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Date: 2016
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/1068959
Description: Celebrity brand authenticity is introduced as a construct that represents consumer perceptions of celebrities being "true to oneself" in their behaviors and interactions with consumers. A scale is dev ... More
Reviewed: Reviewed
Date: 2015
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/353588
Description: Purpose-This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach-This stu ... More
Reviewed: Reviewed
Date: 2014
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/321638
Description: This paper applies Gestalt psychology and associative network theory to examine the effect of eclipsing in celebrity endorsement on consumer attitude towards the endorsed brand. Eclipsing occurs when ... More
Reviewed: Reviewed
Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/303252
Description: This research furthers our understanding of brand authenticity by conceptualising and measuring relational authenticity as brands being true in their relationships with consumers. We develop a scale t ... More
Reviewed: Reviewed
Date: 2013
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/216837
Description: This study examines the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand. Three experimental condition ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/143890
Description: This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while cont ... More
Reviewed: Reviewed
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