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Journal articles on the topic 'Celebrity Match'

Author: Grafiati

Published: 2 June 2025

Last updated: 31 July 2025

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1

Felix, Nkiendem, Sundjo Fabien, and Godlove Nkemkiafu Ayankeng. "The Indispensability of Celebrity on Consumer's Purchasing Behaviour in the Brewery Industry in Cameroon." Economics and Business Quarterly Reviews 6, no. 2 (2023): 68–75. https://doi.org/10.31014/aior.1992.06.02.509.

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The modern marketing environment has introduced a new paradigm for advertising referred to as celebrity endorsements. These forms of advertising influence consumers' pre-purchase attitudes and draw attention to a product. This study consequently sought to assess the effect of celebrity endorsement on customers’ buying behaviour in the soft drink industry. Specifically the study purport to investigate the effect of (a) celebrity match (b) celebrity attractiveness (c) celebrity credibility and (d) celebrity previous endorsement on consumer buying behaviour. To accomplish these objectiv

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Ha, Nguyen Minh, and Nguyen Hung Lam. "The Effects of Celebrity Endorsement on Customer’s Attitude toward Brand and Purchase Intention." International Journal of Economics and Finance 9, no. 1 (2016): 64. http://dx.doi.org/10.5539/ijef.v9n1p64.

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Celebrity endorsement has become a popular choice in advertising due to the its originality and the celebrity’s attractiveness that make a big impact on brand awareness and customer behavior. This study analyzes the effect of celebrity endorsement on customer’s attitude toward brand as well as the effect of customer’s attitude toward brand on customer’s purchase intention in Vietnam. A survey was conducted with 306 individuals in Vietnam. After conducting the explanatory factor analysis (EFA), and multi-variable regression analysis, results indicate that customer’s attitude toward brand is pos

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Hussain, Danish, Arham Adnan, and Maaz Hasan Khan. "Relative effectiveness of celebrity and product match-up for two high consumer involvement situations." Asia-Pacific Journal of Business Administration 13, no. 2 (2021): 159–88. http://dx.doi.org/10.1108/apjba-11-2019-0230.

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PurposeThe study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.Design/methodology/approachBuilding on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and

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Colwell, B. "Science-philosophy celebrity death match." Computer 35, no. 12 (2002): 13–15. http://dx.doi.org/10.1109/mc.2002.1106170.

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Mateen Khan, Marium, and Ayesha Mateen Khan. "The Effect of Celebrity Endorser Selection on Consumer Purchase Intention." Lahore Journal of Business 12, no. 1 (2024): 91–112. https://doi.org/10.35536/ljb.2024.v12.i1.a4.

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While companies often use celebrity endorsement to increase their sales, they fail to realize that the selection of the endorser greatly influences consumer purchase intention. Consequently, they may end up using an endorser based solely on their popularity, with a poor match between the product/brand and the endorser. This study explores the factors of celebrity endorsement that significantly influence purchase intention. A sample of 560 survey respondents was used to collect data. Closed-ended questionnaires were distributed in person and online. SmartPLS was used for data analysis. The resu

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Um, Namhyun. "Impact of Parasocial Interaction, Perceived Ad Message Authenticity, and Match-Up between Brand and Celebrity in Evaluation of Instagram Celebrity-Based Brand Endorsement." Sustainability 14, no. 5 (2022): 2928. http://dx.doi.org/10.3390/su14052928.

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Within the context of Instagram celebrity-based brand endorsement, this study investigates the effects of parasocial interaction, perceived ad message authenticity, and the match-up between brand and celebrity. An online survey was administered to 253 college students taking introductory advertising or PR courses. Respondents, in return, received course credits. As hypothesized, study results reveal that parasocial interaction positively influences perceived ad message authenticity, the match-up between brand and celebrity, and attitude toward ads. In addition, perceived ad message authenticit

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Parmar, Yadvinder, Mandeep Kaur Ghuman, and Bikram Jit Singh Mann. "The Match-up Between Celebrity Associations and Product Type." Journal of Creative Communications 15, no. 1 (2019): 65–89. http://dx.doi.org/10.1177/0973258619875604.

