Use of celebrities as part of marketing communications strategy is a fairly common practice
for major firms in supporting corporate or brand imagery. Firms invest significant monies in …

Although a number of scholars have investigated effective celebrity endorser characteristics
with consumer samples using experimental methods, there is only one study by Miciak and …

Influencer marketing has become increasingly important in the field of marketing
communication as an effective way to reach the appropriate target group. Using their own …

This case study examines the use of celebrity endorsement in the formation of the retail
image of leading European grocery distribution group J. Sainsbury, in particular, the process …

Target marketing is an increasingly crucial component of marketing strategy, particularly
given the expanding cultural diversity of the nation's population. Prior research suggests …

We studied consumer perceptions of celebrity endorsements from a cross-cultural
perspective. In empirically examining consumer perception of celebrity endorsement, we …

Celebrity endorsement has been established as one of the most popular tools of advertising
in recent time. It has become a trend and perceived as a winning formula for product …

Use of celebrity endorsers has become a widely employed marketing communication
strategy. One of the key issues of this strategy is to decide which celebrity to employ. Even …

Celebrity endorsement is a widely used tactic in marketing and much research has been
done on the selection and effect of celebrity endorsement. This article looks at consumer …

The essence strategic marketing for profitable value delivery process in present day hyper
competitive economy is found to incontrovertible. This research investigates the impact of …