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Journal articles on the topic 'Product/Celebrity Match'

Author: Grafiati

Published: 2 June 2025

Last updated: 31 July 2025

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1

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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2

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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9

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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10

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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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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Fainmesser, Itay P., and Andrea Galeotti. "The Market for Online Influence." American Economic Journal: Microeconomics 13, no. 4 (2021): 332–72. http://dx.doi.org/10.1257/mic.20200050.

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Recent developments in social media have morphed the age-old practice of paying influential individuals for product endorsements into a multibillion dollar industry, extending well beyond celebrity sponsorships. We develop a parsimonious model in which influencers trade off the increased revenue they obtain from paid endorsements with the negative impact that these have on their followers’ engagement and, therefore, on the price influencers receive from marketers. The model provides testable predictions that match suggestive evidence on pricing of paid endorsements, reveals a novel type of ine

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Ilicic, Jasmina, Stacey M. Baxter, and Alicia Kulczynski. "Names versus faces: examining spokesperson-based congruency effects in advertising." European Journal of Marketing 49, no. 1/2 (2015): 62–81. http://dx.doi.org/10.1108/ejm-10-2013-0579.

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Purpose – The purpose of this paper is to compare the influence of spokesperson appearance (visual congruence) and the sounds contained in a spokesperson’s name (verbal congruence) on consumer perceptions of spokesperson–product fit. Design/methodology/approach – Two experiments were conducted. Experiment 1 ensured that verbal congruence impacted perceptions of spokesperson–product fit. Experiment 2 compared the effect of verbal congruence versus traditional match-up (visual congruence) on perceptions of spokesperson–product fit. The mediating role of spokesperson–product fit on attitude towar

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Rudianto, Rudianto, and I. Kadek Suarsana. "Pengaruh Penggunaan Endorser dan Iklan terhadap Minat Beli Konsumen pada PT. Yamaha Jaya Baru Motor Palopo." JEMMA (Journal of Economic, Management and Accounting) 5, no. 1 (2022): 34. http://dx.doi.org/10.35914/jemma.v5i1.877.

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Tujuan penelitian ini untuk menganalisis Pengaruh Penggunaan Endorser dan Iklan Terhadap Minat Beli Konsumen Pada PT. Yamaha Jaya Baru Motor Palopo. Endorser adalah sebagai icon pendukung iklan atau juga yang dikenal sebagai bintang iklan yang dikenal karena prestasinya seperti Valentino Rossi sebagai endorser Yamaha. Iklan adalah media promosi yang dipromosikan melalui televise, radio, Koran, majalah, internet, dan lain-lain. Minat beli yaitu kecendrungan sikap konsumen yang tertarik kemudian mengambil tindakan yang berhubungan dengan pembelian melalui berbagai tahapan. Adapun metode peneliti

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Schneiker, Andrea. "Telling the Story of the Superhero and the Anti-Politician as President: Donald Trump’s Branding on Twitter." Political Studies Review 17, no. 3 (2018): 210–23. http://dx.doi.org/10.1177/1478929918807712.

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Given his extensive use of Twitter, the ways in which Donald Trump uses this platform are subject to a number of scholarly analyses. These generally attribute the success of Trump’s tweets to the ways in which he uses the features Twitter offers. Adopting a perspective of political marketing, I regard Donald Trump as a political product that is marketed through political branding. Drawing on the literature on celebrity politicians and based on a sample of 1469 tweets that were posted by Donald Trump’s personal Twitter account @realDonaldTrump between March 2016 and April 2017, I argue that Don

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Putri, Fauziyah, and Achsania Hendratmi. "Pengaruh Celebrity Endorser dan Content Marketing terhadap Purchase Intention Fashion Muslim." Jurnal Ekonomi Syariah Teori dan Terapan 9, no. 5 (2022): 672–80. http://dx.doi.org/10.20473/vol9iss20225pp672-680.

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ABSTRAK Halal fashion saat ini menjadi salah satu sektor yang diminati konsumen di Indonesia. Mayoritas penduduk Indonesia yang merupakan muslim menjadikan pangsa pasar industri fashion Muslim sangat besar. Permintaan produk fashion muslim semakin tinggi karena kesadaran perempuan Muslim dalam menutup aurat juga sudah tinggi. Apalagi, konsumen saat ini suka melihat fashion influencer di sosial media seperti Instagram. Serta penggunakan content marketing yang menarik juga mempengaruhi konsumen untuk membeli sebuah produk. Penjualan produk fashion muslim semakin mudah diakses konsumen dengan and

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Y, Purushottam,. "THE IMPACT OF ONLINE ADVERTISING ON THE BUYING BEHAVIOR OF CONSUMERS." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 04 (2024): 1–5. http://dx.doi.org/10.55041/ijsrem31912.

