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Role of celebrity in cause related marketing · Study

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ArticleRole of celebrity in cause related marketing

Thamaraiselvan Natarajan2017

Article2017

Role of celebrity in cause related marketing

Thamaraiselvan Natarajan · B. Senthil Arasu · Daniel Inbaraj Jublee

28 citations·0/0 files stored·International Review on Public and Nonprofit Marketing

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Corporate Social Responsibility and Sustainability

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1990Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness 2011Specification, evaluation, and interpretation of structural equation models 1951The Influence of Source Credibility on Communication Effectiveness 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process 1988Cause-Related Marketing: A Coalignment of Marketing Strategy and Corporate Philanthropy 1999Celebrity Endorsement: A Literature Review

Cited by

2022Cause-related marketing: a systematic review of the literature 2021Investigating the role of celebrity institutional entrepreneur in reducing the attitude-behavior gap in sustainable consumption 2021The importance of fit: a predictive model of cause marketing effects 2019The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt case 2023

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2019The impact of celebrity endorsement in cause related marketing campaigns on audiences’ behavioral intentions: Egypt casearticle · 20 shared references 2017Star power: the evolution of celebrity endorsement researcharticle · 17 shared references 2018The moderating role of social themes in cause-related marketing advertisementsarticle · 17 shared references 2019Celebrity endorsement: Conceptual clarifications, critical review, and future research perspectivesarticle · 16 shared references 2015Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Contextarticle · 15 shared references 2015Towards an international understanding of the power of celebrity persuasions: a review and a research agendaarticle · 15 shared references

Details

Year2017

Typearticle

Published2017-02-17

VenueInternational Review on Public and Nonprofit Marketing

ISSN-L1865-1984

Languageen

Citations28

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/s12208-017-0176-0

openalex_workW2587794916

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Factors affecting attitude and purchase intention towards cause-related marketing: a systematic literature review using TCCM approach

2019An exploratory study on perception of celebrity endorsement in public services advertising

2024True or performative allyship: A matter of perception in search of cause-related marketing authenticity

2023Examining the role of cause-related marketing in influencing the purchase intention of Indian customers in the FMCG sector: the role of attitude and cause involvement