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Testimonialwerbung mit prominenten Sportlern : eine empirische Untersuchung
Nufer, Gerd; Heider, Catrina - 2012
Aufmerksamkeit generiert und die Kaufentscheidung nachhaltig beeinflusst. Besonders Sportler können positiv konnotierte … "Testimonialwerbung" und "Prominenz" erläutert. Anschließend wird auf die Bedeutung des Sports und seiner Akteure in Gesellschaft und …
Persistent link: https://www.econbiz.de/10009580018
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Gender and celebrity scandals : a cross-cultural examination on celebrity endorsement
Huang, Jianping - In: Journal of promotion management : innovations in … 27 (2021) 1, pp. 133-150
Persistent link: https://www.econbiz.de/10012385180
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Celebrity worship, materialism, compulsive buying, and the empty self
Reeves, Robert A.; Baker, Gary A.; Truluck, Chris S. - In: Psychology & marketing 29 (2012) 9, pp. 674-679
Persistent link: https://www.econbiz.de/10009615240
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The moderating role of consumer personality and source credibility in celebrity endorsements
Roy, Subhadip; Jain, Varsha; Rana, Pragati - In: Asia-Pacific journal of business administration 5 (2013) 1, pp. 72-88
Persistent link: https://www.econbiz.de/10009738416
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Publicity about athlete endorsers affects responses to ads via motivational activation
Read, Glenna L.; Kim, Jihoon; Lee, Yen-I; Sun, Shuoya; … - In: Sport marketing quarterly : preferred journal of the … 31 (2022) 2, pp. 101-112
Persistent link: https://www.econbiz.de/10013346950
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Athlete endorsement, attitudes, and purchase intention : the interaction effect between athlete endorser-product congruence and endorser credibility
Lee, Younghan; Koo, Jakeun - In: Journal of sport management : the official journal of … 29 (2015) 5, pp. 523-538
Persistent link: https://www.econbiz.de/10011384446
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The impact of mood on sport celebrity credibility evaluation
Venkatesakumar, R.; Sundar, S. - In: Taylor's business review / Taylor's Business School, … 2 (2012) 2, pp. 87-100
Persistent link: https://www.econbiz.de/10009779421
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Informational and transformational responses to celebrity endorsements
Lord, Kenneth R.; Putrevu, Sanjay - In: Journal of current issues and research in advertising : … 31 (2009) 1, pp. 1-13
Persistent link: https://www.econbiz.de/10003862200
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The importance of key celebrity characteristics for customer segmentation by age and gender : Does beauty matter in professional football?
Hoegele, Daniel; Schmidt, Sascha L.; Torgler, Benno - In: Review of managerial science 10 (2016) 3, pp. 601-627
Persistent link: https://www.econbiz.de/10011670143
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The impact of gender expression on female athlete endorser effectiveness
Parker, Heidi M.; Mudrick, Michael T.; Fink, Janet S. - In: Sport marketing quarterly : preferred journal of the … 27 (2018) 4, pp. 264-274
Persistent link: https://www.econbiz.de/10012000642