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The present research report delves into assessing the influence of online advertising on consumer buying behavior, particularly how it enhances consumer intentions toward products and their purchasing behaviors. The study highlights that consumer purchasing behavior is significantly affected by the image of the product portrayed by advertisers. Conducted in March 2024 in Gautam Budha Nagar, Uttar Pradesh, the research gathered primary data through questionnaires, while secondary data were obtained from the internet. The sample consisted of 50 respondents, comprising individuals from various ba

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Prat Sabater, Marta. "Proceso de integración de las incorporaciones léxicas en español: aspectos teóricos y presencia lexicográfica." Anuario de Letras. Lingüística y Filología 4, no. 2 (2016): 245. http://dx.doi.org/10.19130/iifl.adel.4.2.2016.1398.

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Los hablantes cuando usan la lengua no se plantean cómo son las palabras que utilizan o cuál es su procedencia. Sin embargo, son conscientes de que determinadas voces son de reciente incorporación, puesto que presentan unas características que son idénticas o más afines a otros idiomas (notebook, baguette, playboy, sushi, match, celebrity, wifi, párking, esmoquin, spam, selfie…). En el transcurso del tiempo, estas palabras pueden llegar a integrarse en la lengua (en este caso, la española) con o sin adaptación en función de las diferencias existentes entre el idioma de origen y el receptor o d

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Jephcott, Mark. "The First Two Years of the Competition Commission Appeal Tribunals." Cambridge Yearbook of European Legal Studies 4 (2001): 217–41. http://dx.doi.org/10.5235/152888712802761671.

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On 1 March 2002, the Competition Commission Appeal Tribunals (‘the Appeal Tribunals’) celebrate the second year of their existence, this being also the second anniversary of the coming into force of the Competition Act 1998 (‘the Act’) which founds their jurisdiction. In fact the Act had existed in dormant form for some time before this date (it was enacted on 9 November 1998), giving competition practitioners and officials alike ample warning of the main provisions of the new regime. However, as the Appeal Tribunals are an appellate body, their opportunity to play their part in the brave new

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Jephcott, Mark. "The First Two Years of the Competition Commission Appeal Tribunals." Cambridge Yearbook of European Legal Studies 4 (2001): 217–41. http://dx.doi.org/10.1017/s1528887000004080.

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On 1 March 2002, the Competition Commission Appeal Tribunals (‘the Appeal Tribunals’) celebrate the second year of their existence, this being also the second anniversary of the coming into force of the Competition Act 1998 (‘the Act’) which founds their jurisdiction. In fact the Act had existed in dormant form for some time before this date (it was enacted on 9 November 1998), giving competition practitioners and officials alike ample warning of the main provisions of the new regime. However, as the Appeal Tribunals are an appellate body, their opportunity to play their part in the brave new

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Alibilli, Amrutha S., Vidur Jain, Heran Mane, et al. "Harnessing Facebook to Investigate Real-World Mentions of Adverse Events of Glucagon-Like Peptide-1 Receptor Agonist (GLP-1 RA) Medications: Observational Study of Facebook Posts From 2022 to 2024." JMIR Infodemiology 5 (July 24, 2025): e73619-e73619. https://doi.org/10.2196/73619.

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Abstract Background In recent years, there has been a dramatic increase in the popularity and use of glucagon-like peptide-1 receptor agonists (GLP-1 RAs) for weight loss. As such, it is essential to understand users’ real-world discussions of short-term, long-term, and co-occurrent adverse events associated with currently used GLP-1 RA medications. Objective This study aims to quantitatively analyze temporal and co-occurrent GLP-1 RA adverse event trends through discussions of GLP-1 RA weight loss medications on Facebook from 2022 to 2024. Methods We collected 64,202 Facebook posts (59,293 po

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Saunders, John. "Editorial." International Sports Studies 42, no. 2 (2020): 1–4. http://dx.doi.org/10.30819/iss.42-2.01.

