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Relevant bibliographies by topics / Product/Celebrity Match

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Academic literature on the topic 'Product/Celebrity Match'

Author: Grafiati

Published: 2 June 2025

Last updated: 31 July 2025

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Journal articles on the topic "Product/Celebrity Match"

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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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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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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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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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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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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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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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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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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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Dissertations / Theses on the topic "Product/Celebrity Match"

1

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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Faria, Maria Angélico da Silva. "The impact of influencer-cause fit on the purchase intentions and brand attitude towards conscious brands in the fashion industry." Master's thesis, 2020. http://hdl.handle.net/10400.14/29764.

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Digital Influencers are taking advantage of social media rise to position themselves as effective brand communicators. Hence, brands are betting on Influencer Endorsement as a communication strategy, since it has been proved before how powerful that can be in shaping consumers’ choices. Additionally, the market for sustainable fashion brands is gaining strength due to the raising of social and environmental concerns. However, brands are facing the challenge of choosing the right Influencer to endorse them since not all fit the brand and the product. This research aims to understand the impac

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Tu, Jun-wei, and 涂峻瑋. "A Study of Applying Second-Order Conditioning Theory on the Effects of Multiple Endorsements by Celebrity – Perspective of Match-up between Celebrity and Products." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/30808710673878762945.

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碩士<br>雲林科技大學<br>企業管理系碩士班<br>99<br>In the past years, majority of studies which related to celebrity endorsement usually focused on the advertising effectiveness of different fitness between the celebrity and product. According to Match-Up Hypothesis, the higher fitness between celebrity and product, the greater advertising effectiveness it would generate. Therefore, study 1 applied classical conditioning theory to investigate the mechanism that underlying the match-up hypothesis. In addition, most of the celebrities had ever endorsed multiple brands. Accordingly, study 2 applied Second-Order C

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Books on the topic "Product/Celebrity Match"

1

Scott, Missy. Harley-Davidson Motor Company. Greenwood Publishing Group, Inc., 2008. http://dx.doi.org/10.5040/9798400661860.

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It's 1901 and a guy named Harley has an idea. Put an engine on a bicycle. What? Outside his door, carts are still pulled by horses and autos are a rare sight, for goodness' sake. It's 1908 and a Harley-Davidson motorcycle sets a record by getting 188 miles to a gallon of gas. It's 1909 and the company introduces something new to its line: a V-Twin cylinder engine. Fast forward to the twenty-first century, and the technical innovation hasn't stopped. But there's a lot more than just choppers in the mix. Examples: The Harley-Davidson racing team adds a seventeen-year-old girl to the roster. 250,

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Book chapters on the topic "Product/Celebrity Match"

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Bojanic, David C., Patricia K. Voli, and James B. Hunt. "Can Consumers Match Celebrity Endorsers With Products?" In Proceedings of the 1991 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17049-7_62.

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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 gu

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