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This research develops a generic framework that matches celebrity associations with various product categories and finds an ideal set of celebrity associations for each product category. Three studies have been conducted for achieving the purpose of the study. Study one identifies associations that consumers link with celebrities and classifies them into thirteen different categories. It also finds a total of 30 products and services that consumers associate with celebrity endorsements. In study two, the respondents are asked if each of the three celebrities is appropriate for endorsing each o

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Rimadias, Santi, Yunita Werdiningsih, and Ahmad Farhan Baqi. "SOCIAL MEDIA MARKETING ON INSTAGRAM: PERAN BEAUTY INFLUENCER DALAM PEMASARAN SCARLETT WHITENING DI MEDIA SOSIAL INSTAGRAM." Jurnal MEBIS (Manajemen dan Bisnis) 7, no. 1 (2022): 88–100. http://dx.doi.org/10.33005/mebis.v7i1.337.

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Instagram sebagai salah satu sosial media memungkinkan merek untuk berkomunikasi lebih baik dan intensif dengan konsumen. Influencer telah menjadi pilihan populer dalam periklanan di media sosial Instagram karena orisinalitas dan daya tarik yang melekat pada dirinya. Penelitian ini bertujuan untuk menguji dan menganalisis peran beauty influencer, yang meliputi celebrity trustworthiness, celebrity expertise, celebrity attractiveness, celebrity similarity, celebrity liking, celebrity familiarity dan celebrity match-up congruence dalam pemasaran Scarlett Whitening di Instagram. Peran Beauty Influ

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Farah, Elhouseiny Mohamed Abdelfatah Mohamed Ali, Moussa El Samadicy Ahmed, and Raafat Abu Gharara Sahar. "Investigating the Impact of Product/Celebrity Match on Consumers' Purchasing Intentions of Real Estate in Egypt." International Journal of Social Science and Human Research 08, no. 05 (2025): 3476–82. https://doi.org/10.5281/zenodo.15486867.

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Purpose: This study investigates the impact of product/celebrity match on consumers’ purchase intentions in the Egyptian real estate market. While celebrity endorsements are widely used across industries, limited research has explored their role in high-involvement sectors like real estate, particularly within developing countries.Methodology: A quantitative research approach was employed using a structured questionnaire distributed online to a sample of 384 Egyptian respondents. Data were analyzed using SPSS, including reliability, validity, frequency, and correlation analyses. Findings

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Santos, Ana Luisa, Filipa Barros, and António Azevedo. "Matching-up celebrities’ brands with products and social causes." Journal of Product & Brand Management 28, no. 2 (2019): 242–55. http://dx.doi.org/10.1108/jpbm-03-2017-1439.

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PurposeBeyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity’s brand personality? This study aims to investigate the antecedents of celebrity–product degree of fit and willingness to pay (WTP)/make a donation in different scenarios. The manipulation of the scenarios aims to capture the role of celebrity attributes, perceived personality profiles, product involvement and acceptance of social causes.Design/methodology

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Bauer, Brittney C., Brad D. Carlson, and Clark D. Johnson. "The match-up hypotheses revisited: matching social judgments and advertising messaging in celebrity endorsements." European Journal of Marketing 56, no. 3 (2022): 869–98. http://dx.doi.org/10.1108/ejm-07-2020-0541.

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Purpose Although endorsers are thought to be highly effective when they match-up with a product, the current understanding of endorser match-up offers little insight for distinctions between equally attractive and trustworthy endorsers who have equivalent expertise in the product category, yet still diverge in their performance. Therefore, the main purpose of this research is to understand how a match between social judgments (i.e. warmth vs competence) of a celebrity endorser and specific advertising appeals (i.e. symbolic vs utilitarian) can improve consumer responses to an endorsement. Desi

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Afifah, Isti Februari. "Expertise, Trustworthiness, Similarity, Familiarity, Likeability, Product-Match Up of Celebrity Endorsement to Purchase Intention." Journal of Communication & Public Relations 1, no. 2 (2022): 21. http://dx.doi.org/10.37535/105001220223.

