... consumers in fashion brand advertising. Specifically, it examines how celebrity endorsement and message framing in advertising influence MBV and customers’ motivational regulations. It also investigates the role of brand credibility as a moderator. Design/methodology/approach Two focus group studies...

... and multiculturalism. Design/methodology/approach This study engaged 42 Malaysian young adults aged 18–24 in semistructured interviews. They were asked to share a television commercial with celebrity endorsement and explain why it was impressive. They were then asked explicitly to compare traditional celebrities...

... and partner companies). Anh D. Pham can be contacted at: anhpd@hvnh.edu.vn 01 07 2023 01 11 2023 28 12 2023 21 02 2024 © 2024 Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Celebrity endorsement Consumer behaviour Impulse...

... influencers. Design/methodology/approach An experimental study was conducted with 400 randomly selected young respondents in China in December 2022. A 3 × 2 factorial design was used to test how the type of celebrity endorser and level of product involvement influence the persuasiveness of advertising...

...Fei Fan Purpose Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement...

.... Originality/value This paper fills gaps in the literature regarding how to influence brand loyalty from fickle generation Y consumers. Furthermore, the paper highlights the importance of integrated marketing communications theory, branding and celebrity endorsement and how it can be manipulated to increase...