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In my last editorial I was contemplating living the new and unexpected experience of life with Covid 19. Six months ago, was a time for contemplation. We were all entering into an event of major historical significance. The world has experienced epidemics before, and we had only to turn to the works of writers such as Camus to realise how recurrent human behaviour is. We tend so often to be caught by surprise despite the lessons that are so readily available to us through reference to history. The Spanish ‘flu epidemic of 1919 was the obvious benchmark to which we could turn. Following hot on

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Hafidza Gumelar Muksininna and Ririn Tri Ratnasari. "Persepsi Nilai Uang terhadap Niat Membeli Kosmetik Halal: Dimediasi Emotional Brand Attachment." Jurnal Ekonomi Syariah Teori dan Terapan 9, no. 5 (2022): 617–27. http://dx.doi.org/10.20473/vol9iss20225pp617-627.

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ABSTRAK Penelitian ini bertujuan untuk mengetahui adanya pengaruh value for money perception dan emotional brand attachment terhadap niat membeli kosmetik halal khususnya produk Innisfree. Selain itu, untuk meningkatkan literasi tentang value for money perception dan emotional brand attachment terhadap buying intention. Pendekatan kuantitatif digunakan dalam metodologi penelitian ini dengan Path Analysis sebagai teknik analisis data. Pengumpulan data dengan menyebarkan kuesioner skala Likert berskala lima secara online. Responden dalam penelitian ini adalah 100 mahasiswi diberbagai universitas

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Jerzy Jasiński. "Consumption of alcohol in Poland in 1985. Part I: Patterns of behaviour)." Archives of Criminology, no. XVI (June 13, 1989): 7–100. http://dx.doi.org/10.7420/ak1989a.

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THE SURVEYS Two consecutive alcohol consumption surveys were carried out in Poland in 1980 and 1985. In both of them quota samples of population 16 years of age and over were used, and the sizes of the samples were 1972 and 1808 respectively. The surveys were sponsored by the Institute of Psychiatry and Neurology which is responsible for funding research on a broad range of topics related to alcohol, its effects, use and misuse. The fieldwork was carried our by specially trained interviewers of the Centre for Public Opinion Survey and Programme studies of the state Committee for Radio and TV i

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Dr., A. Vignesh Kumar, and S. Sabeetha R. "BAMA'S SANGATI AS A UNIQUE DALIT FEMINIST NARRATION FROM SUBJUGATION TO CELEBRATION." International Journal of Interdisciplinary Research in Arts and Humanities 2, no. 1 (2017): 92–96. https://doi.org/10.5281/zenodo.345673.

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<em>“Oppression, ruled and still being ruled by patriarchy, government, </em> <em> caste and religion, Dalit women are forced to break all the strictures of the society </em> <em> in order to live”</em> (Preface, <em>Sangati</em>) India is one of the fastest growing countries in the world; yet it is notorious for its rigid caste system. The earliest records of Indian civilization are preserved in Aryan scriptures or what is today known as Hindu Scriptures. The early Indian society was constructed around Varnasrama Dharma, a labour based division of castes in India that inevitably brought racia

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Mohamed Ali, Farah Elhouseiny Mohamed Abdelfatah, Ahmed Moussa El Samadicy, and Sahar Raafat Abu Gharara. "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). https://doi.org/10.47191/ijsshr/v8-i5-74.

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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: The

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Göksel, Şimşek. "Celebrity Endorsement: How It Works When a Celebrity Fits the Brand and Advertisement." March 2, 2014. https://doi.org/10.5281/zenodo.1091894.

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Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create. This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of

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Inegbedion, Henry. "Celebrity Endorsement and Firm Performance: The Mediation of Consumer Buying Behaviour." International Social Science Journal, June 14, 2025. https://doi.org/10.1111/issj.12595.

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ABSTRACTIrrespective of the quality of a product, consumers have to be aware of it before it can attract their attention; this is the very essence of celebrity endorsement (CE). This study investigated CE and firm profitability in the Nigerian telecommunication sector using mobile telecommunication network (MTN) as its focus. The design was a cross‐sectional survey of 341 respondents and a questionnaire, administered online through Google Forms, served as the data collection instrument. The data elicited from the respondents were analysed with the path diagram technique of the structural equat

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Calvo-Porral, Cristina, Sergio Rivaroli, and Javier Orosa-González. "The influence of social media celebrity endorsement on beer and wine purchase behaviour." International Journal of Wine Business Research, March 20, 2023. http://dx.doi.org/10.1108/ijwbr-10-2022-0037.

