Journal of marketing management celebrity

Celebrity Endorsement: A Literature Review: Journal of ...

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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 juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability, and trustworthiness. They trust that these qualities operate in a transferable way, and, will generate desirable ...

Celebrity Endorsement: A Literature Review: Journal of ...

The production and consumption activities relating to the ...

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AbstractThis paper considers the impact of the celebrity artist on the associated production and consumption activities. It also considers the role which entrepreneurial marketing plays in helping to create the celebrity artist aura. The artist Thomas Kinkade is used to illustrate how this occurs in practice. Here, authenticity and nostalgia dimensions are also influential factors.

The production and consumption activities relating to the ...

The Impact of Celebrity Endorsement on Strategic Brand ...

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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 celebrity endorsement on strategic brand management. It established a correlate between the success of celebrity endorsement of brands and the power of

The Impact of Celebrity Endorsement on Strategic Brand ...

Journal of Management and Marketing Research - AABRI

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The Journal of Management and Marketing Research (JMMR) publishes original, unpublished manuscripts related to contemporary issues in management and marketing. Any topic related to management or marketing is appropriate for publication consideration in the journal. This journal is double-blind peer reviewed with an acceptance rate of less than 35%.

Journal of Management and Marketing Research - AABRI

The Effects OF Celebrity Endorsement in Advertisements

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International Journal of Academic Research in Economics and Management Sciences Sep 2014, Vol. 3, No. 5 ISSN: 2226-3624 181 www.hrmars.com Celebrity endorsement if used effectively makes the brand stand out, enhances brand recall and facilitates instant awareness.Celebrity Endorsement is a way to get the brand noticed

The Effects OF Celebrity Endorsement in Advertisements

Celebrity Entrepreneur Endorsement and Advertising ...

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5/15/2014 · Celebrity Entrepreneur Endorsement and Advertising Effectiveness ... Under a Creative Commons license. Abstract. Celebrity endorsement in advertising is a popular strategy worldwide. Celebrities are hired because they are perceived to be more credible endorser of products compared to non-celebrities. ... Journal of Marketing Management, 19, 1(2 ...

Celebrity Entrepreneur Endorsement and Advertising ...

International Journal of Research in Marketing ...

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Read the latest articles of International Journal of Research in Marketing at ScienceDirect.com, Elsevier’s leading platform of peer-reviewed scholarly literature

International Journal of Research in Marketing ...

Role of Relationship Marketing in Competitive Marketing ...

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Journal of Management and Marketing Research Role of Relationship Marketing in Competitive Marketing Strategy Nagasimha Kanagal Indian Institute of Management, Bangalore Abstract Competitive Marketing Strategy (CMS) has relationship marketing (RM) as one of the key functionality in enhancing business performance.

Role of Relationship Marketing in Competitive Marketing ...

Bayram Zafer Erdogan - Google Scholar Citations

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22 rows · This "Cited by" count includes citations to the following articles in Scholar. ... Getting the best …

Bayram Zafer Erdogan - Google Scholar Citations

Celebrity endorsement, brand credibility and brand equity ...

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Purpose – This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser credibility‐brand equity relationship are also to be examined.

Celebrity endorsement, brand credibility and brand equity ...

Celebrity fashion brand endorsement in Facebook viral ...

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Purpose In light of Facebook-based viral marketing and social commerce, the purpose of this paper is to test the moderating role of social identification with the Facebook profile owner (celebrity as aspirational reference group vs ingroup member (college student, same school) vs outgroup member (college student, different school)) in Facebook-based fashion brand marketing and management.

Celebrity fashion brand endorsement in Facebook viral ...

Celebrity | Integrated Marketing Communication Journal

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The use of the celebrity has proven to be a success in the marketing industry. By using such highly proclaimed individuals throughout advertisements, celebrity endorsements have allowed consumers to attach them to the organization’s brand thus benefiting the …

Celebrity | Integrated Marketing Communication Journal

The effectiveness of celebrities in conservation marketing

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Celebrities are frequently used in conservation marketing as a tool to raise awareness, generate funding and effect behaviour change. The importance of evaluating effectiveness is widely recognised in both marketing and conservation but, to date, little research into the effectiveness of celebrity endorsement as a tool for conservation marketing has been published.

The effectiveness of celebrities in conservation marketing

Home | the Journal of Advertising Research

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Journal of Advertising Research Feb 2019, JAR-2019-005; DOI: 10.2501/JAR-2019-005 You have access Dynamic Asymmetric Effects of Cross-Media Exposures over the Purchase Cycle

Home | the Journal of Advertising Research

Journal of Fashion Marketing and Management: An ...

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Journal of Fashion Marketing and Management: An International Journal ... Journal of Fashion Marketing and Management Vol. 13 No. 4, 2009 ... When a company invites a celebrity to endorse a brand ...

Journal of Fashion Marketing and Management: An ...

Journal of Brand Management | RG Journal Impact Rankings ...

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Journal of Brand Management | This bi-monthly publication has established itself as the leading authoritative journal on brand strategy, and draws together cutting-edge analysis and latest ...

Journal of Brand Management | RG Journal Impact Rankings ...

Conceptualization and measurement of celebrity worship ...

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12/24/2010 · Celebrity worship has been conceptualized as having pathological and nonpathological forms. To avoid problems associated with item‐level factor analysis, ‘top‐down purification’ was used to test the validity of this conceptualization. ... Journal of Marketing Management, 31, 5-6, (685), (2015).

Conceptualization and measurement of celebrity worship ...

It Is a Match: The Impact of Congruence between Celebrity ...

