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

Celebrity credibility constitutes a significant portion of the celebrity brand endorsement
literature. While this field of research is mature with a rich history of 45 years, it lacks a …

Brand endorsers can contribute to a brand's success or failure (in the case of endorser
transgressions). Recent advancements in technology have produced new, nonhuman …

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 …

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 …

Utilizing social media celebrities as a communication channel has become a strategic
practice for many organizations. By using the concepts of celebrity endorsement and …

An online experiment examined the effects of Instagram posts' source types and product-
placement types on brand attitude and credibility perception. A 2 (source: brand versus …

This fully updated third edition provides students and researchers with the tools they need to
perform critically engaged, theoretically informed research using methods that include …

The celebrity credibility scale developed by Singh and Banerjee [Singh, RP, & Banerjee,
N.(2018). A study on exploring the factors influencing celebrity endorsement credibility …

Drawing on signalling theory, this study aims to fill a gap in knowledge by examining the
effects of celebrity trust on advertising credibility, brand credibility and corporate credibility …