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Purpose Celebrity endorsement is one of the most popular marketing communication tools that have been used by beverage companies to influence consumers’ behaviour, but little is known about the extent this communication strategy can be impactful and benefit alcoholic beverages like beer and wine. In this context, this study aims to examine whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behaviour. Further, this study examines what are the characteristics of the celebrities that exert greater influence on beer and wine purchase behaviour. Design/m

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Nabil, Mostafa, Habiba Khaled, Hagar Taher, Mirna Ayman, Norhan Ashoush, and Reham Shawky. "Celebrity endorsement and its impact on purchase intention of luxurious brands." Business and Management Review 13, no. 02 (2022). http://dx.doi.org/10.24052/bmr/v13nu02/art-25.

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Celebrity endorsement is a persuasion strategy in which customers identify with the person featured in an advertisement. Celebrities promote services and products in ways that serve to increase brand awareness and credibility. Celebrity endorsement boosts trust, familiarity, and awareness of a product by endorsing it and advertising it, all of which are important elements in a consumer's purchasing decision. When defining purchase intention, it is described as the intention to purchase or obtain a product or a service, thus reflecting the customer’s desire to purchase a specific product from a

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Swallehe, Omary. "Effects of Celebrities Endorsement on Consumer Purchase Intentions for Soft Drink Products in Tanzania." Qeios, April 18, 2024. http://dx.doi.org/10.32388/fch3nt.

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RESEARCH PURPOSE: The study attempted to find an answer to the effect of celebrity endorsement on customer purchase intention for soft drinks in Tanzania. CONCEPTUAL FOUNDATION: The current study is built on the three main aspects of celebrity endorsement: (source attractiveness, source expertise, and match-up). It was hypothesized that source attractiveness, Source expertise, and match-up positively affect consumer purchase intention of soft drinks in Tanzania. METHOD AND DESIGN: The study employed a cross-sectional research design whereby data was collected from 450 customers of soft drinks

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Swallehe, Omary. "Effects of Celebrity Endorsement on Consumer Purchase Intentions for Soft Drink Products in Tanzania." Qeios 6, no. 8 (2024). https://doi.org/10.32388/fch3nt.2.

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RESEARCH PURPOSE: The study attempted to find an answer to the effect of celebrity endorsement on customer purchase intention for soft drinks in Tanzania. CONCEPTUAL FOUNDATION: The current study is built on the three main aspects of celebrity endorsement: (source attractiveness, source expertise, and match-up). It was hypothesized that source attractiveness, source expertise, and match-up positively affect consumer purchase intention of soft drinks in Tanzania. METHOD AND DESIGN: The study employed a cross-sectional research design whereby data were collected from 450 customers of soft drinks

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Gilal, Naeem Gul, Faheem Gul Gilal, Jing Zhang, Rukhsana Gul Gilal, Zhenxing Gong, and Waseem Gul Gilal. "The role of endorsers in bringing defunct brands back to life: theory and evidence." Journal of Product & Brand Management ahead-of-print, ahead-of-print (2020). http://dx.doi.org/10.1108/jpbm-03-2019-2315.

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Purpose This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportu

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Kumar, Satinder. "An Empirical Analysis of Repulsive Buying Behaviour." Adhyayan: A Journal of Management Sciences 7, no. 02 (2017). http://dx.doi.org/10.21567/adhyayan.v7i02.10756.

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This study endeavours to access repulsive buying behaviour and various variables impacting revolting response of consumer towards aptly marketed product. 292 respondents were analysed from Amritsar and Ludhiana in North India and results were drawn using structural equation modelling, which manifests latent variables i.e. psychological factor, usage of product, lifestyle and opinion and product. Better understanding of repulsive buying behaviour has positive contribution to country’s economic state and also towards quality of product and services. In the recent year’s consumers are showing rev

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Bradley, Margaret. "The Influences of Ad-Targeting on Teen Purchasing Decision Autonomy." Journal of Student Research 11, no. 1 (2023). http://dx.doi.org/10.47611/jsrhs.v11i1.2252.

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 Due to an increased awareness and adherence to the social comparison theory, where individuals have a fundamental need to be liked and ranked amongst their peers, teens fall victim to the wishful identification phenomenon potentially leading to long-term dependence on materialism for fulfilment in life. Influencers derive their social powers from wishful identification because of their seeming relatability, often presenting themselves as ordinary and relatable the status of an influencer appears more commonly achievable than the fame of the typical, mainstream celebrity, microcelebrity

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