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Celebrity endorsement has become popular marketing strategy for the last decade. However, it is not always effective. Sometimes, it brings adverse effect to the brand and product due to wrong selection of celebrity figure. Therefore, this study aimed to investigate variables that related to celebrity endorsement, but have most significant influence to purchase intention. Among others: expertise, trustworthiness, similarity, familiarity, likeability, and product-match. So, it can be used by marketers as an insight. There were 200 respondents involved in this explanatory quantitative study. The

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Marković, Ivana, Gordana Radosavljević, and Katarina Borisavljević. "Celebrity Endorsement Influence on Destination Image." Naše gospodarstvo/Our economy 68, no. 4 (2022): 66–74. http://dx.doi.org/10.2478/ngoe-2022-0024.

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Abstract Destination image influences the tourist decision-making process, and their intention to visit, revisit and recommend. Therefore, a positive destination image is considered one of the key destination success factors. Tourists will form the image according to their own or others’ experiences and information related to the destination, one option to provide destination information is one of the most effective promotional tools called celebrity endorsement. With the assumption that a positive celebrity image will be transferred to the destination, this study will explore the effect of ce

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Lee, Jung-Gyo, and Jaejin Park. "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement." International Journal of Sports Marketing and Sponsorship 16, no. 1 (2014): 50–69. http://dx.doi.org/10.1108/ijsms-16-01-2014-b005.

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The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that

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Melati, Ina, Teddy Indira Budiwan, and Haryadi Sarjono. "The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia." International Journal of Engineering & Technology 7, no. 4.4 (2018): 30. http://dx.doi.org/10.14419/ijet.v7i4.4.19602.

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This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up

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Baniya, Rojan. "Components of Celebrity Endorsement Affecting Brand Loyalty of Nepali Customers." Journal of Business and Management Research 2, no. 1-2 (2017): 52–65. http://dx.doi.org/10.3126/jbmr.v2i1-2.18151.

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This study investigates the direct effect of components of celebrity endorsement (physical attractiveness, source creditability and celebrity brand matchup) on brand loyalty (attitudinal loyalty and behavioral loyalty). 220 general customers of branded products participated in the study. Multiple regression analyses were conducted to test hypotheses. Our result shows that physical attractiveness, source credibility expertise and celebrity brand match up has positive impact on developing attitude towards the brand. However, only physical attractiveness and celebrity brand matchup are associated

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Peter, Broeder. "Cross-cultural context endorsement in visual e-commerce: A study of Dutch and Indian female consumers." Journal of the Academy of Business and Emerging Markets 1, no. 2 (2021): 35–50. https://doi.org/10.5281/zenodo.5039932.

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This study aims to investigate context in advertisements, with a focus on cultural preferences of online consumers. For this, Hall’s context model is used that differentiates between high/low context messages and cultures. In this investigation, context adaptation is created through different types of celebrity-product match endorsements. In an experimental survey, Dutch and Indian female consumers judged two versions of an Instagram advertisement in which a celebrity (Mila Kunis) endorses Nike sports shoes. The static display context version of the advertisement co-presented the celebri

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Adiba, Soraya Tsamara, Agus Suroso, and Nur Choirul Afif. "The Effect of Celebrity Endorsement on Brand Image in Determining Purchase Intention." Journal of Accounting, Business and Management (JABM) 27, no. 2 (2020): 60. http://dx.doi.org/10.31966/jabminternational.v27i2.700.

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Smartphone becomes a standard platform for people to communicate with others.Nowadays, almost everyone has a smartphone because of its dependable functions.Therefore, the smartphone business is presently highly competitive, especially inIndonesia. One of the top smartphone brands in Indonesia is Oppo. To compete withother smartphone brands, Oppo uses celebrity endorsement as its marketing strategy.Oppo hires one of the eminent endorsers. This research purposes to investigate the effectof celebrity endorsement on brand image in determining purchase intention, using thecase of Oppo smartphone in

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Yulia, Evelynn, Isabelle Estella, Istijanto Istijanto, and Bernardinus Realino Yudianto. "Pengaruh Celebrity Endorsement terhadap Sikap Pelanggan Akan Merek dan Intensi Pembelian Pada Suatu Produk Kosmetik Rintisan." Kajian Branding Indonesia 1, no. 1 (2019): 103–39. http://dx.doi.org/10.21632/kbi.1.1.103-139.

