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Articles (180)

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1-10 of 180 results for celebrity branding

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Select article: The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

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Research article

First published 2017-12

The Impact of Celebrity Expertise on Advertising Effectiveness: The Mediating Role of Celebrity Brand Fit

Tijo Thomas, Johney Johnson

Vision: The Journal of Business Perspective

Select article: Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

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Research article

First published 2021-3

Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

Yadvinder Parmar, Bikram Jit Singh Mann

Journal of Creative Communications

Select article: Exploring the Link Between Stability and Brand Loyalty: Insights from Celebrity Personal Brand

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Research article

First published 2025-12

Exploring the Link Between Stability and Brand Loyalty: Insights from Celebrity Personal Brand

Shibin K, Abdul Azees P

Metamorphosis: A Journal of Management Research

Select article: Brand evaluations in sponsorship versus celebrity endorsement

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Research article

First published 2023-1

Brand evaluations in sponsorship versus celebrity endorsement

Oliver Schnittka, Julian Hofmann, Marius Johnen [...]

International Journal of Market Research

Select article: Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases

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Research article

First published 2010-12

Dilution and Enhancement of Celebrity Brands through Sequential Movie Releases

Lan Luo, Xinlei (Jack) Chen, Jeanie Han [...]

Journal of Marketing Research

Select article: The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

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Research article

First published 2025-10

The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

Namrata, Yadvinder Parmar

Global Business Review

Select article: Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image

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Research article

First published 2018-1

Management-based Factors of Sports Celebrity Endorsement and Effect on Brand Image

Abdullah Malik, Bushan D. Sudhakar, Dhruv Shankar Dutta

IIM Kozhikode Society & Management Review

Select article: Exploring the Influence of Celebrity Credibility on Brand Attitude,Advertisement Attitude and Purchase Intention

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Research article

First published 2018-12

Exploring the Influence of Celebrity Credibility on Brand Attitude,Advertisement Attitude and Purchase Intention

Ramendra Pratap Singh, Neelotpaul Banerjee

Global Business Review

Select article: Spaces of hope,enlivenment and entanglement: Explorations in the spatial logic of celebrity culinary brands

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Research article

First published 2013-3

Spaces of hope,enlivenment and entanglement: Explorations in the spatial logic of celebrity culinary brands

Paul Hewer, Douglas Brownlie

Journal of Consumer Culture

Select article: Effect of Celebrity Endorsements on Dimensions of Customer-based Brand Equity: Empirical Evidence from Indian Luxury Market

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Research article

First published 2016-11

Effect of Celebrity Endorsements on Dimensions of Customer-based Brand Equity: Empirical Evidence from Indian Luxury Market

Rajesh Sharma

Journal of Creative Communications

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