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Renaud Lunardo, Olivier Gergaud and Florine Livat, Celebrities as human brands: an investigation of the effects of personality and time on celebrities’ appeal, Journal …

It Is a Match: The Impact of Congruence between Celebrity ...

Celebrity Endorsement : A Strategic Promotion Perspective

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*Faculty member, Apeejay School of Management, Dwarka, New Delhi Celebrity Endorsement : A Strategic Promotion Perspective DR. PUJA KHATRI* The celebrity endorser is a panacea for all marketing woes. It is today a frequently used approach in marketing for all brand building exercises. The star appeal however needs to be perfectly blended

Celebrity Endorsement : A Strategic Promotion Perspective

Brand Awareness: Does Celebrity Endorsement Help

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Global Journal of Management and Business Research, 12(7), 75-82. Han, O. W., & Yazdanifard, R. (2015). The review of the effectiveness of celebrity advertising that influence consumer’s perception and buying behaviour. Global Journal of Management and Business Research: E-Marketing, 15(4), 23-29. 7 Hauser, J. R. (2011).

Brand Awareness: Does Celebrity Endorsement Help

Celebrity Endorsement in Tourism Advertising: Effects on ...

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Tourism Australia and other destination marketing organisations (DMOs) have used celebrities in the past to promote destinations to domestic and international tourists. Through the example of the Australia — A Different Light campaign (2004) this article examines the potential influences of celebrity endorsement on destination image.

Celebrity Endorsement in Tourism Advertising: Effects on ...

American Marketing Association

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Medical Marketing Grew More than $10 Billion Since 1997. Direct-to-consumer ads for health services and prescription drugs have grown most rapidly, from $2.1 billion to $9.6 billion.

American Marketing Association

(PDF) Impact of Celebrity Endorsement on Consumer Buying ...

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Journal of Marketing and Consumer Research www.iiste.org ISSN 2422-8451 An International Peer-reviewed Journal Vol.16, 2015 Impact of Celebrity Endorsement on Consumer Buying Behavior Rizwan Raheem Ahmed1 Sumeet Kumar Seedani2 Manoj Kumar Ahuja2 Sagar Kumar Paryani2 1.Indus University, Karachi, PAKISTAN 2.SZABIST, Karachi, PAKISTAN Abstract Today celebrity …

(PDF) Impact of Celebrity Endorsement on Consumer Buying ...

Economic Value of Celebrity Endorsements: Tiger Woods ...

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In this paper we quantify the economic worth of celebrity endorsements by studying the sales of endorsed products. We do so with the use of two unique data sets consisting of monthly golf ball sales and professional golfer (celebrity) rankings. In particular, we examine the impact Tiger Woods had on sales of Nike golf balls. Our identification of the causal effect of a celebrity is grounded in ...

Economic Value of Celebrity Endorsements: Tiger Woods ...

Sports Celebrity Influence on the Behavioral Intentions of ...

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Sports Celebrity Influence on the Behavioral Intentions of Generation Y - Volume 44 Issue 1 - ALAN J. BUSH, CRAIG A. MARTIN, VICTORIA D. BUSH ... Journal of Marketing Research 15, 4 ... * Views captured on Cambridge Core between . This data will be updated every 24 hours.

Sports Celebrity Influence on the Behavioral Intentions of ...

Marketing Journal

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11/15/2008 · In an ever increasingly competitive online marketing, the use of keywords is becoming of greater importance to web advertisers. A keyword is a specific term or phrase which is used to find a relevant website meaning that if they are not right, traffic won't get to your page and profits will be very hard to come by.

Marketing Journal

What Do We Know About Celebrity Endorsement in Advertising ...

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3/1/2018 · ![Figure][1] Celebrity endorsement in advertising is grounded in a common marketing assumption: Corporations have realized for some time that celebrity endorsers can enhance advertisement credibility and liking as well as brand image, awareness, and purchase behavior. Celebrities have built-

What Do We Know About Celebrity Endorsement in Advertising ...

Brand management - Wikipedia

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In marketing, brand management is the analysis and planning on how a brand is perceived in the market.Developing a good relationship with the target market is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc.

Brand management - Wikipedia

The Impact of Celebrity Expertise on Advertising ...

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The studies in the field of marketing have shown that characteristics of the source will influence persuasiveness of the advertisement. This study evaluates the effect of celebrity expertise on advertising effectiveness. Research participants (N = 109) were selected based on area sampling method. The respondents completed a questionnaire that measured the respondent’s perception of celebrity ...

The Impact of Celebrity Expertise on Advertising ...

Journal of Promotion Management (JournalSeek)

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The Journal of Promotion Management will keep you up to date with cutting edge with applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas.

Journal of Promotion Management (JournalSeek)

Effect of Celebrity Endorsements on Dimensions of Customer ...

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11/20/2016 · Brand equity is a brand’s incremental value due to its name. It has been long argued that brand equity must be the ultimate criterion of success in brand management because brand equity contributes both to long-term sales and long-term profits. Celebrity endorsement has gained prominence as a popular resource for marketing strategies among many firms.

Effect of Celebrity Endorsements on Dimensions of Customer ...

Timothy P. Derdenger - Tepper School of Business ...

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He has publications in Journal of Marketing Research, Marketing Science, Management Science, Quantitative Marketing and Economics, Marketing Letters, and Customer Needs and Solutions. ... Examining the Impact of Celebrity Endorsements across Consumer Segments: An Empirical Study of Tiger Woods' Endorsement Effect on Golf Equipment.

Timothy P. Derdenger - Tepper School of Business ...
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