Journal ArticleDOI
An Exploratory Study in Celebrity Endorsements
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In this article, the first two questions relate to locating, in the consumer's perceptual space, the relative position of I, i.e., the relative positions of I and I.Abstract:
This study raises three questions and attempts to provide tentative explanations for them. The first two questions relate to locating, in the consumer's perceptual space, the relative position of I...read more
Citations
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Analysis of the factors affecting customers' purchase intention: The mediating role of perceived value
TL;DR: In this paper, the authors examined the performance of intellectual capital (IC) of insurance sector of Pakistan for year 2009 and explored various determinants of IC and its impact on financial performance.
Posted Content
Influence of Celebrity Endorsement on Consumer Purchase Intention for Existing Products: A Comparative Study
TL;DR: In this article, a sample of 300 consumers was taken to assess the contrast between Indian and Pakistani celebrity endorsement effects on purchase intention in Pakistan, with no major difference by country origin of celebrity.
Posted Content
The Relative Effectiveness of Celebrity Endorsement for Print Advertisement
Irene Roozen,Christel Claeys +1 more
TL;DR: In this article, the authors investigated the effect of celebrity endorsers with good or bad fit, an unknown endorser, and compared this to an endorser free control condition, and concluded that celebrity endorsement is not always effective.
Journal ArticleDOI
Breaking through the Clutter in Media Environment: How Do Celebrities Help?
TL;DR: In this paper, the authors discuss how the marriage works between the brand and celebrity, and describe the benefits accrue from celebrity endorsement and warn of potential dangers of the strategy, and conclude that celebrity endorsement is not without potential risks.
Journal ArticleDOI
IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMERS' PURCHASE INTENTION: A Study of Indian Consumers
TL;DR: In this paper, a survey of 336 Indian respondents who are exposed to celebrity endorsements for various products/brands, the authors tried to find out the impact of celebrity endorsements on consumers' purchase intention.
References
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Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: Although a considerable amount of research in personality psychology has been done to conceptualize human personality, identify the “Big Five” dimensions, and explore the meaning of each dimension,... as mentioned in this paper
Journal ArticleDOI
Dimensions of Brand Personality
TL;DR: In this article, the authors developed a theoretical framework of the brand personality construct by determining the number and nature of dimensions of brand personality (Sincerity, Excitement, Competence, Sophistication, and Ruggedness).
Journal ArticleDOI
Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process
TL;DR: In this paper, an alternative meaning transfer model is proposed, which shows how meanings pass from celebrity to product and from product to consumer, and the implications of this model for our understanding of the consumer society are considered.
Journal ArticleDOI
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
TL;DR: The authors developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness of celebrity endorsers, which was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested.
Journal ArticleDOI
Celebrity Endorsement: A Literature Review
TL;DR: In this paper, the authors explore variables which may be considered in any celebrity selection process by drawing together strands from various literature, and explore how to select and retain the "right" celebrity among many competing alternatives, while avoiding potential pitfalls.