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Celebrities in Advertising: Looking for Congruence or Likability?

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  1. Moldovan Răzvan A. & Ciornea Raluca, 2019. "The Effect of Online Unpaid Reviews made by Renowned Vloggers: the Case of Smartphones," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 18-34, December.
  2. Xu, Zhen & Islam, Tahir & Liang, Xiaobei & Akhtar, Naeem & Shahzad, Mohsin, 2021. "‘I'm like you, and I like what you like’ sustainable food purchase influenced by vloggers: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
  3. Wan Su & Yangchun Li & Huichuan Zhang & Tiandong Wang, 2023. "How the attributes of content distributors influence the intentions of users to pay for content shared on social media," Electronic Commerce Research, Springer, vol. 23(1), pages 407-441, March.
  4. Bo-Chiuan Su & Li-Wei Wu & Hongxi Lin & Chieh-An Lin, 2023. "The Mediating Effect of Herd Behavior and Brand Attitude towards the Impact of Spokesman Credibility, Source Fit, and Online Word-of-Mouth on Purchase Intention," Sustainability, MDPI, vol. 15(1), pages 1-21, January.
  5. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
  6. Regina Burnasheva & Yong Gu Suh, 2021. "The Impact of Celebrity Endorsement on Brand Loyalty: Mediating and Moderating Mechanisms," International Business Research, Canadian Center of Science and Education, vol. 14(2), pages 1-29, February.
  7. Chang Joseph W., 2017. "Moral character effects in endorser perception," Management & Marketing, Sciendo, vol. 12(2), pages 171-188, June.
  8. Băcilă Mihai F. & Ciornea Raluca & Drule Alexandra M. & Cohut Andreea M., 2019. "Investigation of the Attitudes Towards Celebrities Endorsed Advertisements – Audience Groups Comparison," Marketing – from Information to Decision Journal, Sciendo, vol. 2(2), pages 5-17, December.
  9. Belanche, Daniel & Flavián, Carlos & Pérez-Rueda, Alfredo, 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 75-88.
  10. Mahdavi Mehdi & Barbosa Belem & Oliveira Zaíla & Chkoniya Valentina, 2019. "Scents of celebrities: Endorsers’ impact on buyers’ online perfume purchase," Management & Marketing, Sciendo, vol. 14(3), pages 304-317, September.
  11. Kim, Do Yuon & Kim, Hye-Young, 2021. "Influencer advertising on social media: The multiple inference model on influencer-product congruence and sponsorship disclosure," Journal of Business Research, Elsevier, vol. 130(C), pages 405-415.
  12. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
  13. Abhishek & Sahay, Arvind, 2013. "Role of culture in celebrity endorsement: Brand endorsement by celebrities in Indian context," IIMA Working Papers WP2013-07-01, Indian Institute of Management Ahmedabad, Research and Publication Department.
  14. Maria Teresa Cuomo & Pantea Foroudi & Debora Tortora & Shahzeb Hussain & T.C. Melewar, 2019. "Celebrity Endorsement and the Attitude Towards Luxury Brands for Sustainable Consumption," Sustainability, MDPI, vol. 11(23), pages 1-21, November.
  15. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
  16. Campbell, Colin & Farrell, Justine Rapp, 2020. "More than meets the eye: The functional components underlying influencer marketing," Business Horizons, Elsevier, vol. 63(4), pages 469-479.
  17. Souheila Kaabachi & Mohamed Karim Kefi & Monyédodo Régis Kpossa & Ahmed Anis Charfi, 2021. "Celebrity Endorsement vs Influencer Endorsement for Financial Brands: What does Gen-Z think?," Post-Print hal-03767446, HAL.
  18. . Abhishek & Arvind Sahay, 2013. "Role of Culture in Celebrity Endorsement: Brand Endorsement by Celebrities in Indian Context-A Review, Synthesis and Research Propositions," Working Papers id:5432, eSocialSciences.
  19. Ullah, Subhan & Attah-Boakye, Rexford & Adams, Kweku & Zaefarian, Ghasem, 2022. "Assessing the influence of celebrity and government endorsements on bitcoin’s price volatility," Journal of Business Research, Elsevier, vol. 145(C), pages 228-239.
  20. Waleed Yahya Yousef, 2023. "The Influence of a Country’s Sustainable Development on Likeability, Intention to Travel, and Country Image: A Case Study from Saudi Arabia," Sustainability, MDPI, vol. 15(7), pages 1-17, March.
  21. Abdullah Malik & Bushan D. Sudhakar & Dhruv Shankar Dutta, 2018. "Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 75-87, January.
  22. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
  23. Adel A. Al-Wugayan, 2023. "Celebrity appeal effectiveness in donating to the cause: Popular Culture vs. Religious Celebrities," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 369-391, June.
  24. Yin, Cheng-Yue & Poon, Patrick & Su, Jing-Lei, 2017. "Yesterday once more? Autobiographical memory evocation effects on tourists' post-travel purchase intentions toward destination products," Tourism Management, Elsevier, vol. 61(C), pages 263-274.
  25. Amir Hossein Salimi & Amir Noori & Hossein Bonakdari & Jafar Masoompour Samakosh & Ehsan Sharifi & Mohammadreza Hassanvand & Baharam Gharabaghi & Mehdi Agharazi, 2020. "Exploring the Role of Advertising Types on Improving the Water Consumption Behavior: An Application of Integrated Fuzzy AHP and Fuzzy VIKOR Method," Sustainability, MDPI, vol. 12(3), pages 1-33, February.
  26. V. U. Vinitha & Deepak S. Kumar & Keyoor Purani, 2021. "Biomorphic visual identity of a brand and its effects: a holistic perspective," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 272-290, May.
  27. Yuanyuan Zhou & Qian Li & Shiyang Gong & Daniel P. Hampson & Zhicen Liu, 2023. "Looking back is better than looking forward: visualization, temporal frames, and new product evaluation in China," Asian Business & Management, Palgrave Macmillan, vol. 22(3), pages 829-856, July.
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