Role of celebrity in cause related marketing
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DOI: 10.1007/s12208-017-0176-0
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References listed on IDEAS
- Lafferty, Barbara A., 2007. "The relevance of fit in a cause-brand alliance when consumers evaluate corporate credibility," Journal of Business Research, Elsevier, vol. 60(5), pages 447-453, May.
- McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
- Kahle, Lynn R & Homer, Pamela M, 1985. "Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(4), pages 954-961, March.
- Lafferty, Barbara A. & Edmondson, Diane R., 2014. "A note on the role of cause type in cause-related marketing," Journal of Business Research, Elsevier, vol. 67(7), pages 1455-1460.
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Cited by:
- Hina Yaqub Bhatti & M. Mercedes Galan-Ladero & Clementina Galera-Casquet, 2023. "Cause-related marketing: a systematic review of the literature," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(1), pages 25-64, March.
- Jublee, Daniel Inbaraj & Kasilingam, Dharun & Stephen, Gladys, 2023. "Investigating the impact of brand vs cause interaction on cause related advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
- Thamaraiselvan Natarajan & Daniel Inbaraj Jublee & Dharun Lingam Kasilingam & Gladys Stephen, 2018. "The moderating role of social themes in cause-related marketing advertisements," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(4), pages 433-454, December.
- Shiwangi Singh & Sanjay Dhir, 2019. "Structured review using TCCM and bibliometric analysis of international cause-related marketing, social marketing, and innovation of the firm," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 335-347, December.
- Kara Chan & Ting Zhang, 2019. "An exploratory study on perception of celebrity endorsement in public services advertising," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 195-209, December.
- Passent Tantawi & Heba Sadek, 2019. "The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 16(2), pages 293-311, December.
- Madhurima Deb, 2021. "The impact of scepticism in cause-related marketing campaigns on audiences’ behavioural intentions with religiosity as a moderator," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(3), pages 387-401, September.
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Keywords
Cause-related marketing; Celebrity credibility; Brand credibility; Purchase Intention; Celebrity-cause fit; Celebrity brand fit;All these keywords.
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