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Akibat adanya perkembangan zaman, penggunaan strategi Celebrity Endorsement telah menjadi metode baru yang berkembang di dalam mempromosikan suatu produk atau merek. Diharapkan dengan menggunakan celebrity yang tepat, hal ini dapat membentuk pandangan positif pelanggan terhadap produk atau merek yang dipromosikan sehingga akhirnya berhasil membawa pelanggan kepada ketertarikan serta intensi pembelian. Penelitian ini bertujuan untuk melengkapi penelitian sebelumnya dari Ha & Lam (2017) yang dilakukan di Vietnam dengan menambahkan variabel baru yang termasuk ke dalam Celebrity Endorsement ya

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Panigrahi, Santhosh Kumar. "CELEBRITY ADVERTISEMENTS AND BUYING BEHAVIOUR OF TELEVISION VIEWERS." ICTACT Journal on Management Studies 7, no. 2 (2021): 1395–99. https://doi.org/10.21917/ijms.2021.0198.

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The use of celebrities as sponsors is an important concept of modern marketing strategy for product promotion. Celebrity accreditation increases sales and benefits organizations / products, celebrities themselves, and advertisement companies that produce attractive, influential, and mind-boggling advertising. Some of the factors which influence the celebrity endorsement image and popularity of celebrities, relevant match between brand and celebrity, advertisement attractiveness, advertisement popularity on electronic and print media. The usefulness of celebrity advertisements to control the vi

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Calvo-Porral, Cristina, Sergio Rivaroli, and Javier Orosa-González. "The Influence of Celebrity Endorsement on Food Consumption Behavior." Foods 10, no. 9 (2021): 2224. http://dx.doi.org/10.3390/foods10092224.

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“Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior, but there is scarce research about how celebrity endorsements about food and food products influence consumers’ behavior. In this context and based on the source credibility and source attractiveness models, as well as on the match-up theory, this study aims to examine whether con

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Hsu, Pi-Fang, and Chia-Hui Hsu. "An Endorsement Selection Model for Sports Celebrities in China." International Journal of Sociotechnology and Knowledge Development 10, no. 2 (2018): 1–13. http://dx.doi.org/10.4018/ijskd.2018040101.

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Celebrity endorsement is a critical and positive commercial promotional tool. With the increasing number of international sports celebrities, many sporting and non-sporting goods companies use such celebrities to promote their products. This study develops a model for selecting sports celebrity endorsers. A Chinese sporting brand company is the target of this study. The proposed model adopts the modified Delphi method to identify suitable criteria and applies the analytic hierarchy process (AHP) to determine the criteria's relative weights. The selected company exemplifies how the model can gu

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Marie, Sarah. "Influence of Celebrity Endorsement on Public Relations Campaigns in Canada." International Journal of Communication and Public Relation 10, no. 1 (2025): 23–33. https://doi.org/10.47604/ijcpr.3196.

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Purpose: The study set out to influence of celebrity endorsement on public relations campaigns in Canada Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Studies indicate that Canadian audiences are more likely to trust brands associat

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Fang, Lin, and Yanqing Jiang. "Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection." Journal of Asian Business Strategy 5, no. 8 (2015): 153–73. http://dx.doi.org/10.18488/journal.1006/2015.5.8/1006.8.153.173.

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With the rapid paces of product diversification and competition intensification in most commodity markets, there have been more and more ways for sellers to introduce new products and promote existing products, and for buyers to get to know those products. Using celebrities as product endorsers has become one such important way. Therefore, the selection of the most suitable celebrity endorsers becomes an important issue that businesses and advertising agencies have to face. In this paper, based on our review of a handful of representative celebrity selection models, we analyze why and how cele

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Doina, Vicol. "Impact of Celebrities on Consumer Buying Behaviour." International Journal of Innovative Science and Research Technology (IJISRT) 10, no. 1 (2025): 1774–77. https://doi.org/10.5281/zenodo.14810103.

