr. 6 (13.02.2008): 625. http://dx.doi.org/10.1001/jama.299.6.625-a.

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Dhotre, Meenal. „Celebrity Endorsements“. Vikalpa: The Journal for Decision Makers 34, Nr. 4 (Oktober 2009): 161–66. http://dx.doi.org/10.1177/0256090920090411.

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Kurniawati, Maria Eka. „Consumers’ Perception on Multiple Product Endorsements by Celebrity in Instagram Study Case“. Communicare : Journal of Communication Studies 5, Nr. 2 (16.01.2019): 47. http://dx.doi.org/10.37535/101005220184.

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Internet had made important changes in economic and social life. It provides interaction and a lot of information that create connection for marketers to reach out and touch their customers especially through Social Media. For present, Instagram is the most popular social media sites in Indonesia. Instagram provide an opportunity for one of the marketing strategies by using celebrity endorser to share their visual contents. Unique post and related content can engage consumers in a personal way and affect people on an emotional level. Celebrity Endorsement according to McCracken (1989) is a transfer process of value perception of the endorser to the product and then from product to consumer. The promotion in Instagram happens in simple manner when the celebrities share post in their Instagram feed. Previous study by Tripp (1994) found that multiple product endorsements by celebrities negatively influence consumer perceptions of the endorser and the product. However, in present day, many endorsement activities come from one celebrity endorser with different kind of products posted every day. Multiple product endorsements is imminent and unavoidable otherwise company may need to compensate the celebrity with a huge amount of endorser fee to make one celebrity exclusive only for their product, yet the impact for exclusive endorser has not been proven. This study focuses on Multiple Product Endorsements by Celebrities that happen in Instagram, researcher choose Nikita Willy, Joanna Alexandra and Karin Novilda as the celebrity endorsers. Qualitative approach has been used to explore and generate understanding on consumers’ perspective toward multiple product endorsements by celebrity. Literature review revealed there were lack of study on multiple product endorsements in Instagram. Hence, interviews were done among 10 respondents of active Instagram user during May 2018 to June 2018. It was found most of respondents favor multiple product endorsements as long as the products endorsed match with the endorser image, the type of contents shared by the endorser has impact on the product endorsed and multiple product endorsements by celebrities can benefit other products promote by the endorser. In general, it can be concluded that multiple product endorsements in Instagram is acceptable and may become part of the marketing communication strategy. Keywords: multiple product endorsement, celebrity endorsement
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Aljasir, Shuaa. „Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users“. Journal of Creative Communications 14, Nr. 1 (10.02.2019): 15–30. http://dx.doi.org/10.1177/0973258618822608.

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This study aims to investigate the extent to which classic celebrity endorsement theories are applicable when such endorsements are performed on interactive social media platforms. It utilizes phenomenological semi-structured interviews with 73 participants. The data analysis shows several perceived characteristics of convincing celebrity endorsements on social media from the Saudi users’ viewpoints. Trustworthiness is perceived when an endorsement discloses that it is a paid advertisement or uses indirect ways to endorse the product. When it comes to high-tech products, it is not necessary for the celebrity to be an expert in the field of the product they are endorsing, but when endorsing accessories, these celebrities should be attractive, should test the product before advertising it and should endorse a reasonable number of products. Endorsements are most acceptable from either likeable celebrities or from normal people with a reasonable number of social media followers. The results show that while some elements of classic theories of celebrity endorsements are applicable on social media platforms, others should be modified to align with new media users. A celebrity endorsement model is proposed based on the current findings.
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Gauns, Karuna Krishna, Subhash Kizhakanveatil Bhaskaran Pillai, Kaustubh Kamat, Ruey Feng Chen und Ling-Chen Chang. „Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa“. IIM Kozhikode Society & Management Review 7, Nr. 1 (21.12.2017): 45–58. http://dx.doi.org/10.1177/2277975217733897.

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Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.
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Jain, Varsha, und Subhadip Roy. „Understanding meaning transfer in celebrity endorsements: a qualitative exploration“. Qualitative Market Research: An International Journal 19, Nr. 3 (13.06.2016): 266–86. http://dx.doi.org/10.1108/qmr-03-2015-0020.

