This article introduces the celebrity capital life cycle as a structuring framework for the
literature on celebrity endorsement. This framework comprises four stages: acquisition …

Purpose As the superiority of sports celebrities' endorsements has been questioned, the
purpose of this study is to identify various types of endorsers' direct and indirect effects on …

Although there are many attempts to define celebrity endorsement (Fang & Jian, 2015), one
of the popular versions was proposed by Bergkvist and Zhou (2016, p. 3) and refers to “an …

In meeting the changing demands of authenticity and visibility in social media, performances
of identity and connections are discussed to entail new sociotechnical labours and digital …

The main aim of the study is to establish the effects of online unpaid reviews posted by
internet celebrities (renowned vloggers) on audience's purchase intention, product …

The use of celebrities for endorsement activities is a well established part of the marketing
communication strategy. Yet, the communication “playground” is changing as we witness …

Didėjanti prekių pasiūla skatina konkurenciją, o dėl globalizacijos prekės ženklams vis
sunkiau atkreipti vartotojų dėmesį, išryškinti vertę ir išsiskirti iš kitų. Dėl to organizacijos …

South Africa is a country with a heavy political past, having gone through colonialism, and
Apartheid. The country'history brewed ideologies of exclusion and inclusion, empowerment …