From endorsement to celebrity co-branding: Personality transfer
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DOI: 10.1057/bm.2014.7
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Cited by:
- Weeks, Jessica Babin & Smith, Keith Marion & Hulland, John, 2021. "Consumer brand curation on social shopping sites," Journal of Business Research, Elsevier, vol. 133(C), pages 399-408.
- Alicia Kulczynski & Stacey Brennan & Jasmina Ilicic, 2021. "A spokesperson with any name won’t be as charming: the phonetic effect of spokesperson name and gender on personality evaluations," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 221-239, March.
- Tijo Thomas & Johney Johnson, 2019. "The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model," Vision, , vol. 23(3), pages 275-286, September.
- Imene Becheur & Oula Bayarassou & Hela Ghrib, 2017. "Beyond Brand Personality: Building Consumer–Brand Emotional Relationship," Global Business Review, International Management Institute, vol. 18(3_suppl), pages 128-144, June.
- Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
- Zhang, Yicong & Guo, Xiaoling, 2023. "“New and old†: Consumer evaluations of co-branding between new brands and Chinese time-honored brands," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
- Eunah Yu & Junghyun Kim, 2020. "The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors," Sustainability, MDPI, vol. 12(3), pages 1-13, January.
- Jasmina Ilicic & Stacey M Baxter & Alicia Kulczynski, 2016. "The impact of age on consumer attachment to celebrities and endorsed brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 273-288, May.
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Keywords
Brand ambassador; Brand personality; Co-branding; Endorsement;All these keywords.
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