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Purpose Of the three major streams of research in celebrity endorsements, the “Meaning Transfer Model (MTM)” has received the least attention from researchers. In the present study, the authors aim to investigate the basic components of the “Meaning Transfer Model” proposed by McCracken (1986, 1989) and outcome of the flow of meaning through celebrity endorsements. Design/methodology/approach The authors used an interpretive approach to address four broad research questions framed after a comprehensive literature review. Eight focus group discussions (FGD) (along with embedded word association techniques) were conducted among audience from heterogeneous demographic backgrounds from India. Content and thematic analysis were carried out on the FGD transcripts and the word association test results to generate findings. Findings The findings indicate seven themes of celebrity meaning, namely, personality, credibility, physical appearance, feelings, performance, values and cogent power. Most meanings were found to be transferred to a brand via the endorsement. The possibility of reverse meaning transfer and the change of celebrity meanings overtime were also observed. Research limitations/implications The major contribution of the present study is the development of a measurable and applicable model of meaning transfer in celebrity endorsements, along with a set of testable propositions. Practical implications The findings provide a guiding framework for practitioners who would like to use a celebrity endorsement strategy. Originality/value This is one of the first attempts to develop a comprehensive model of meaning transfer in celebrity endorsements that includes sub-constructs of “meaning” and the moderators in the process.
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Dissertationen zum Thema "Celebrity endorsements"

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Schroath, Kristen. „#Parasocial Interaction: Celebrity Endorsements“. Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1480336010417442.

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Aspa, Jukka Kimmo Antero. „Celebrity endorsement in marketing communications“. Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-10838.

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This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.
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Gurel, Atay Eda 1980. „Celebrity endorsements and advertising effectiveness: The importance of value congruence“. Thesis, University of Oregon, 2011. http://hdl.handle.net/1794/11566.

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xvi, 152 p. : col. ill.
Millions of dollars are spent on celebrity contracts each year by assuming that the benefits of using celebrities will exceed the costs. Accordingly, many researchers have studied the impact of celebrity endorsements on advertising effectiveness. One of the theories used frequently by these researchers is the match-up hypothesis. This theory suggests that there should be a good fit between the celebrity and the product; however, it is not clear what constitutes a good fit. Some researchers suggested that attractive celebrities will be more effective if they are used to promote attractiveness-related products. Other researchers claimed that when there is congruence between the product type and the celebrity profession, advertising effectiveness will be enhanced; however, these existing dimensions of the match-up hypothesis fall short of explaining some popular celebrity endorsement campaigns (e.g., Sharpie Pens and David Beckham). The current research contributes to the study of celebrity endorsements by adding another dimension, values, to the match-up hypothesis. Specifically, the congruence between celebrity values (as perceived by consumers) and values represented by products was considered as an alternative to the attractiveness and expertise dimensions. In a series of six experiments, support for the positive impact of celebrity-product value congruence on advertising effectiveness was found. College students exposed to the high value congruence ad spent less time in examining the ad, suggesting that participants were easily and quickly able to match up the celebrities and products. Moreover, participants who were exposed to the high value congruence ad had significantly more favorable attitudes toward ad and brand, had higher intentions to buy the product, and were more likely to recommend the product to other people than were participants who were exposed to the low value congruence ad. The results also suggested that value congruence with unfamiliar celebrities was more effective than value congruence with familiar celebrities for generating more favorable attitudes toward ad and brand and higher behavioral intentions, due probably to the minimized effect of pre-established thoughts or feelings about unfamiliar celebrities. Together these results suggest that the congruence between celebrity and product values plays an important role in advertising effectiveness.
Committee in charge: Lynn R. Kahle, Chairperson; Joan Giese, Member; David Boush, Member; Deborah Morrison, Outside Member
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Liu, Ziyu. „Celebrity endorsements of branded apparel and its role in printed advertising“. Thesis, Nelson Mandela Metropolitan University, 2009. http://hdl.handle.net/10948/1178.