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Nowadays marketers are using celebrities for promoting the brand and targeting the consumers that are attracted by famous people who are advertising the products. The aim of this research is to identify and critically analyze the importance of celebrity endorsement and the impact on consumer buying behavior. The previous research has shown that star endorsement strategy is used by multiple top brands worldwide such as Nike, Pepsi, Dior, Kalvin Klein to generate higher sales and to build credibility to the brand offer Furthermore, this study focuses on examining the perception of consumers abou

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Sharma, Rajesh. "Understanding Indian Consumer Attitudes towards Celebrity Based Television Advertising (CBTA)." Management and Labour Studies 34, no. 2 (2009): 165–82. http://dx.doi.org/10.1177/0258042x0903400201.

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Despite the obvious economic advantage of using relatively unknown personalities as endorsers in advertising campaigns, the choice of celebrities to fulfill that role has become common practice for companies competing in today's cluttered media environment During the past decades, celebrities have had a growing influence on consumers through mass media such as television. The proliferation of entertainment media worldwide has increased the exposure of celebrities to consumers and given them i.e., celebrities, an iconic status. In this article, we explore few important research questions. First

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Park, Sungjin, Jihye Lee, Seungjin Ryu, and Kyu S. Hahn. "The Network of Celebrity Politics." ANNALS of the American Academy of Political and Social Science 659, no. 1 (2015): 246–58. http://dx.doi.org/10.1177/0002716215569226.

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With the rise of networked media such as Twitter, celebrities’ ability to speak on policy matters directly to the public has become amplified. We investigate the political implications of celebrity activism on Twitter by estimating the political ideology of thirty-four South Korean news outlets and fourteen political celebrities based on the co-following pattern among 1,868,587 Twitter users. We also had a rare opportunity to match their following behavior with individual-level attributes by relying on supplementary survey data on 11,953 members of an online survey panel. Our results reveal th

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Deepalakshmi, S., and K. Antony Baskaran. "A Study on Brand Enhancement with Celebrity Endorsement." ComFin Research 10, S1-Oct (2022): 69–80. http://dx.doi.org/10.34293/commerce.v10is1-oct.6152.

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The general belief among advertisers is that brand communication messages delivered by celebrities and famous personalities generate a higher appeal, attention and recall than those executed by non-celebrities. The quick message-reach and impact are all too essential in today’s market. The importance of a celebrity-brand match and the various roles played by them as brand associates show the momentum this strategy has gained in the last decade. India is a country where people are star-struck by film stars, cricketers, politicians, and even criminals. The celebrity endorsement strategy must be

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Kainyu, Kinyamu Roselynn. "Influence of Celebrity Endorsements on Consumers’ Brand Equity: Case Study of Super Brands Companies in Kenya." East African Journal of Business and Economics 5, no. 1 (2022): 328–50. http://dx.doi.org/10.37284/eajbe.5.1.951.

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This paper was a seminar presented for partial fulfilment for the award of a degree in doctor of philosophy in Business administration (marketing option) at the Jomo Kenyatta University of Science and Technology (JKUAT) Kenya. The paper takes the format of mini-research. The study’s aim was to establish the influence of Celebrity endorsement on consumer brand equity on selected super brands in Kenya. Specifically, the study intended to establish whether the two major attributes of celebrity endorsement: Credibility and Attractiveness, influence consumers’ brand equity. The independent variable

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Chenu, Alain. "From Paths of Glory to Celebrity Boulevards: Sociology of Paris Match." Revue française de sociologie 51, no. 5 (2010): 69. http://dx.doi.org/10.3917/rfs.515.0069.

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Törn, Fredrik. "Revisiting the Match-Up Hypothesis: Effects of Brand-Incongruent Celebrity Endorsements." Journal of Current Issues & Research in Advertising 33, no. 1 (2012): 20–36. http://dx.doi.org/10.1080/10641734.2012.675557.

