Jasmina Ilicic

TL;DR: The authors examined consumer-celebrity attachment within multiple endorsement situations and found that a 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation, while a 3 × 3 factorial model was used to measure the attachment strength.

TL;DR: In this article, the authors examined the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand and found that consumers perceive a mismatch between the celebrity and brand and when presented with irrelevant information supplied by a celebrities in addition to relevant brand information.

TL;DR: The authors investigated Australian consumer attitudes towards current advertisements portraying males as caregivers and found that consumers who hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies.

TL;DR: In this paper, the authors examined the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand and found that consumers perceive a mismatch between the celebrity and brand and when presented with irrelevant information supplied by a celebrities in addition to relevant brand information.

TL;DR: In this article, the authors developed a scale through two purification stages and then assessed the scale's predictive validity for various product and service brands, and demonstrated the predictive validity of relational authenticity by identifying it as a stronger predictor of brand attitudes and purchase intentions than brand attachment.