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Purchasing is an important concept in the life of students. The decision whether to purchase branded apparel is hence a very important one. The 21st century student is less loyal and more demanding when choosing branded apparel. Marketers should understand how students evaluate celebrity endorsers when they appear in printed advertising and respond accordingly. The objective of the research is to find out how celebrity endorsed print advertisements affect Nelson Mandela Metropolitan University (NMMU) students’ purchase behaviour. The results of this study could assist marketers in improving the quality of their advertising and to more accurately meet the needs of this dynamic student market. A literature review was conducted to provide an understanding of the consumer purchasing behaviour and the role celebrity endorser played in printed advertisements. The empirical study was designed to assess the impact of the use of celebrity endorsements of printed advertisements targeted at NMMU students. The empirical findings showed that both male and female students indicated that the use of celebrity endorsers get their attention and created interest, and make advertisements more memorable. Males were more influenced than ii females. Moreover, both groups indicated that for a desired or familiar product, celebrity endorsers did not easily change their purchase decisions. It was also found that the use of pictures, colours and wording featured in the advertisements are important to students. The study proposes that marketers should continue to focus on effective marketing communications and establish whether a celebrity should be used. The correct selection of a celebrity endorser can help to create greater consumer persuasion.
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Höglund, David, und Kristian André. „Celebrity Endorsements : En kartläggning av ambassadörens karaktärsdrag vid kongruenta respektive inkongruenta marknadsföringskampanjer“. Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-230358.

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Bakgrund – Att använda sig av celebriteter i marknadsförningssyfte har på den senaste tiden blivit en allt vanligare företeelse bland företagen i dagens samhälle. Detta fenomen har fått namnet celebrity endorsements och förekommer frekvent över hela världen. Många företag använder sig av denna marknadsföringsstrategi då den har visats bryta igenom dagens mediebrus och fånga konsumenternas uppmärksamhet. Fenomenets ökade popularitet har lett till en mängd forskning på området, samt ett generellt intresse för celebritetens effektivitet. Trots flera framsteg finns det fortfarande mycket kvar att undersöka inom området. Syfte – Syftet med studien är att erhålla kunskap om vilka karaktärsdrag hos ambassadören en konsument värdesätter i en kongruent respektive i en inkongruent marknadsföringskampanj. Metod - Den teoretiska referensramen testades via internetbaserade enkäter med hjälp av vänner och bekanta. Samtliga respondenter talade svenska och majoriteten var mellan 19 och 35 år gamla. Enkäterna bygger på teorier och modeller som utvecklats av tidigare forskare inom området. Efter att ha samlat in all data användes statistikprogrammet SPSS för att analysera enkäternas svar med hjälp av korrelations- och regressionsanalyser. Slutsats - Resultatet av studien visar likt tidigare undersökningar att faktorn expertis har en inverkan på konsumenternas attityd när ambassadören anses vara kongruent med den produkt hen marknadsför. Utöver detta fann studien att faktorn likhet påverkade konsumenten när ambassadören ansågs inkongruent med produkten.
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Tunsarawiput, Onvadee. „Golfer celebrity endorsements on consumers' attitude toward the advertisement and the brand“. CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2877.

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Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.
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Manta, Alexander. „The Celebrity Athlete: A Powerful Endorsement Tool in the Mass Media“. Thesis, Boston College, 2013. http://hdl.handle.net/2345/3060.

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Thesis advisor: Michael Keith
Athletes have become major celebrities within the mass media in modern society. They appear in a wide variety of mediums and advertising campaigns that may or may not be directly related to sports. Their level of fame and popularity has landed many star athletes with multi-million dollar endorsement contracts with companies who want to associate with the athlete’s image and brand. This work attempts to further understand and analyze the role of celebrity athlete endorsers, how companies select and market their athlete spokespeople, and how audiences consume and react to these endorsements. A look at the history of celebrity athlete endorsements provides a basic understanding of how athletes became involved in advertising. This is followed by a close examination of one of the biggest athlete brands of all time: Michael Jordan. Next, certain factors and attributes are discussed that companies look for in an athlete in terms of the importance and affect that they have. This leads to a theories section that applies different lenses to the interactions between celebrity athletes and consumers in an attempt to better understand the relationship. Through these theories, it becomes clear that companies must make strategic decisions in choosing the athlete, the message, and how to connect with their target audience in a way that communicates trust and credibility. Creating a relationship between the celebrity athlete, the product, and the consumer is vital for long-term endorsement success
Thesis (BA) — Boston College, 2013
Submitted to: Boston College. College of Arts and Sciences
Discipline: College Honors Program
Discipline: Communication
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Marshall, Christopher Allen. „Navigating by the Stars: The Cueing Effects of Celebrity Political Endorsements on Twitter“. The Ohio State University, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=osu1339684523.