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Lin, Chen-Yu, Peng-Jui Chen, Li-Wei Wu, and Ting-Hsiang Tseng. "Does the Endorser’s Nationality Matter? An Investigation of Young Taiwanese Consumers’ Selecting Smartphone." International Business Research 8, no. 11 (2015): 49. http://dx.doi.org/10.5539/ibr.v8n11p49.

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The use of a wrong celebrity endorser may boost the animosity of local consumers toward a specific country with a complex consumer animosity. Thus, this study aims to examine whether the match or mismatch between the endorser’s nationality and the brand’s country of origin affects consumers’ purchase intention. We use an experimental study to investigate the purchase intention of young Taiwanese consumers toward Korean smartphone brand “Samsung”. Results indicate that the endorser’s nationality does matter. While celebrity endorsement has a consistent positive effect on purchase intention, the

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Kalambo, Yohanis, Biduri Ainani, and Eva Fauziana. "Strategy of Celebrity Endorser Usage to Increase Sales Performance at Online Shop Hello Friday." SMART : Management Journal 2, no. 1 (2021): 55–70. http://dx.doi.org/10.53990/smart.v2i1.258.

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This study aims to determine and analyze the strategies and criteria of success in using celebrity endorsers to increase sales of accessories at the online shop Hello Friday and the factors that are considered in buying accessories products. The sampling technique was determined using a questionnaire sheet and direct interview guidelines with the Hello Friday online shop owner. The analytical method used is a qualitative research method with a descriptive approach. The results show that a celebrity who is able to communicate well / smoothly and the photos that can attract the attention of cons

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Anisah, Tiara Nur, and Miswanto Miswanto. "Perceived intrusiveness, consumer attention, and intent to purchase: The moderating effect of celebrity preferences." Sebelas Maret Business Review 6, no. 2 (2021): 121. http://dx.doi.org/10.20961/smbr.v6i2.57401.

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<p>This study aims to investigate the moderating effect of celebrity preferences on the relationship between perceived intrusiveness, consumer attention, and intent to purchase by applying Stimulus-Organism-Responds (SOR) Theory as a foundation. A total of 310 questionnaires were used in this study. This study uses the Structural Equation Modelling (SEM) Analysis approach by dividing a sample into two groups: (1) preference and (2) non-preference. A total of 155 samples filled out advertisements that matched respondents’ preferences and 155 samples filled out advertisements that did not

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Majeed, Mohammed. "Selection of Celebrity Endorser and Purchase Intention: A New Model." Indian Journal of Management and Language 1, no. 1 (2021): 1–9. http://dx.doi.org/10.35940/ijml.b2024.041121.

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Effective advertising is crucial for the company in influencing their customers to buy their products. Since advertising is the primary way in which the company communicates with its customers, it is an area of significance for companies to focus on. In spite of numerous theoretical and empirical studies that examine celebrity endorsement on purchase intention, a more comprehensive model is required. It is in the light of this I developed Fit-for-Purpose comprising of identification, internalization and fitness dimensions, which are proposed to be strong predictors of purchase intention. The s

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Majeed, Mohammed. "Selection of Celebrity Endorser and Purchase Intention: A New Model." Indian Journal of Management and Language 1, no. 1 (2021): 1–9. http://dx.doi.org/10.54105/ijml.b2024.041121.

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Effective advertising is crucial for the company in influencing their customers to buy their products. Since advertising is the primary way in which the company communicates with its customers, it is an area of significance for companies to focus on. In spite of numerous theoretical and empirical studies that examine celebrity endorsement on purchase intention, a more comprehensive model is required. It is in the light of this I developed Fit-for-Purpose comprising of identification, internalization and fitness dimensions, which are proposed to be strong predictors of purchase intention. The s

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Kumar, Narayanan Krishna. "Sovereign Wealth Fund’s (Swf) Increasing Role as Bank Capital Provider to Indian Banks." Indian Journal of Management and Language 1, no. 1 (2021): 22–25. http://dx.doi.org/10.54105/ijml.b2012.041121.

