Relevant bibliographies by topics / Endorsement Celebrities

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Endorsement Celebrities'

Author: Grafiati
Published: 4 June 2021
Last updated: 13 February 2022

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Journal articles on the topic "Endorsement Celebrities"

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Fan, Fei. "Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities." Young Consumers 22, no. 2 (2021): 169–84. http://dx.doi.org/10.1108/yc-10-2020-1224.

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Purpose Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online D
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Zhou, Mi, Srijith Rajamohan, Valisa Hedrick, et al. "Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990–2017." International Journal of Environmental Research and Public Health 16, no. 19 (2019): 3743. http://dx.doi.org/10.3390/ijerph16193743.

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Celebrity endorsement used to promote energy-dense and nutrient-poor (EDNP) food and beverage products may contribute to poor dietary habits. This study examined celebrity endorsement of branded food and beverage products and marketing campaigns in the United States (US) from 1990 to 2017. Celebrity endorsement data were collected from peer-reviewed and grey literature. Interactive data visualizations were created for the endorsement relationships between celebrities, companies and products whose nutritional profiles were compared with the US Department of Agriculture’s (USDA’s) Smart Snacks S
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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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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, no. 1 (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 fo
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Agnihotri, Arpita, Saurabh Bhattacharya, and Satya Prasad V.K. "Are multiple brand endorsements economically effective?" Journal of Product & Brand Management 27, no. 5 (2018): 523–33. http://dx.doi.org/10.1108/jpbm-08-2017-1549.

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Purpose The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio. Design/methodology/approach Study is based on instrumental variable regression analysis app
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Anam, Miss, Muhammad Anosh, and Naqvi Hamad. "Celebrity Endorsement as a Physiological Apparatus." International Letters of Social and Humanistic Sciences 47 (February 2015): 55–62. http://dx.doi.org/10.18052/www.scipress.com/ilshs.47.55.

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Celebrities are sound recognized traits in community because of their pleasant appearance or creditability, that’s why to augment the effectiveness of their trademark and classified ad Corporation, use these superstar as their brand name endorser. Purpose of this study to conduct in D g khan is to probe the customer level demographically and how much celebrity endorsement does cast its collision on Clint buying intention demographically and show a optimistic association with marketing promotions. The foremost deliberation in current research expose approaches of people toward the celebrities s
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Freire, Otávio, Filipe Quevedo-Silva, Diego Senise, and Pedro Scrivano. "The effectiveness of celebrity endorsement in aspiring new celebrities." RAUSP Management Journal 53, no. 3 (2018): 289–303. http://dx.doi.org/10.1108/rausp-04-2018-011.

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Purpose Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products. The purpose of this paper is to analyze the effectiveness of celebrity endorsement effect in an aspiring new celebrity. Design/methodology/approach Four studies involving 664 respondents were conducted to analyze the effectiveness of the endorsement. In addition to verifying the existence of the effect (Study 1), studies were conducted focusin
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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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Jamil, Raja Ahmed, and Syed Rameez ul Hassan. "Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study." Journal of Management Info 1, no. 4 (2014): 1–8. http://dx.doi.org/10.31580/jmi.v4i1.18.

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Advertisement by Involvement of celebrities becomes an essence in modern competitive marketing environment for high recognition and creation of strong product perception. Celebrity endorsement is the main focus of the study where Pakistani and Indian celebrities with their attributes are used for their endorsement effect on purchase intention. A sample of 300 was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan. Similar and competitive brands are chosen which are endorsed by Pakistani and Indian Celebrities separately. Re
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Dissertations / Theses on the topic "Endorsement Celebrities"

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Eltom, Hadia. "Celebrity Endorsement Branding : Linking Fragrances to Celebrities." Thesis, Södertörn University College, School of Business Studies, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-1337.

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CARNEIRO, MARIANA ABREU. "THE USE OF CELEBRITIES AND MULTIPLO ENDORSEMENT IN THE PROPAGANDA." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2001. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=2256@1.

