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Keywords: Endorsement
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Journal Articles
Promoting authenticity through celebrity brands
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (7): 2072–2099.
Published: 24 March 2021
... is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity...
Journal Articles
Power imbalance issues in athlete sponsorship versus endorsement in the context of a scandal
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (5-6): 1070–1091.
Published: 06 May 2014
...François Anthony Carrillat; Alain d’Astous Purpose – The purpose of this study is to contrast athlete endorsement vs athlete sponsorship from a power imbalance perspective when a scandal strikes the athlete. Design/methodology/approach – A first study was conducted with a probabilistic...
