Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?

By Noël Albert, L. Ambroise, P. Valette-Florence. 2017

141 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6a235e121200dec6fe16d089b5ba6dc23540cc99

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. Piyush Sharma

In Marketing

1. Marcela Moraes
2. Piyush Sharma
3. S. Gountas
4. J. Gountas

In Sociology and Political Science

1. Marcela Moraes
2. Piyush Sharma
3. S. Gountas
4. J. Gountas

Citations in the corpus

• Celebrity influences on consumer decision making: new insights and research directions (2019, background): “Albert, Ambroise, and Valette-Florence (2017) questioned the importance of a celebrity-brand match-up arguing that a brand-consumer fit is more relevant to trigger behavioural changes and build brand identity.”