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Este trabalho procura identificar a atitude do público frente à utilização de celebridades na propaganda e ao endosso de múltiplos produtos pela mesma pessoa. De acordo com esse estudo, considerando suas limitações, a utilização de celebridades na propaganda tem uma influência positiva sobre a avaliação do endossante, sem afetar a avaliação do anúncio. Mostrou-se ainda que o público jovem é mais sensível a esta técnica de propaganda, sendo o público jovem do sexo feminino o mais influenciado. Com relação ao múltiplo endosso, não se encontrou evidência de um impacto negativo sobre
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Julià, Rich Míriam. "El endorsement de los celebrities y su influencia en el consumidor." Doctoral thesis, Universitat Ramon Llull, 2016. http://hdl.handle.net/10803/360845.

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Avui en dia les companyies, com una estratègia més de màrqueting i comunicació, trien i utilitzen als celebrities perquè donin suport en els seus productes i es converteixi en més vendes. La proposta d'aquesta tesi és contribuir a augmentar el coneixement científic dels celebrity endorsement a Espanya i obtenir un major enteniment quan les empreses trien a un celebrity. Destacarem la importància cabdal de la gestió dels celebrities en promocionar productes, associant els atributs i la personalitat del celebrity a les marques i demostrant que aquesta estratègia és una manera eficaç d’apropar
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Ekberg, Sara, Linn Mellgård, and Magdalena Micko. "Local Celebrity Endorsement : Can You Go Far by Staying Close?" Thesis, Jönköping University, Jönköping International Business School, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12853.

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<p>Celebrity endorsement consists of a written or spoken statement from a publicly known person, proclaiming the benefits of some product or service. Previous research on celebrity endorsement has proved it very successful in promoting brands or companies. Even though many marketing strategies exist, it can be especially effective for newly started ventures to apply celebrity endorsement in their approach. While celebrity endorsement may be a good way to overcome weaknesses, such as liability of newness and lack of legitimacy, new ventures often cannot afford to implement this strategy. Theref
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Erdogan, Bayram Zafer. "Constructing a practioner-based model of selecting celebrity endorsers." Thesis, University of Strathclyde, 2000. http://oleg.lib.strath.ac.uk:80/R/?func=dbin-jump-full&object_id=21360.

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This thesis investigates how British advertising agencies select celebrity endorsers and the criteria considered important in deciding which celebrity to employ. Specifically the primary focus of the study is to identify and analyse the process by which celebrity endorsers are selected by advertising agency practitioners; to explore factors affecting the selection of celebrity endorsers; and, to generate a model of selecting celebrity endorsers for marketing communication messages. The research had a two-phase design, which progressed from exploratory interviews to a mail survey. For the first
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Gu, Wenjun. "Crisis balance : judging celebrity endorsement under conditions of ambiguity." HKBU Institutional Repository, 2009. http://repository.hkbu.edu.hk/etd_ra/1100.

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Jonsson, Anna, and Matilda Åsander. "Konsumenters attityder och förtroende för kändisar i marknadsföring." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-43866.

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Celebrity endorsements have become an increasingly common phenomenon in marketing. Simultaneously the world has been digitalized and social media is now a matter of course rather than an exception. The most active people on digital platforms have been shown to be young people. The aim of this study was to investigate how young consumers' attitudes and trust are affected by celebrity endorsement as a result of the increased use of social media. The study was performed with a qualitative method based on a focus group interview and several individual semi-structured interviews. The results showed
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Falsarella, Carla Regina Borges Matias. "O endossamento de celebridades na propaganda sob a ótica do Neuromarketing: um estudo sobre a influência de uma celebridade no processo de atenção visual." Universidade de São Paulo, 2016. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-03052016-112316/.

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O presente estudo buscou entender a influência da utilização da celebridade Gisele Bundchen em anúncios de propaganda no comportamento do consumidor por meio de uma das técnicas de Neuromarketing: o eye tracking. Sendo assim, esta pesquisa objetivou analisar se é realmente importante a presença da celebridade em propagandas de anúncio impresso analisada sob o ponto de vista do Neuromarketing por meio da análise da atenção visual ao estímulo \'celebridade\'. Para a verificação dos objetivos, das hipóteses e da proposição advindas destes objetivos, foi empregada uma metodologia em que se buscou
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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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Broman, Hedda. "Celebrity Endorsement : En kvalitativ analys av Viktväktarnas reklamfilmer." Thesis, Stockholms universitet, JMK, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-120596.

