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Research article

First published 2019-9

The Effect of Celebrity Trustworthiness on Endorsement Effectiveness: A Comparison of Congruence and Hybrid Model

Tijo Thomas, Johney Johnson

Vision: The Journal of Business Perspective

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Research article

First published 1978-09

Correlates Of Trustworthiness For Celebrities

Hershey H. Friedman, Michael J. Santeramo, Anthony Traina

Journal of the Academy of Marketing Science

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Research article

First published 2025

What Determines Attitude and Intention Toward Continuous Usage of Fantasy Cricket Apps? Evidence From Cricket-Loving Country

Manisha Saini, Vinay Sharma, Pankaj Kumar [...]

Communication & Sport

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Research article

First published 2018-5

When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements

Karen Page Winterich, Manish Gangwar, Rajdeep Grewal

Journal of Marketing

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Research article

First published 2020-12

Moderating Role of Education and Gender on the Effects of Celebrity Endorsement on Strength,Uniqueness,and Favourability in Brand Association: Evidence from India

Aarti Saini, Satyanarayana Parayitam

Asia-Pacific Journal of Management Research and Innovation

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Research article

First published 2000-12

Effect of Public Disgrace on Celebrity Endorser Value

David H.B. Bednall, Anthony Collings

Australasian Marketing Journal

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Research article

First published 2018-3

Celebrity-endorsed e-cigarette brand Instagram advertisements: Effects on young adults’ attitudes towards e-cigarettes and smoking intentions

Joe Phua, Seunga Venus Jin, Jung Min Hahm

Journal of Health Psychology

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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

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Research article

First published 2008-01

Understanding the use of celebrity endorsers for hospitality firms

Vincent P. Magnini, Earl D. Honeycutt, Ashley M. Cross

Journal of Vacation Marketing

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Research article

First published 2012-6

Celebrity Endorsement—The North–South Divide

Ramakrishnan Venkatesakumar, Ramachandran Sathyanarayanan, A.S. Sathish

Asia-Pacific Journal of Management Research and Innovation

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