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Consumer values of corporate and celebrity brand associations

Ilicic, Jasmina; Webster, Cynthia M. - In: Qualitative Market Research: An International Journal 18 (2015) 2, pp. 164-187

Purpose – This study aims to explore consumer brand associations and values derived from a corporate brand and a celebrity brand endorser prior to their endorsement. Design/methodology/approach – This study uses both hierarchical value mapping and brand concept mapping (BCM) to identify...

Persistent link: https://www.econbiz.de/10014987647

Celebrities as indirect spokespeople in advertising

Ilicic, Jasmina; Webster, Cynthia M. - In: The changing roles of advertising : [extended versions …, (pp. 103-114). 2013

Persistent link: https://www.econbiz.de/10009773047

Eclipsing : when celebrities overshadow the brand

Ilicic, Jasmina; Webster, Cynthia M. - In: Psychology & marketing 31 (2014) 11, pp. 1040-1050

Persistent link: https://www.econbiz.de/10010460828

Being true to oneself : investigating celebrity brand authenticity

Ilicic, Jasmina; Webster, Cynthia M. - In: Psychology & marketing 33 (2016) 6, pp. 410-420

Persistent link: https://www.econbiz.de/10011491940

Consumer values of corporate and celebrity brand associations

Ilicic, Jasmina; Webster, Cynthia M. - In: Qualitative market research : an international journal 18 (2015) 2, pp. 164-187

Persistent link: https://www.econbiz.de/10011308609

Fit in celebrity-charity alliances : when perceived celanthropy benefits nonprofit organisations

Ilicic, Jasmina; Baxter, Stacey - In: International journal of nonprofit & voluntary sector … 19 (2014) 3, pp. 200-208

Persistent link: https://www.econbiz.de/10011311812

Three's company : investigating cognitive and sentiment unit imbalance in co-branding partnerships

Baxter, Stacey M.; Ilicic, Jasmina - In: The journal of brand management : an international journal 22 (2015) 4, pp. 281-298

Persistent link: https://www.econbiz.de/10011339303

How a smile can make a difference : enhancing the persuasive appeal of celebrity endorsers : boosting consumer perceptions of celebrity genuineness through the use of a "Duchenne s...

Ilicic, Jasmina; Kulczynski, Alicia; Baxter, Stacey M. - In: Journal of advertising research 58 (2018) 1, pp. 51-64

Persistent link: https://www.econbiz.de/10011875516

The celebrity capital life cycle : a framework for future research directions on celebrity endorsement

Carrillat, François A.; Ilicic, Jasmina - In: Journal of advertising 48 (2019) 1, pp. 61-71

Persistent link: https://www.econbiz.de/10012201397

Keeping it real : examining the influence of co-branding authenticity in cause-related marketing

Ilicic, Jasmina; Baxter, Stacey M.; Kulczynski, Alicia - In: The journal of brand management : an international journal 26 (2019) 1, pp. 49-59

Persistent link: https://www.econbiz.de/10012060040