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Celebrity co-branding partners as irrelevant brand information in advertisements · Study

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ArticleCelebrity co-branding partners as irrelevant brand information in advertisements

Jasmina Ilicic2012

Article2012

Celebrity co-branding partners as irrelevant brand information in advertisements

Jasmina Ilicic · Cynthia M. Webster

94 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

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References

1998Measuring individual differences in implicit cognition: The implicit association test.1998Measuring individual differences in implicit cognition: The implicit association test.1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 2013Language, Memory, and Thought 1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep 2006Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities

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2020Behind influencer marketing: key marketing decisions and their effects on followers’ responses 2017Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement 2015Reinvestigating the Endorser by Product Matchup Hypothesis in Advertising 2014From endorsement to celebrity co-branding: Personality transfer

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2014Eclipsing: When Celebrities Overshadow the Brandarticle · 11 shared references 2011The Effects of Athlete-Endorsed Advertising: The Moderating Role of the Athlete-Audience Ethnicity Matcharticle · 10 shared references 2016Can a Celebrity Serve as an Issue-Relevant Argument in the Elaboration Likelihood Model?article · 9 shared references 2018Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsementsarticle · 9 shared references 2018Keeping it real: examining the influence of co-branding authenticity in cause-related marketingarticle · 9 shared references 2019Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectivesarticle · 9 shared references

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Year2012

Typearticle

Published2012-01-06

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations94

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2011.12.014

openalex_workW2015036951

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2016

The impact of age on consumer attachment to celebrities and endorsed brand attachment

2022Co-branding research: where we are and where we could go from here

2014Brand trait transference: When celebrity endorsers acquire brand personality traits

2023When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations