The use of celebrity endorsement in advertising and branding has set a global trend and
proven to be a winning strategy in building a favourable image of a corporation. Although …

Purpose The purpose of this study is to determine the influence of celebrity credibility
(trustworthiness, attractiveness and expertise) on risk perception and buying intention of …

While considerable effort is invested in rhino horn demand reduction campaigns, it is
unclear to what extent users are exposed to and accept the messages in these ads. 2. We …

This paper aims to explore the role of celebrity chefs and gourmets in culinary destination
marketing based on the perceptions of celebrity chefs and gourmets. Drawing on qualitative …

The present study explores and analyzes the role of humor in the advertisement as the
message in advertisements keeps a pivotal value constructing and promoting the idea of …

Celebrity endorsement is a persuasion strategy in which customers identify with the person
featured in an advertisement. Celebrities promote services and products in ways that serve …

ABSTRACT Research question Contextualized in Chinese fans' backlash of NBA
advertisements' featuring Xukun Cai, an effeminate idol belonging to the stigmatized 'little …

Reklamlarda tüketicilerin dikkatini çekmek ve markanın tüketicilerin zihninde yer edinmesini
sağlamak amacıyla çeşitli yöntemlerden faydalanılmaktadır. Bu yöntemlerden biri olan …

Kopi chuseyo is a coffee shop that stands in the middle of the proliferation of k-popers in
indonesia. this coffee shop with a k-pop nuance gets loyal customers and has high …

Abstract Brand Loyalty is the Holy Grail for any organization no matter how big or small. Ever
since the inception of the concept of marketing, companies have fought with the challenges …