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

This systematic review of sponsorship-linked marketing from 1996 to 2017 analyzes the
current state of research. The overarching conclusion is that there is a surplus of research …

Influencer marketing is the practice of compensating individuals for posting about a product
or service on social media. Influencer marketing is on the rise, and many marketers now …

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The notion of self-branding has drawn myriad academic responses over the last decade.
First popularised in a provocative piece published in Fast Company, self-branding has been …

As valuable assets of corporations, governments and not-for-profit organizations, brands
have attracted considerable research attention. We know a lot about how brands create …

The seventh edition of this field-leading textbook provides an accessible and rigorous
presentation of major theories of persuasion and their applications to a variety of real-world …

Corporate reputation and reputation risk are becoming increasingly relevant for firms, also
caused by its relevance for firm value. In this context, this paper provides a comprehensive …

Sports contexts are increasingly used in management research to test and develop theory
and explore managerially relevant phenomena. This growth in publications is likely driven …

The use of celebrity endorsements varies across countries; does their effectiveness similarly
vary across cultures? The authors propose that power distance beliefs (PDB), a cultural …