Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare …

A Al Mamun, F Naznen, Q Yang, MH Ali… - Heliyon, 2023 - cell.com
Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity
endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed …

The moderating role of parasocial relationships in the associations between celebrity endorser's credibility and emotion-based responses

R Burnasheva, YG Suh - Journal of Marketing Communications, 2022 - Taylor & Francis
Drawing on stimulus-organism-response theory, the current paper was an investigation of
the associations among a celebrity endorser's credibility and brand affection, self-brand …