Effects of Multiple Endorsements and Consumer–Celebrity Attachment on Attitude and Purchase Intention

By Jasmina Ilicic, Cynthia M. Webster. 2011

167 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/81fb70320edaab9963614657dee03d1700839138

How researchers see this paper

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

In Experimental and Cognitive Psychology

1. Piyush Sharma
2. Justin Paul
3. J. Gountas

In Marketing

1. Justin Paul
2. Marcela Moraes
3. Piyush Sharma
4. S. Gountas
5. J. Gountas
6. S. Bhakar
7. Naeem Gul Gilal
8. Faheem Gul Gilal

In Sociology and Political Science

1. Justin Paul
2. Marcela Moraes
3. Piyush Sharma
4. S. Gountas
5. J. Gountas
6. S. Bhakar

Citations in the corpus

• The role of brand attachment strength in higher education (2016, unknown): “Such an attachment could have a significant role in explaining consumer attitude and even intention under certain conditions (Ilicic & Webster, 2011).”
• Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention? (2018, background): “Literature also indicates that IC between celebrity and the brand significantly affects ATA and ATB (Sheinin et al., 2011; Choi & Rifon, 2012; Chiosa, 2013; Wang, 2012; Kamins & Gupta, 1994; Ilicic & Webster, 2011; Illicic, 2015).”
• Celebrity influences on consumer decision making: new insights and research directions (2019, background): “Stronger consumer-celebrity attachments minimise the risks associated with celebrities overshadowing an endorsed brand (Ilicic & Webster, 2014) and the adverse impact of celebrities involved in multiple endorsements (Hung et al., 2011; Ilicic & Webster, 2011).”