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Dalbey, Spencer B. „Celebrity Endorsements and Voting Intentions| The Role of Liking and Preference for Consistency“. Thesis, California State University, Long Beach, 2017. http://pqdtopen.proquest.com/#viewpdf?dispub=10262805.

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The study was conducted to examine how, and under what conditions, celebrity endorsements are effective in influencing the voting behavior of 18 to 24-year-old individuals. An online survey was provided to the 188 participants. In the survey, participants looked at a Facebook page of a politician created for this study that included a celebrity’s endorsement for the politician. Following exposure to the Facebook page, participants answered questions regarding their liking for the candidate and endorser, their preference for consistency, voting behaviors, and political self-efficacy. Results from this project indicated that individuals who reported a higher preference for consistency were more likely to report positive affect toward the endorsed political candidate if they also liked the endorser. Results are further discussed as they relate to our understanding of celebrity endorsements in the realm of politics.

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Lee, Jung-Gyo. „The match-up effect of celebrity-product congruence : do the degree of incongruence and consumer characteristics matter? /“. free to MU campus, to others for purchase, 2003. http://wwwlib.umi.com/cr/mo/fullcit?p3100059.

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Bücher zum Thema "Celebrity endorsements"

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Roy, Subhadip. Celebrity endorsements and brand personality. Bangalore: [Supply Chain Management Centre], Indian Institute of Management, 2009.

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O'Mahony, Sheila. The impact of celebrity endorsements on consumers. Dublin: University College Dublin, 1996.

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Abhishek. Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context. Ahmedabad: Indian Institute of Management, 2013.

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Burrows, Elizabeth. A critical analysis of celebrity culture, media, impact, endorsement and exploration. Wolverhampton: University of Wolverhampton, 2004.

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Lahusen, Christian. The rhetoric of moral protest: Publiccampaigns, celebrity endorsement, and political mobilization. Berlin: W. de Gruyter, 1996.

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Wheatley, Katherine. A contemporary investigation into the effects of current celebrity endorsement on consumers. Oxford: Oxford Brookes University, 2004.

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Lahusen, Christian. The rhetoric of moral protest: Public campaigns, celebrity endorsement, and political mobilization. Berlin: W. de Gruyter, 1996.

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Halliday, Richard. How should companies recover / manage their reputation when celebrity endorsement does not go to plan?. Oxford: Oxford Brookes University, 2003.

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Celebrity Sell: Star endorsements in the classic age of advertising. London: Prion, 2001.

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Lahusen, Christian. Rhetoric of Moral Protest: Public Campaigns, Celebrity Endorsement and Political Mobilization. De Gruyter, Inc., 1996.

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Buchteile zum Thema "Celebrity endorsements"

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Barron, Emma. „Puccini, Botticelli and Celebrity Endorsements: The Art of Magazine Advertising“. In Popular High Culture in Italian Media, 1950–1970, 177–213. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-90963-9_6.

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Roy, Subhadip, und Varsha Jain. „The Meaning Transfer Process in Celebrity Endorsements: A Quantitative Exploration“. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era, 539–44. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-11815-4_164.

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Davies, Fiona, und Stephanie Slater. „Exploring the Power of Sporting Celebrity Endorsements: A Comparison of Contrasting Sports“. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World, 317. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-50008-9_83.

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Yu, Sik Chuen, und Ravi Pappu. „Multiple Celebrity Endorsement“. In Making a Difference Through Marketing, 157–66. Singapore: Springer Singapore, 2016. http://dx.doi.org/10.1007/978-981-10-0464-3_12.

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Lee, Wei-Na, und Nam-Hyun Um. „Celebrity Endorsement and International Advertising“. In The Handbook of International Advertising Research, 353–74. Hoboken, NJ: John Wiley & Sons Inc, 2014. http://dx.doi.org/10.1002/9781118378465.ch18.

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Wang, Stephen W., Angeline Close und Waros Ngamsiriudom. „Celebrity Endorsement in the Airline Sector“. In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 685–89. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_139.

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Davies, Fiona, und Stephanie Slater. „Sport Celebrity Endorsement and the British Consumer“. In Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…, 191. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-10912-1_63.

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Lauper, Patricia. „Zum Verständnis von Testimonial & Celebrity Endorsement“. In Zur Wirksamkeit von Testimonial Endorsed Cause-Related Marketing, 56–87. Wiesbaden: Gabler, 2011. http://dx.doi.org/10.1007/978-3-8349-6721-3_3.

