Brand endorsers can contribute to a brand's success or failure (in the case of endorser
transgressions). Recent advancements in technology have produced new, nonhuman …

A series of three studies explore the endorsement effectiveness of 'macro'influencers
compared with 'regular'celebrities. Using multidimensional scaling, we provide evidence of …

In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in
favor of social media influencers, such as vloggers and Instafamous personalities. The …

The growing popularity of social media networks enables individuals to acquire large
audiences of up to several million people on these platforms. Companies are starting to …

Prior research has extensively explored the impact of celebrities' transgressions on the
brands that they endorse. However, little research exists examining the impact of brand …

Despite the vast literature on celebrity endorsements in advertising, research to date has not
assessed whether and how celebrity-brand associations created via traditional …

As social media has grown, firms have increasingly sought endorsements from social media
influencers rather than traditional celebrity endorsements. Technological advancements in …

This study examines how a celebrity endorser's key associations can complement and help
improve a brand's low corresponding associations. By conducting three studies, we find that …

Previous research on celebrity endorsement demonstrates that attractive celebrity endorsers
can lead to better attitudes toward the ad and brand evaluations. However, this study …

The current study reveals that a customer-focused approach to choosing celebrity endorsers
(based on consumer-endorser identification) is a more useful predictor of endorsement …