This study investigates the impact of celebrity endorsement and the moderating effect of
negative publicity on consumer purchase intention or attitudes in an emerging market …

Purpose The purpose of this paper is to conceptualise and provide a future research agenda
for (in) congruence regarding cues between products, brands and atmospheres …

Purpose Advertisers use various tactics to influence consumer purchases and create
positive associations with their brands. The purpose of this study is to explore the formation …

Purpose The purpose of this paper is to explore the effectiveness of brand communication
activities on Facebook, Twitter, and Instagram among major Indonesian brands by …

We examine whether image congruence (IC) of celebrities have significant effect on
purchase intention (PI) and whether attitude towards brand and attitude towards …

This paper aims to perform a comprehensive analysis, mapping the main areas of the
endorser marketing literature of the last ten years and offering a classification of the subject …

Are rational (emotional) advertising appeals more congruent with healthy (indulgent)
products? Prior research shows inconsistent results on the congruency effect between …

Purpose Image congruence is one central metrics that significantly influences image
transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and …

Purpose The purpose of this paper is to outline the contributions presented in this special
section on the selfie phenomenon and its significance for marketing practice and …

Brands often employ spokespersons to serve as the face of their organization and
spokespersons characteristics can influence consumer behavior. We examined whether a …