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...

Although previous cause-relatedmarketing literature has examined the role of the nature of the product and the perceived fit between the product and the cause, there is no clear consensus yet regarding the effect of these variables. This study contributes to existing literature by shedding light on the role that these two key factors have on consumer response. A 2 (utilitarian products vs. hedo...

BACKGROUND Tobacco companies target young adults through marketing strategies that use bars and nightclubs to promote smoking. As restrictions increasingly limit promotions, music marketing has become an important vehicle for tobacco companies to shape brand image, generate brand recognition and promote tobacco. METHODS Analysis of previously secret tobacco industry documents from British Ame...

Objective: Although the sharing economy is a global phenomenon, being path to create international brands with worldwide customer reach, relationship between virtual and users’ in this new sector remains underexplored, leading us investigate relation brand personality loyalty brands.Method: Survey 580 users of ride apps, using structural equation modeling test prediction on user’s loyalty.Resul...

Brands and influencers are increasingly collaborating in the development of marketing campaigns. This work analyses to what extent collaboration with renowned brands affects effectiveness message influencer’s own reputation. The results an experiment more than four hundred Spanish consumers indicated that brand-influencer collaborations, comparison non-renowned enhanced consumers’ attitude towa...