Celebrity, social media influencers and brand performance exploring new dynamics and future trends in marketing

Tabari, Saloomeh ORCID: https://orcid.org/0000-0002-0645-4789 and Ding, Qing Shan, eds. 2024. Celebrity, social media influencers and brand performance exploring new dynamics and future trends in marketing. Basingstoke: Palgrave Macmillan. 10.1007/978-3-031-63516-8

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Abstract

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions. Indeed, companies devote a lot of resources on celebrity endorsement to exploit emotional bonds between consumers and brands in order to accomplish their desired brand image and increase brand awareness, differentiation, and brand loyalty. In short, brands that are endorsed by a favourite celebrity and influencer become more credible and trustworthy.

Item Type:	Book
Book Type:	Edited Book
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Palgrave Macmillan
ISBN:	9783031635151
Last Modified:	01 Nov 2024 16:39
URI:	https://orca.cardiff.ac.uk/id/eprint/172604

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