Matching with the stars: How brand personality determines celebrity endorsement contract formation
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DOI: 10.1016/j.ijresmar.2015.07.002
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Cited by:
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- Benjamin Boeuf & Jessica Darveau, 2019.
"An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity,"
Journal of Business Ethics, Springer, vol. 155(4), pages 1077-1099, April.
- Benjamin Boeuf & Jessica Darveau, 2019. "An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity," Post-Print hal-02988216, HAL.
- Dabiran, Ehsan & Farivar, Samira & Wang, Fang & Grant, Gerald, 2024. "Virtually human: anthropomorphism in virtual influencer marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
- Nistoreanu Puiu & Pelau Corina & Lazar Laura, 2019. "Product versus Celebrity – An eye-tracking experiment for the determination of the attention-catcher in advertising," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 13(1), pages 1079-1086, May.
- Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
- Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
- Kevin Caves & Ted Tatos & Augustus Urschel, 2022. "Are the Lowest-Paid UFC Fighters Really Overpaid? A Comment on Gift (2019)," Journal of Sports Economics, , vol. 23(3), pages 355-365, April.
- Paul Gift, 2022. "Reply to the Caves et al. Comment on “Moving the Needle in MMA: On the Marginal Revenue Product of UFC Fightersâ€," Journal of Sports Economics, , vol. 23(3), pages 366-373, April.
- Foutz, Natasha Zhang, 2017. "Entertainment Marketing," Foundations and Trends(R) in Marketing, now publishers, vol. 10(4), pages 215-333, October.
- Suzanne Billot & Gaelle Pantin-Sohier & Romain Sohier & Alice Sohier, 2021. "Does the rap wear Dior? The impact of rap endorser on luxury brand personality," Post-Print hal-03632422, HAL.
- Paul Gift, 2020. "Moving the Needle in MMA: On the Marginal Revenue Product of UFC Fighters," Journal of Sports Economics, , vol. 21(2), pages 176-209, February.
- Daniel Blaseg & Lars Hornuf, 2024. "Playing the Business Angel: The Impact of Well-Known Business Angels on Venture Performance," Entrepreneurship Theory and Practice, , vol. 48(1), pages 171-204, January.
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Keywords
Celebrity endorsements; Brand personality; Brand alliances; Two-sided matching;All these keywords.
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