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Are multiple brand endorsements economically effective?
16 references·0 citing·51 second hop
Are multiple brand endorsements economically effective? (2018)Are multiple brand endorsements economica…Intangible capital and the investment-q relation (2016)Intangible capital and the in…Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand (2011)Do social media marketing act…Social media: The new hybrid element of the promotion mix (2009)Social media: The new hybrid …The Econometric Approach to Efficiency Analysis (2008)The Econometric Approach to E…Exploring the relationship between celebrity endorser effects and advertising effectiveness (2008)Exploring the relationship be…Global marketing and advertising: understanding cultural paradoxes (2005)Global marketing and advertis…Measuring Marketing Productivity: Current Knowledge and Future Directions (2004)Measuring Marketing Productiv…Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions (2001)Pursuing the Value-Conscious …The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands (2000)The Impact of Corporate Credi…Media Reputation as a Strategic Resource: An Integration of Mass Communication and Resource-Based Theories (2000)Media Reputation as a Strateg…Do Corporate Global Environmental Standards Create or Destroy Market Value? (2000)Do Corporate Global Environme…Celebrity Endorsement: A Literature Review (1999)Celebrity Endorsement: A Lite…The Economic Worth of Celebrity Endorsers: An Event Study Analysis (1995)The Economic Worth of Celebri…An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep (1990)An Investigation into the “Ma…Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process (1989)Who is the Celebrity Endorser…The Impact of Physically Attractive Models on Advertising Evaluations (1977)The Impact of Physically Attr…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)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Dimensions of Brand Personality (1997)Dimensions of Brand Personality (1997)The Measurement of Productive Efficiency (1957)Formulation and estimation of stochastic frontier production function models (1977)RECENT DEVELOPMENTS IN FRONTIER MODELLING AND EFFICIENCY MEASUREMENT (1995)Consistency Conditions for Regulatory Analysis of Financial Institutions: A Comparison of Frontier Efficiency Methods (1998)Efficiency in European banking (2001)An Introduction to Efficiency and Productivity Analysis (2005)Structural equation modeling in practice: A review and recommended two-step approach. 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(1997)Confronting the Environmental Kuznets Curve (2002)On the Foundations of Corporate Social Responsibility (2016)The Importance of Climate Risks for Institutional Investors (2019)Physical Attractiveness of the Celebrity Endorser: A Social Adaptation Perspective (1985)The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations (1986)The Match-Up Hypothesis: Physical Attractiveness, Expertise, and the Role of Fit on Brand Attitude, Purchase Intent and Brand Beliefs (2000)Marketing through Instagram influencers: the impact of number of followers and product divergence on brand attitude (2017)Financing Constraints and Corporate Investment (1987)Financing Constraints and Corporate Investment (1988)Some Tests of Specification for Panel Data: Monte Carlo Evidence and an Application to Employment Equations (1991)The Effects of Financial Reporting and Disclosure on Corporate Investment: A Review (2019)The Productivity J-Curve: How Intangibles Complement General Purpose Technologies (2020)Artificial intelligence, firm growth, and product innovation (2023)A resource‐based view of the firm (1984)Firm Resources and Sustained Competitive Advantage (1991)An Examination of Differences Between Organizational Legitimacy and Organizational Reputation* (2005)Being Good or Being Known: An Empirical Examination of the Dimensions, Antecedents, and Consequences of Organizational Reputation (2005)Signaling Theory: A Review and Assessment (2010)Strategic management a stakeholder approach (2010)Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit (2019)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)Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites (2011)Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement (2014)
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References

  • 2009Social media: The new hybrid element of the promotion mix4,108 cited
  • 1989Who is the Celebrity Endorser? Cultural Foundations of the Endorsement Process3,192 cited
  • 2011Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand2,454 cited
  • 1999Celebrity Endorsement: A Literature Review1,734 cited
  • 2000Media Reputation as a Strategic Resource: An Integration of Mass Communication and Resource-Based Theories1,696 cited
  • 2000Do Corporate Global Environmental Standards Create or Destroy Market Value?1,338 cited
  • 1990An Investigation into the “Match-up” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep1,309 cited
  • 2000The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Advertisements and Brands1,301 cited
  • 2008The Econometric Approach to Efficiency Analysis1,216 cited
  • 2016Intangible capital and the investment-q relation1,203 cited
  • 2004Measuring Marketing Productivity: Current Knowledge and Future Directions1,114 cited
  • 2001Pursuing the Value-Conscious Consumer: Store Brands versus National Brand Promotions1,039 cited
  • 1977The Impact of Physically Attractive Models on Advertising Evaluations1,017 cited
  • 1995The Economic Worth of Celebrity Endorsers: An Event Study Analysis

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934 cited
  • 2005Global marketing and advertising: understanding cultural paradoxes813 cited
  • 2008Exploring the relationship between celebrity endorser effects and advertising effectiveness805 cited
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