This paper presents a narrative review of celebrity endorsement research. The review
identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign …

Half a century of research on celebrity endorsement has led to the advancement of four
grand celebrity endorsement theories. Most scholars have adopted the meaning transfer …

This research introduces attitude towards the endorsement as a mediating variable in the
relationships between celebrity source and endorsement factors and brand attitude. It also …

Purpose The purpose of this paper is to perform an integrative analysis, mapping the main
areas of the celebrity endorsement literature of the last 20 years, offering a taxonomy of …

This paper presents the results of a content analysis study that examined the use of celebrity
endorsers in magazine advertising. Advertisements appearing in 37 different magazines …

Endorsement studies have gained complexity with the possibilities created by social media
platforms, where ordinary consumers can achieve celebrity status and rise to the level of …

This study examines the impacts of self-congruity and source credibility (ie, attractiveness,
trustworthiness, and expertise) on consumer responses to coffeehouse advertising. This …

Despite companies' wishes to publicise their corporate social responsibility (CSR) activities,
communication remains a challenge. This research study tries to contribute to the literature …

This paper aims to investigate how supporters perceive and react to environmental
messages that call for reducing the environmental impact of sporting events. Based on …

Purpose Social commerce has brought about a significant transformation in consumer
experience due to diverse factors. As a result, users often find themselves prone to impulsive …