A consumer typology based on celebrity endorsement factors
Celebrity endorsement is one of the most prominent advertising and promotional strategies
used by organizations to seek consumer attention. It has been examined extensively by …
used by organizations to seek consumer attention. It has been examined extensively by …
Impact of antecedents of celebrity-product congruence on value transfer and purchase intention: moderating effect of cognitive strength and over-endorsement
This research explores the effect of celebrity components–entertainment, attractiveness,
intense attachment, and celebrity-product congruence–on consumers' value transfer and …
intense attachment, and celebrity-product congruence–on consumers' value transfer and …
[PDF][PDF] Faculty of Arts Department of Media and Communication Sciences
AMAH Elsamni - 2022 - researchgate.net
This study examines the role of celebrity endorsement on social networks, represented by
Instagram, in the formation of brand attitudes among the Egyptian youth. Two studies were …
Instagram, in the formation of brand attitudes among the Egyptian youth. Two studies were …