Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement

By Kineta Hung. 2014

178 citations recorded by the source corpus.

Subfields: Gender Studies, Literature and Literary Theory, Marketing

View Paper: https://www.semanticscholar.org/paper/ed98a2f26c05494a0bc8c5e3d49f1fd7c339fd69

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Citations in the corpus

Celebrity influences on consumer decision making: new insights and research directions (2019, unknown): “Consumer-celebrity relationships can be important predictors of consumers’ brand associations and product purchases (Banister & Cocker, 2013; Choi & Rifon, 2012; Hung, 2014; Hung, Chan, & Tse, 2011; Kerrigan, Brownlie, Hewer, & Daza-LeTouze, 2011; Loroz & Braig, 2015; Thomson, 2006).”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “motes products by influencing the effectiveness of an advertisement (Goldsmith, Lafferty, & Newell, 2000; Hung, 2014; Spry, Pappu, & Bettina Cornwell, 2011). Further, Branchik andChowdhury (2017) note that celebrity endorsers influence the endorsed products and services with their “talent, attractiv”
Why are consumers following social media influencers on Instagram? Exploration of consumers’ motives for following influencers and the role of materialism (2021, background): “In terms of more general celebrity interactions across various media formats, Hung (2014) proposed aspiration (driven by the need for achievement) and play (pinned by the desire to relax) as the two salient motives that compel people to seek out entertainment experiences vis-a-vis celebrities.”
Does Celebrity Image Congruence Influences Brand Attitude and Purchase Intention? (2018, background): “Attractive celebrities help generate a positive ATB (Till & Busler, 1998; Hung, 2014) as well as positive ATA itself (Felix & Borges, 2014).”
Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness (2021, background): “Hung 2014). Although McCracken’s (1989) seminal conceptualization highlighting the transfer of celebrity associations remains to be one of the most cited studies in the literature, the non-evaluative meaning transfer process is complex and difficult to operationalize”