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Effective advertising is crucial for the company in influencing their customers to buy their products. Since advertising is the primary way in which the company communicates with its customers, it is an area of significance for companies to focus on. In spite of numerous theoretical and empirical studies that examine celebrity endorsement on purchase intention, a more comprehensive model is required. It is in the light of this I developed Fit-for-Purpose comprising of identification, internalization and fitness dimensions, which are proposed to be strong predictors of purchase intention. The s

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Opris, Adriana, Corina Pelau, and Laura Lazar. "The role of celebrities for the image of endorsed products." Proceedings of the International Conference on Business Excellence 14, no. 1 (2020): 838–46. http://dx.doi.org/10.2478/picbe-2020-0080.

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AbstractCelebrities are, in recent years, a popular way to draw the consumer’s attention to an advertisement. In an age with an abundance of details and advertising, the celebrities ‘ glamour has the power to increase the advertised product’s exposure and to attract the attention of the consumer. Several researches have focused on analyzing the impact of celebrity endorsement on the success of brands by pointing out the importance of the match between the celebrities’ personality and the image of the endorsed brand. Besides the positive aspects, there have been also pointed out the different d

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Mohammed, Majeed. "Selection of Celebrity Endorser and Purchase Intention: A New Model." Indian Journal of Management and Language (IJML) 1, no. 1 (2021): 1–9. https://doi.org/10.54105/ijml.B2024.041121.

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Effective advertising is crucial for the company in influencing their customers to buy their products. Since advertising is the primary way in which the company communicates with its customers, it is an area of significance for companies to focus on. In spite of numerous theoretical and empirical studies that examine celebrity endorsement on purchase intention, a more comprehensive model is required. It is in the light of this I developed Fit-for-Purpose comprising of identification, internalization and fitness dimensions, which are proposed to be strong predictors of purchase intention. The s

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Tri, Ha Minh. "Celebrity endorsement and purchase intention: The case of Toyota Vios in Vietnam." HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION 12, no. 1 (2022): 92–107. http://dx.doi.org/10.46223/hcmcoujs.econ.en.12.1.2165.2022.

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This study investigates how celebrity characteristics (including credibility, attractiveness, product-image match), personal characteristics (including self - satisfaction and expression power), and social characteristics (including peer influence) influence consumer purchasing behavior via imitation behavior in the case Toyota Vios brand. A questionnaire-based survey of 306 respondents across Vietnam was conducted using convenience and snowball sampling methods. Online and face-to-face interviews were conducted. A structural equation modelling approach was used to analyze the data. The result

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Prentice, Catherine, and Lei Zhang. "Celebrity endorsement and stock market return." Marketing Intelligence & Planning 35, no. 4 (2017): 529–43. http://dx.doi.org/10.1108/mip-10-2016-0197.

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Purpose Celebrity endorsement advertising receives increased attention in the relevant literature. Approaching from the abnormal stock market return perspective, the purpose of this paper is to investigate the potential risks and expected profit associated with celebrity endorsement. The factors that are included in this investigation are the attributes relating to celebrities and the endorsed firms. Design/methodology/approach Data were collected from over 300 firms that use celebrity endorsements and are listed in two of the biggest stock exchanges in China. The study uses the event study me

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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, no. 2 (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 tra

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Karasiewicz, Grzegorz, and Martyna Kowalczuk. "Effect of Celebrity Endorsement in Advertising Activities by Product Type." International Journal of Management and Economics 44, no. 1 (2014): 74–91. http://dx.doi.org/10.1515/ijme-2015-0010.

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Abstract This article seeks to answer two related questions: are celebrity endorsements more likely to be result in a higher evaluation of the product being advertised than use of an anonymous individual (e.g. a typical consumer); and, if present, do these positive effects vary by product category? To answer these two questions research was conducted on a 237 student sample employing a quasi-experiment consisting of four groups (two product categories and two types of endorsers) using data collected through an online survey. The results indicate that celebrity endorsements do have a positive i

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McNeill, Lisa S., and Zoe McDonald-Mair. "How similar-to-me is too similar-to-me? Do young women really want to be like the influencer in that luxury fashion advertisement?" Journal of Textile Engineering & Fashion Technology 10, no. 3 (2024): 127–35. http://dx.doi.org/10.15406/jteft.2024.10.00378.

