Influence of Power Messages Advertisement and Credibility Celebrity Endorser Indomie Advertising to Brand Awareness in Television

Persuasiveness of Celebrity Endorsed Advertising and a New Model for Celebrity Endorser Selection

Assessing Celebrity Endorsement Effects in China A Consumer-Celebrity Relational Approach

December 2011 JOURNAL OF ADVERTISING RESEARCH 6 INTRODUCTION The growing popularity of using sports and entertainment celebrities in brand advertising is evident in the marketplace. In both the United States and China, celebrity endorsement is a key executional strategy that continues to grow in popularity (Chan, Hung, Tse, and Tse, 2008). In the United States, one of four advertisements uses c...

investment in brand reinforcement and credibility in advertising

recognizing the importance of the advertising in brand reinforcement and brand credibility, the authors conduct the present research for understanding the customers’ emotional responses toward the brand reinforcement and credibility and its effect on the perceived values and behavioral intentions. hypotheses were tested on data collected from 467 customers of mellat bank in semnan province in i...

The Influence of Perceived Personality Characteristics on Positive Attitude Towards and Suitability of a Celebrity as a Marketing Campaign Endorser

It is a common strategy to use celebrity endorsers in marketing campaigns. However, scientific literature on the effective use of celebrity endorsers has mainly focused on the credibility and the attractiveness of the celebrity. This study examines another endorser characteristic, which, despite other fields of psychological research confirming its importance, has not received much attention wi...

The Role of TARP Factor in Social Network Advertising in Brand Awareness and Purchase Intention of Sport Brands

Background. Nowadays, One of the factors affecting the social network advertising is the numbers or frequencies of sending an advertisement.  Objectives. the objective of this study was to investigate the role of the Target Audience Rating Point factor in social network advertising in brand awareness and purchase intention of sport brands. Methods. This quasi-experimental study was conducted ...