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

Corporate social responsibility (CSR) activities have the potential to create stronger
relationships between firms and stakeholders. Although marketing researchers have studied …

Influencers increasingly provide sources of information and innovation to followers.
Grounded in balance, cognitive dissonance, and congruity theories, the current article …

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 …

In cultural heritage sites around the globe, augmented reality (AR) is being utilized as a tool
to provide visitors with better experiences while preserving the integrity of the sites …

Welcome to the third edition of The Psychology of Attitudes & Attitude Change. As you would
expect, this edition contains many new developments. As a starting point, Bas Verplanken …

Several studies have focused on the effects of corporate social responsibility (CSR) fit on
external stakeholders' evaluations of CSR activities, attitudes towards companies or brands …

One common obstacle to the audience's embracing the persuader's advocated action or
viewpoint is the audience's current attitudes, that is, the audience's general evaluations (of …

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 …

This research extends previous findings related to the positive influence of company
credibility on a social Cause–Brand Alliance's (CBA) persuasion mechanism. This study …