Throughout human history, people have expressed admiration for heroes who possessed
extraordinary abilities and achieved superhuman goals. For many, modern-day celebrities …

Celebrities frequently endorse products, brands, political candidates, or health campaigns.
We investigated the effectiveness of such endorsements by meta-analyzing 46 studies …

Half a century of research on celebrity endorsement has led to the advancement of four
grand celebrity endorsement theories. Most scholars have adopted the meaning transfer …

Purpose The topic of brand personality (BP) has received extensive research attention in the
last 2 decades, with a particular focus on examining its antecedents and consequences …

Building upon the theory of meaning transfer, this study examines how non-evaluative
associations, negative (eg crazy) and positive (eg brave), are transferred from celebrities to …

Finding a fitting endorser has proven to be one of the most delicate and critical tasks of
influencer marketing. This research explores the relevance of the congruency of the …

Sažetak One of social media's influences on public relations has been the connection they
provide organizations with stakeholder groups, and the need to recognize new and …

Purpose The motivations behind co-branding alliances, the differences in performance
between the paired brands and the emergence of “spillover effects” have been pillars of the …

Though politics and promotion have never been completely separate, the convergence
between the two spheres is increasingly prominent in today's digital culture. To broaden our …

Purpose This study aims to examine the influence of five sports celebrity personality (SCP)
attributes–attractiveness, expertise level, credibility, trustworthiness and character–on …