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Ozretic-Dosen, Durdana, Vatroslav Skare und Zoran Krupka. „Celebrity Endorsement in Brand Management in Croatia“. In The Changing Nature of Doing Business in Transition Economies, 214–24. London: Palgrave Macmillan UK, 2011. http://dx.doi.org/10.1057/9780230337015_11.

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Agnihotri, Arpita, und Saurabh Bhattacharya. „Celebrity Endorsement and Market Valuation: Evidence from India“. In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?, 709–13. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_145.

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Konferenzberichte zum Thema "Celebrity endorsements"

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Yim, Mark Yi-Cheon, Sun-Young Park, Sangwon Lee und Paul L. Sauer. „ARE CELEBRITY ENDORSEMENTS NECESSARY IN CAMPAIGNS FOR LUXURY BRANDS?“ In Bridging Asia and the World: Global Platform for Interface between Marketing and Management. Global Alliance of Marketing & Management Associations, 2016. http://dx.doi.org/10.15444/gmc2016.05.04.05.

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Yuxin, Li. „Negative News of Celebrities and Value Change in Companies with Celebrity Endorsements“. In Proceedings of the 2019 3rd International Seminar on Education, Management and Social Sciences (ISEMSS 2019). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/isemss-19.2019.68.

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Smit, Willem. „ARE 声誉, 名声, 명성, AND FAME EVERYWHERE THE SAME? TWO STUDIES ON INTERNATIONAL TRANSFERABLITY OF CELEBRITY ENDORSEMENTS“. In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.04.09.04.

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Almaida, A., I. Nurqamar, R. Setiawan und Yulianingsi Yulianingsi. „Celebrity Endorsement, Brand Equity, and Consumer Purchasing Decisions“. In Proceedings of the 1st International Conference on Economics, Management, Accounting and Business, ICEMAB 2018, 8-9 October 2018, Medan, North Sumatra, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.8-10-2018.2288663.

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Hai-xia, Lv, Yu Guang und Tian Xian-yun. „A matching recommendation algorithm for celebrity endorsement on social network“. In 2013 International Conference on Management Science and Engineering (ICMSE). IEEE, 2013. http://dx.doi.org/10.1109/icmse.2013.6586264.

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Ernawadi, Yadi, Elis Dwiana Ratnamurni und Nuke Paramitha. „The Critical Roles of Celebrity Endorsement in Telecommunication Device Industries“. In Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icebef-18.2019.92.

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Laila, Ratu, und Bertina Sjabadhyni. „The Influence of Celebrity Endorsement Types and Congruency Celebrity with the Body Care Products on Instagram Users' Intention to Purchase“. In Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/uipsur-17.2018.28.

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Breberina, Jovica. „CELEBRITY ENDORSEMENT IN TIMES OF SCANDAL: THE TIES BETWEEN ENDORSER, PRODUCT AND CONSUMER“. In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.03.07.03.

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Ricky, Alfanda, und Dwi Suhartanti Pratiwi. „Effects Of Celebrity Endorsement On Customer Trust And Loyalty: Case Study On Pilgrims In Aceh“. In 2nd International Conference on Accounting, Management, and Economics 2017 (ICAME 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icame-17.2017.22.

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Qiao, Yanbo. „A Study on the effects of celebrity athletesr endorsement towards Consumers' Attitude in the lWe mediar area“. In 2nd International Conference on Education Technology and Economic Management (ICETEM 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icetem-17.2017.24.

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Berichte der Organisationen zum Thema "Celebrity endorsements"

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Ellison, Brianna T., Bobbi C. Padgett und Deborah Clay Fowler. Social Media Celebrity Endorsements Effect on Generation Z's Purchase Intentions. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-1908.

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Garthwaite, Craig. You Get a Book! Demand Spillovers, Combative Advertising, and Celebrity Endorsements. Cambridge, MA: National Bureau of Economic Research, März 2012. http://dx.doi.org/10.3386/w17915.

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Tong, Xiao, Jin Su und Zhen Hu. Country-of-origin Effects in Celebrity Endorsements in the China's Sportswear Market. Ames: Iowa State University, Digital Repository, 2017. http://dx.doi.org/10.31274/itaa_proceedings-180814-394.

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