Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?
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DOI: 10.1016/j.jbusres.2017.08.002
Abstract: 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 consumer functions as an outsider of the celebrity–brand dyad, even though… read more here.
Keywords: celebrity; congruency; brand celebrity; celebrity brand ... See more keywords
The Effect of Natural Celebrity–Brand Association and Para-Social Interaction in Advertising Endorsement for Sustainable Marketing
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DOI: 10.3390/su12156215
Abstract: Celebrity endorsement has been regarded as an effective strategy for enterprises to implement sustainable marketing strategies. However, frequent use of celebrity ads renders consumers skeptical of the ads’ and celebrity’s profit-making intent, which may adversely… read more here.
Keywords: celebrity; celebrity brand; natural celebrity; brand ... See more keywords