This study investigates the impact of celebrity endorsement and the moderating effect of
negative publicity on consumer purchase intention or attitudes in an emerging market …

The use of celebrities in marketing communications has become the practice of the major
companies in the emplacement of the brand in the mind of consumers. Firms are making …

Purpose–This study seeks to investigate the relationship among attractiveness of female
athlete endorsers, product/service match‐up, and consumers' purchase intention within the …

Scholars around the world have studied electronic word of mouth (eWOM) heavily in the
past decade. However, despite extensive knowledge of the effect of eWOM on consumer …

The billions of dollars spent per year on celebrity endorsement contracts show that
celebrities, like Liz Hurley, Britney Spears and Tiger Woods, play an important role for the …

Research on celebrity endorsements has been exhaustive. The purpose of this article is to
empirically investigate the influence of celebrities on buying behavior and the role of …

Celebrities have been involved in endorsing various activities since the eighteenth century.
This article focuses on five aspects: to examine the present status of literature available on …

The financial services sector is characterised by a high level of consumer perceived risk and
irrational behaviour in decision-making, which is predominantly influenced by the effect of …

The authors propose that not only does sponsorship‐linked marketing influence attitudes
towards the sponsor, but that the relationship is that of an S‐shaped curve where the …

The purpose of this study is to explore the impact of celebrity endorsement on consumer's
buying intentions. This study concentrated on discovering the thoughts of Pakistani …