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Date: 2014
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/321638
Description: This paper applies Gestalt psychology and associative network theory to examine the effect of eclipsing in celebrity endorsement on consumer attitude towards the endorsed brand. Eclipsing occurs when ... More
Reviewed: Reviewed
Date: 2014
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/303252
Description: This research furthers our understanding of brand authenticity by conceptualising and measuring relational authenticity as brands being true in their relationships with consumers. We develop a scale t ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/262549
Description: This research adapts appropriate sections of the Authenticity Inventory from the psychology literature to develop a scale to measure consumer perceptions of celebrity brand authenticity. The results s ... More
Reviewed: Reviewed
Date: 2013
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: book chapter
Identifier: http://hdl.handle.net/1959.14/272695
Description: 12 page(s)
Date: 2013
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/216837
Description: This study examines the effect of irrelevant information presented in marketing communications by a celebrity co-branding partner on consumer judgments of a partner brand. Three experimental condition ... More
Reviewed: Reviewed
Date: 2012
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/203564
Description: This study examines the effect of irrelevant information presented in advertisements by a celebrity co-branding partner on consumer judgments of a celebrity brand. Three experimental conditions manipu ... More
Reviewed: Reviewed
Date: 2012
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/216820
Description: This study examines the effect of irrelevant information presented by a celebrity endorser in advertisements on consumer judgments. Celebrity match-up and information relevancy are tested. Three exper ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/156385
Description: This study explores what consumers‟ value from celebrity brands for the evaluation of an actual campaign featuring Jerry Seinfeld as the endorser for the Greater Building Society. Using a laddering me ... More
Reviewed: Reviewed
Date: 2011
Language: eng
Resource Type: journal article
Identifier: http://hdl.handle.net/1959.14/143890
Description: This study examines consumer–celebrity attachment within multiple endorsement situations. A 2 × 2 factorial design manipulates attachment strength to the celebrity and endorsement situation while cont ... More
Reviewed: Reviewed
Date: 2010
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/323173
Description: This study uses a combination of both qualitative and quantitative approaches to explore the associations that consumers tie to a specific human brand (Jerry Seinfeld) prior to his anticipated co-bran ... More
Reviewed: Reviewed
Date: 2010
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/116670
Description: This study examines consumer-human brand attachment within multiple endorsement situations. A 2 x 2 factorial design manipulated attachment strength to the celebrity and endorsement situation while co ... More
Reviewed: Reviewed
Date: 2009
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/113313
Description: Evidence suggests that many consumers form strong attachments to the brands they use. Recently, celebrities have been recognised as human brands and research suggests that consumers are influenced by ... More
Full Text: Full Text
Reviewed: Reviewed
Date: 2009
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/105965
Description: 9 page(s)
Reviewed: Reviewed
Date: 2008
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1169785
Description: 7 page(s)
Reviewed: Reviewed
Date: 2008
Subject Keyword: 150500 Marketing
Language: eng
Resource Type: conference paper
Identifier: http://hdl.handle.net/1959.14/1236889
Description: Recent branding research identifies celebrities as human brands and suggests that consumerhuman brand attachment may be a critical factor in shaping consumer behaviour. In this study, we extend Thomso ... More
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