Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions

By K. McCormick. 2016

327 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/49a0f2b784c0c42f2e06ca91e4082e65410a0a1f

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. Tun-Min (Catherine) Jai
2. Jaehan Min
3. Morgan Ziegler
4. Yogesh Kumar Dwivedi
5. H. Chang

In Sociology and Political Science

1. Chandrashekhar Kandpal
2. Anuja Arora
3. Reema Aswani
4. Shivam Bansal
5. Yogesh Kumar Dwivedi
6. Nripendra P. Rana
7. Ali Abdallah Alalwan
8. Kuttimani Tamilmani

Citations in the corpus

• Measuring social media influencer index- insights from facebook, Twitter and Instagram (2019, background): “Existing studies in literature focus on different forms of social media including blogs and conclude that these elite media outlets gain immense traction and have a subsequent social influence on the information consumers (Meraz, 2009; Berthon et al., 2012; McCormick, 2016; Prentice et; al., 2019).”
• The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior (2019, background): “Previous literature has shown that celebrity endorsers can exert greater influence on consumers’ attitude and buying intention (Princicple and Binet 2005; Sami 2006; McCormick 2016).”