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Celebrity endorsements: a literature review and research agenda
This paper presents a narrative review of celebrity endorsement research. The review
identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign …
identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign …
Celebrity influences on consumer decision making: New insights and research directions
Throughout human history, people have expressed admiration for heroes who possessed
extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities …
extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities …
“Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy
The unprecedented interactivity of social media has empowered social media influencers to
develop close relationships with their followers, and such relationships carry important …
develop close relationships with their followers, and such relationships carry important …
[HTML][HTML] When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations
This study examines how a celebrity endorser's key associations can complement and help
improve a brand's low corresponding associations. By conducting three studies, we find that …
improve a brand's low corresponding associations. By conducting three studies, we find that …
Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness
Building upon the theory of meaning transfer, this study examines how non-evaluative
associations, negative (eg crazy) and positive (eg brave), are transferred from celebrities to …
associations, negative (eg crazy) and positive (eg brave), are transferred from celebrities to …
Consumer, brand, celebrity: which congruency produces effective celebrity endorsements?
Celebrity endorsement research mainly focuses on celebrity–brand congruency, presented
as a primary condition for the success of these marketing communications. In this view, the …
as a primary condition for the success of these marketing communications. In this view, the …
The effect of celebrity endorsement on instagram fashion purchase intention: The evidence from Indonesia
H Herjanto, M Adiwijaya, E Wijaya, H Semuel - 2020 - ceeol.com
To maintain the significantly positive influence of celebrity endorsement (CE) on Instagram
user consumption behavior, scholars and business practitioners are motivated to have a …
user consumption behavior, scholars and business practitioners are motivated to have a …
Exploring brand personality–celebrity endorser personality congruence in celebrity endorsements in the Indian context
The objective of the research reported in this paper was to develop and test a model of
brand personality–celebrity endorser personality congruence and its impact on consumers' …
brand personality–celebrity endorser personality congruence and its impact on consumers' …
The Role of Organizational Citizenship Behavior in Mediating the Relationship Between Organizational Culture and Job Satisfaction with Employee Performance
T Setyowati, BT AZ, DS K TOBING, N Qomariah - 2021 - repository.unej.ac.id
The role of private universities in the intellectual life of the nation is very meaningful. This is
evidenced by the increasing number of private universities participating in improving higher …
evidenced by the increasing number of private universities participating in improving higher …
Sportswashing: exploiting sports to clean the dirty laundry
Sportswashing became a current media topic in the run-up to and during the Qatar 2022
Men's FIFA World Cup. However, there is no consensus on what the term means, and there …
Men's FIFA World Cup. However, there is no consensus on what the term means, and there …