Celebrity Endorsement Influence on Brand Credibility: A Critical Review of Previous Studies

On Regulation of Celebrity Endorsement in China

Advertisers have attempted to quantify the use of celebrities with the aim of evaluating their influence on the consumer. However, sometimes celebrities who engage in false or deceptive advertising are very likely to mislead consumers which may cause harm to consumers in terms of property loss and personal damage. Due to celebrity endorsements being highly visible to the public, the solution to...

Impact of celebrity endorsement in advertising on brand image among Chinese adolescents

Purpose – Does celebrity endorsement work and how does it work among adolescents? This article aims to identity attributes of celebrity endorsers and attributes of celebrity endorsement advertisements that are most appealing to the adolescents. The article also examines adolescents’ perceptions about how celebrity-endorsement advertisements work. Method – A focus group study among 76 Chinese ad...

Credibility of Celebrity Endorsement and Buying Intentions an Evidence from Students of Islamabad, Pakistan

Celebrity Endorsement has become one of the important tools in advertisement persuading customers. No study has been yet conducted in Pakistan to measure the impact of credibility of celebrity on the buying intentions of customers. This paper investigates the credibility of celebrity endorser influence on consumers buying intention and also whether the experience of celebrity with the usage of ...

How does celebrity endorsement influence the attitude towards the brand and how does negative publicity affect this relationship?

the influence of social and cultural capital on efl students critical thinking skills

the major aim of this study was to investigate the relationship between social and cultural capital and efl students’ critical thinking skills. this study takes this relationship in to account to see if people with different sociocultural status are different regarding their critical thinking skills. to this end, 160 university students majoring in english language and literature, english trans...