Selecting a female athlete endorser in China: The effect of attractiveness, match‐up, and consumer gender difference

By M. Liu, James L. Brock. 2011

142 citations recorded by the source corpus.

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Celebrity endorsements: a literature review and research agenda (2016, background): “Several studies have demonstrated a positive effect of celebrity attractiveness on brand evaluations (e.g., Eisend and Langner 2010; Kahle and Homer 1985; Liu and Brock 2011; Lord and Putrevu 2009; Till and Busler 2000).”
Celebrity endorsement and brand passion among air travelers: Theory and evidence (2020, background): “…the meaning to a brand, creating a distinct personality for the endorsed brand (Paul and Bhakar, 2018; Escalas and Bettman, 2017; Tingchi Liu and Brock, 2011), and enhancing an immediate brand identity or persona for a brand (Gong and Li, 2017; Miller and Allen, 2012; Paul, 2018a,…”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, methodology): “Hence, celebrities have a high tendency of influencing consumers to accept product messages and to act on it by purchasing the product because they are seen as aspirational leaders (Jin & Phua, 2014; Liu & Brock, 2011).”