Marketers have long used celebrity endorsement to help viewers build strong brand‐product
associations. Celebrity endorsements increase brand awareness and recall, but how …

Brands often employ spokespersons to serve as the face of their organization and
spokespersons characteristics can influence consumer behavior. We examined whether a …

A study is done to compare the effect of film or sport celebrity or mascot usage in advertising
on educated, well-informed consumers through the application of Meaning Transfer theory …

An advertisement must pay attention to the concepts and strategies in advertising because
the use of this endorser can be a double-edged knife for the brand. In the vampire effect …

The expanding number of social media clients sets out new opportunities in the advertising
and marketing world. Marketing, which at first focused around the (product-oriented) …

The objective of the current study is to examine the effect of product endorsers'
attractiveness, perceived appearance similarity, and perceived attitude similarity on …

The study was conducted primarily to examine the effect of celebrity endorsement on young
voters‟ choice of political candidates during national elections in Ghana. The study targeted …