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This study asks whether social media influencers or celebrities are more effective in endorsing luxury fashion goods. Using a New Zealand sample of women aged 18-25, this study employed a between-subjects experimental design with participants responding to either a celebrity or influencer advertising condition, using a luxury handbag as a stimulus. Using match-up hypotheses and self-congruity theory, the current study finds that celebrities encourage greater feelings of wishful identification among the sample group of young women, that participants express an actual self-concept that is more s

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홍문기. "The Impact of Celebrity Endorsement with Match-up Approach on Political Issue of Immigration." Journal of Public Relations 15, no. 3 (2011): 176–203. http://dx.doi.org/10.15814/jpr.2011.15.3.176.

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McCormick, Karla. "Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions." Journal of Retailing and Consumer Services 32 (September 2016): 39–45. http://dx.doi.org/10.1016/j.jretconser.2016.05.012.

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Santoso, Christopher, and Dewi Mustikasari Immanuel. "PENGARUH CELEBRITY ENDORSER TERHADAP PURCHASE INTENTION PADA IKLAN PRODUK MAKANAN." PERFORMA 6, no. 6 (2022): 494–504. http://dx.doi.org/10.37715/jp.v6i5.2146.

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This study aims to analyze the influence of celebrity endorsers on customers’ attitude toward brand, as well as the influence of customers' attitude toward brand on customers’ purchase intention in food product advertisements. This study uses descriptive quantitative research methods using nonprobability sampling technique. Data collection in this study was conducted using a questionnaire in the form of a google form and distributed to 385 respondents who are active users of Instagram in Indonesia, with an age range of 18 years to 34 years who have seen food advertisements delivered by a celeb

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Kim, Seongseop (Sam), Kuo-Ching Wang, Wan-Ting Jhu, and Yang (Young) Gao. "The best match-up of airline advertising endorsement and flight safety message." International Journal of Contemporary Hospitality Management 28, no. 11 (2016): 2533–52. http://dx.doi.org/10.1108/ijchm-03-2015-0130.

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Purpose This paper aims to explore the effectiveness of children as advertisement endorsers in the airline context, including images of safety and reliability. Design/methodology/approach This paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers and children) in the context of the airline industry. A factorial experiment was conducted to test the communication effect (CE) of ten groups of advertisement combinations (five endorser types – with/without safety attribute). Findings The results indicate that a child endorser yielded a better CE tha

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Löwisch, Henriette. "An Interview with Alice Schwarzer on Leni Riefenstahl." German Politics and Society 31, no. 3 (2013): 76–82. http://dx.doi.org/10.3167/gps.2013.310304.

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Alice Schwarzer’s name is synonymous with the second-wave women’smovement in West Germany, and when she picks a fight, the odds are ashouting match will follow. Admired by some, reviled by others, West Germany’sbest-known feminist has often used controversy to amplify theactivist journalism she has pursued since the late 1960s. She is opinionated,combative, and unpredictable—attributes all reflected in her 1999 essay onLeni Riefenstahl, which the interview below revisits. Her sympathetic portrayalof the filmmaker met with criticism, which is certainly consistent withthe affinity toward ambival

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Mirfazli, Miluniqa Yasmin, Agriani Hermita Sadeli, Lucyana Trimo, and Iwan Setiawan. "Dukungan Selebriti Terhadap Produk Hortikultura Online pada Era Digital di PT. Tani Hub Indonesia." Jurnal Agribisnis Indonesia 10, no. 2 (2022): 312–24. http://dx.doi.org/10.29244/jai.2022.10.2.312-324.

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Developing a business in this digital era is related to changes in people's behavior and shopping patterns, which usually shop offline become online. Digital developments make it easier for consumers to do shopping activities on e-commerce that can be accessed anywhere and anytime. Marketing activities are also growing, one of which is the celebrity endorsement marketing strategy which is currently being carried out by many entrepreneurs. By relying on the popularity of celebrities, the products sold can reach consumers outside the city and abroad. This celebrity endorsement is usually applied

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