Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context

By A. Mishra, Subhadip Roy, A. Bailey. 2015

131 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/585a6fe8fcb93fb7c882276b5159137e5d2132be

How researchers see this paper

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

In Gender Studies

1. Priska L. Breves
2. Marina Abt
3. Vrinda Soma
4. Jan H. Kietzmann
5. Annika Kunze
6. Patrick van Esch
7. Sommer Kapitan
8. N. Liebers

In Marketing

1. Priska L. Breves
2. Marina Abt
3. Vrinda Soma
4. Jan H. Kietzmann
5. Annika Kunze
6. Patrick van Esch
7. Sommer Kapitan
8. N. Liebers

In Sociology and Political Science

1. Priska L. Breves
2. Vrinda Soma
3. Jan H. Kietzmann
4. Patrick van Esch
5. Sommer Kapitan
6. N. Liebers

Citations in the corpus

• The Perceived Fit between Instagram Influencers and the Endorsed Brand (2019, methodology): “The connection between brand attitude and behavioral intentions has been validated empirically multiple times (e.g., Goldsmith et al., 2000; Mishra et al., 2015).”
• The role of self-determination theory in marketing science: An integrative review and agenda for research (2019, unknown): “…domain, researchers may investigate how celebrity attractiveness (Rifon, Jiang, & Kim, 2016), celebrity credibility (Hassan Fathelrahman Mansour & Mohammed Elzubier Diab, 2016), and celebrity personality (Mishra, Roy, & Bailey, 2015) in fl uence customers' social relatedness satisfaction.”
• Influencer Marketing and Authenticity in Content Creation (2021, methodology): “In this way, authenticity is a tool to manage correspondent inferences about endorsers (Mishra et al., 2015).”