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Celebrity co-branding partners as irrelevant brand information in advertisements

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References

1998Measuring individual differences in implicit cognition: The implicit association test.9,206 cited
1998Measuring individual differences in implicit cognition: The implicit association test.8,274 cited
1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
2013Language, Memory, and Thought2,175 cited
1981Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?1,472 cited
2000The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs1,322 cited
1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep1,309 cited
2006Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to Celebrities1,144 cited
1998Is a Company Known by the Company it Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes1,131 cited
1979Endorser Effectiveness by Product Type816 cited
1993Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?790 cited
1994Congruence between spokesperson and product type: A matchup hypothesis perspective752 cited
2008Attitudes672 cited
1990Celebrity spokesperson and brand congruence610 cited

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1981The dilution effect: Nondiagnostic information weakens the implications of diagnostic information605 cited

1998Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes473 cited

Cited by

2020Behind influencer marketing: key marketing decisions and their effects on followers’ responses335 cited
2017Engaging fans on microblog: the synthetic influence of parasocial interaction and source characteristics on celebrity endorsement295 cited
2015Reinvestigating the Endorser by Product Matchup Hypothesis in Advertising89 cited
2014From endorsement to celebrity co-branding: Personality transfer87 cited
2016The impact of age on consumer attachment to celebrities and endorsed brand attachment66 cited
2022Co-branding research: where we are and where we could go from here64 cited
2014Brand trait transference: When celebrity endorsers acquire brand personality traits62 cited
2023When is celebrity endorsement effective? Exploring the role of celebrity endorsers in enhancing key brand associations59 cited
2014Eclipsing: When Celebrities Overshadow the Brand58 cited
2015Matching with the stars: How brand personality determines celebrity endorsement contract formation55 cited
2015Consumer values of corporate and celebrity brand associations51 cited
20221 + 1 > 2? Is co-branding an effective way to improve brand masstige?47 cited
2016How a Smile Can Make a Difference:Enhancing the Persuasive Appeal Of Celebrity Endorsers34 cited
2019Matching-up celebrities’ brands with products and social causes34 cited
2021The mediating role of brand credibility on celebrity credibility in building brand equity and immutable customer relationship31 cited
2014What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility29 cited