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Uppsatsen syfte är att analysera vad det är för skillnader med att marknadsföra en produkt eller tjänst med eller utan Celebrity Endorsement. Jag har även analyserat hur varumärket framställs genom att använda Celebrity Endorsement metoden. För att förtydliga min analys har jag granskat två reklamfilmer av Viktväktarna. För denna uppsats har jag valt hermeneutik som vetenskapsteoretisk utgångspunkt.  Mina frågeställningar är: På vilket sätt använder sig Viktväktarna av Celebrity Endorsement? Hur framställs Viktväktarna som varumärke i reklamfilmerna? På vilket sätt skiljer sig de två reklamfil
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Books on the topic "Endorsement Celebrities"

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

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

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Martini, Daniele. Mi raccomando: L'arte della spintarella da Garibaldi a Berlusconi. Baldini & Castoldi, 2002.

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Food and drink - January 2005: Celebritity endorsement, low-alcohol and alcohol-free drinks, pasta and pasta-based meals, sugar and artificial sweeteners, wine. Mintel International Group, 2005.

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Will Work For Shoes The Business Behind Red Carpet Product Placement. Greenleaf Book Group, 2011.

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Book chapters on the topic "Endorsement Celebrities"

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Ku, Yi-Cheng, Yie-Fang Kao, and MingJiao Qin. "The Effect of Internet Celebrity’s Endorsement on Consumer Purchase Intention." In HCI in Business, Government and Organizations. eCommerce and Consumer Behavior. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-22335-9_18.

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Sen Negi, Ankita, and Payel Das. "Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market." In Global Branding. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-5225-9282-2.ch005.

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One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.
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Sen Negi, Ankita, and Payel Das. "Evaluation of Celebrity Endorsements on Consumer Perception and Brand Equity in Indian Market." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3150-0.ch003.

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One of the most popular forms of marketing strategy to endorse a product or a brand is celebrity endorsement. Masses are big fan of celebrities both films or sports industry. Hence, using celebrities for brand or social welfare activities is a common phenomenon. Consumers do not purchase a product not because of their love and trust on the celebrity only. This study is aimed at finding the relation in building brand equity and the celebrity endorsers. This research infers the relationship between consumer perception formed through celebrity endorsements and its impact brand equity. It is also inferred from the study that celebrity endorsement fit for a product has a positive effect on consumer perception, hence building brand equity.
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Hsu, Pi-Fang, and Chia-Hui Hsu. "An Endorsement Selection Model for Sports Celebrities in China." In Research Anthology on Business Strategies, Health Factors, and Ethical Implications in Sports and eSports. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-7707-3.ch008.

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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 guide the selection of sports celebrity endorsers. The model ranks the importance to the target company of five criteria: trustworthiness, match-up, attractiveness, risk and expertise. The proposed model allows the company to select sports celebrity endorsers effectively, and contributes to academia and commerce.
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Dhandhnia, Kopal Agrawal, and Sanjeev Tripathi. "Emotional Branding Through Celebrity Endorsements." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch003.

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Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.
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Dhandhnia, Kopal Agrawal, and Sanjeev Tripathi. "Emotional Branding Through Celebrity Endorsements." In Driving Customer Appeal Through the Use of Emotional Branding. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2921-7.ch016.

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Emotional branding is an effective way to create a long-lasting relationship with the customers. The recent shift in brand strategy is towards gaining an emotional share of consumers and understanding the symbolic, emotional features that generate socio-psychological associations in their minds. Use of celebrities through celebrity advertising can act as effective tools to develop a strong emotive tie with a consumer, which can overtime, culminate into long-term brand equity and an emotional connect with the brand. In this chapter, we develop an understanding of various aspects of celebrity endorsement and explain how these can be used to connect emotionally with consumers. We also illustrate situations where use of celebrities has had a positive effect on emotional branding and where it has failed miserably.
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Lu, Qiang (Steven), and Zhen Yi Seah. "Social Media Influencers and Consumer Online Engagement Management." In Social Media for Knowledge Management Applications in Modern Organizations. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2897-5.ch004.

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With the popularity of social media, social media influencers have been playing an increasing role in modern marketing. However, there is little research on the impact of social media influencers on consumer brand engagement. To fill this gap, this chapter develops a conceptual framework to examine the impact of the endorsement by social media influencers on online brand engagement. The authors use social distance theories to construct several propositions to provide a deep understanding. They suggest that traditional celebrities and social media influencers have different social distance, therefore generate different types and degrees of consumer online engagement. And the product characteristics moderate the effectiveness of the different types of celebrity endorsement.
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Alberola Amores, Leonor, Susana Miquel Segarra, Irene García Medina, and Zahaira Fabiola González Romo. "Influence of Celebrity Endorsement on Mature Female Luxury Cosmetic Consumers." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-5882-9.ch015.

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A ‘celebrity endorser' is any individual easily recognisable by the general public who leverages this visibility and goodwill to either appear alongside the product in an ad or endorse the product. This helps cosmetics brands to architect a strong brand image in the eyes of end users, a result due in large to the transference of the endorser's trustworthiness to the brand she/he backs. The study revealed that mature female consumers were more likely to relate to an ad featuring celebrities of similar age as themselves and who are actual users of the product rather than armchair or hands-off endorsers.
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Hung, Kineta. "Celebrity and Influencer in a Fan Economy." In Multidisciplinary Perspectives on Media Fandom. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-3323-9.ch018.

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Celebrity endorsement (CE) constitutes a popular marketing strategy. A large body of research and practices recognize the salience of celebrity traits such as credibility and attractiveness in enhancing endorsement effectiveness. According to these approaches, celebrity fans are at the receiving end of the marketing strategy, and they function primarily as brand purchasers. Their varied roles in enhancing CE are less understood. Aided by the proliferation of social media, fans are connected nationally and globally to form not only a formidable force but also a talent pool. Together, they play an increasingly important role in the CE process. This chapter investigated the changing role of celebrity fans and their contributions. Both traditional celebrities and social media influencers were examined. In both cases, the fans are active shapers of the endorsement process. This is a recent development, where the celebrity, their fans, and the endorsed brand are forming a co-creation platform. The implications are discussed.
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Aririguzoh, Stella Amara, Emmanuel Mogaji, and Odion Oscar Odiboh. "The Effect of Celebrity Endorsements on Consumers' Buying Behavior in South West Nigeria." In Exploring the Dynamics of Consumerism in Developing Nations. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7906-9.ch008.

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Advertisers engage celebrities to endorse their products. This chapter hinges on the meaning transfer theory of McCracken that says that celebrity image can be transferred to items that users buy. Using the survey method, this work examined if celebrity endorsements affect buying. Copies of the questionnaire were administered on 1,516 residents drawn from urban, suburban, and rural areas of Lagos and Ogun States, Nigeria. The Pearson correlation found positive relationships between celebrity endorsements and buyers' decisions. The tests show that celebrity endorsements influence the purchase decisions of the residents, and these buyers' avoidance of a product is more clearly influenced by celebrity endorsements. People buy products because of the celebrities that endorsed them. However, some respondents, especially those in the rural areas, were not as influenced into buying these products as are those from the urban and sub-urban areas. It is advised that advertisers pursue other avenues to draw patronage from this area.
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Conference papers on the topic "Endorsement Celebrities"

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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). Atlantis Press, 2019. http://dx.doi.org/10.2991/isemss-19.2019.68.

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Rajamohan, Srijith, and Faiz Abidi. "Web-based Visualization and Querying of Food and Beverage Endorsements by Celebrities." In PEARC '19: Practice and Experience in Advanced Research Computing. ACM, 2019. http://dx.doi.org/10.1145/3332186.3332197.

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