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Brand Personification through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising
16 references·16 citing·33 second hopsampled
Brand Personification through the Use of Spokespeople: An Exploratory Study of Ordinary Employees, CEOs, and Celebrities Featured in Advertising (2013)Brand Personification through the Use of …Celebrity endorsement, brand credibility and brand equity (2011)Celebrity endorsement, brand …The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs (2000)The Match-Up Hypothesis: Phys…Celebrity Endorsement: A Literature Review (1999)Celebrity Endorsement: A Lite…Consumers and Their Brands: Developing Relationship Theory in Consumer Research (1998)Consumers and Their Brands: D…Dimensions of Brand Personality (1997)Dimensions of Brand Personali…Dimensions of Brand Personality (1997)Dimensions of Brand Personali…Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Conceptualizing, Measuring, a…The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase (1991)The Impact of Celebrity Spoke…Celebrity spokesperson and brand congruence (1990)Celebrity spokesperson and br…Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process (1989)Who is the Celebrity Endorser…Using Drama to Persuade (1989)Using Drama to PersuadeThe Rule of Metaphor : Multi-disciplinary Studies of the Creation of Meaning in Language (1986)The Rule of Metaphor : Multi-…Strategic Brand Concept-Image Management (1986)Strategic Brand Concept-Image…Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective (1985)Physical Attractiveness of th…Endorser Effectiveness by Product Type (1979)Endorser Effectiveness by Pro…The Influence of Source Credibility on Communication Effectiveness (1951)The Influence of Source Credi…Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true? (2024)Text mining analysis of retai…Consumer acceptance of urban drone delivery: The role of perceived anthropomorphic characteristics (2024)Consumer acceptance of urban …Anthropomorphic brand management: An integrated review and research agenda (2022)Anthropomorphic brand managem…Celebrity CEOs’ credibility, image of their brands and consumer materialism (2021)Celebrity CEOs’ credibility, …When brands use CEOs and employees as spokespersons (2020)When brands use CEOs and empl…The impact of collective brand personification on happiness and brand loyalty (2020)The impact of collective bran…Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling (2020)Telling a different story: Ho…Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR (2020)Employees as information infl…Endorsement and visual complexity in food advertising on Instagram (2019)Endorsement and visual comple…Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements (2018)Who is the Celebrity Endorser…The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification (2017)The effect of verbal brand pe…Emotional appeals in UK business-to-business financial services advertisements (2017)Emotional appeals in UK busin…The impact of age on consumer attachment to celebrities and endorsed brand attachment (2016)The impact of age on consumer…Retail space invaders: when employees’ invasion of customer space increases purchase intentions (2016)Retail space invaders: when e…Persona-fied brands: managing branded persons through persona (2015)Persona-fied brands: managing…Brand Personification: Introduction and Overview (2013)Brand Personification: Introd…The Structure of Scientific Revolutions (1963)Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods (1986)Possessions and the Extended Self (1988)Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement (1983)The Elaboration Likelihood Model of Persuasion (1986)The Elaboration Likelihood Model of Persuasion (1986)Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness (1990)The impact of perceived corporate social responsibility on consumer behavior (2005)Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude (2017)Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit (2019)Advances in Consumer Research (2025)Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research (1975)Understanding Attitudes and Predicting Social Behavior (1980)Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence (1988)Customer Satisfaction, Market Share, and Profitability: Findings From Sweden (1994)Hedonic Consumption: Emerging Concepts, Methods and Propositions (1982)Self-Concept in Consumer Behavior: A Critical Review (1982)The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun (1982)Consumer Evaluations of Brand Extensions (1990)Customer value: The next source for competitive advantage (1997)Comparative fit indexes in structural models. (1990)Culture and the Self: Implications for Cognition, Emotion, and Motivation (1991)Developing and validating a multidimensional consumer-based brand equity scale (2001)Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies (2003)Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? (2009)Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions (2019)Social media influencer marketing: A systematic review, integrative framework and future research agenda (2021)Whence Consumer Loyalty? (1999)The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty (2001)Understanding Customer Experience Throughout the Customer Journey (2016)The Persuasiveness of Source Credibility: A Critical Review of Five Decades' Evidence (2004)Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media (2018)Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility (2001)
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References

  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research7,540 cited
  • 1997Dimensions of Brand Personality5,056 cited
  • 1997Dimensions of Brand Personality4,046 cited
  • 1951The Influence of Source Credibility on Communication Effectiveness3,538 cited
  • 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
  • 1986Strategic Brand Concept-Image Management2,198 cited
  • 1999Celebrity Endorsement: A Literature Review1,734 cited
  • 2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs1,322 cited
  • 1985Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective1,316 cited
  • 1991The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase1,266 cited
  • 1979Endorser Effectiveness by Product Type816 cited
  • 2011Celebrity endorsement, brand credibility and brand equity787 cited
  • 1990Celebrity spokesperson and brand congruence610 cited
  • 1986The Rule of Metaphor : Multi-disciplinary Studies of the Creation of Meaning in Language

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560 cited
  • 1989Using Drama to Persuade420 cited
  • Cited by

    • 2019Endorsement and visual complexity in food advertising on Instagram182 cited
    • 2015Persona-fied brands: managing branded persons through persona85 cited
    • 2013Brand Personification: Introduction and Overview81 cited
    • 2022Anthropomorphic brand management: An integrated review and research agenda66 cited
    • 2016The impact of age on consumer attachment to celebrities and endorsed brand attachment66 cited
    • 2020Employees as information influencers of organization’s CSR practices: The impacts of employee words on public perceptions of CSR55 cited
    • 2017Emotional appeals in UK business-to-business financial services advertisements50 cited
    • 2020Telling a different story: How nonprofit organizations reveal strategic purpose through storytelling48 cited
    • 2016Retail space invaders: when employees’ invasion of customer space increases purchase intentions40 cited
    • 2018Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements39 cited
    • 2017The effect of verbal brand personification on consumer evaluation in advertising: Internal and external personification34 cited
    • 2020The impact of collective brand personification on happiness and brand loyalty33 cited
    • 2021Celebrity CEOs’ credibility, image of their brands and consumer materialism33 cited
    • 2020When brands use CEOs and employees as spokespersons32 cited
    • 2024Consumer acceptance of urban drone delivery: The role of perceived anthropomorphic characteristics29 cited
    • 2024Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true?24 cited