This research introduces attitude towards the endorsement as a mediating variable in the
relationships between celebrity source and endorsement factors and brand attitude. It also …

This study compares the predictive validity of single-item and multiple-item measures of attitude
toward the ad (A Ad ) and attitude toward the brand (A Brand ), which are two of the most …

Brand love is a recent marketing construct, which has been shown to influence important
marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is …

This study proposes an ideal, four-stage model of construct evolution (emergence →
conceptualization → competition → consensus) to explain construct development over time. An in-…

This paper presents a narrative review of celebrity endorsement research. The review
identifies six areas of research on celebrity endorsements (celebrity prevalence, campaign …

The present study addresses how to measure three constructs commonly used in advertising
research, namely attitude towards the ad, brand attitude and brand purchase intention. The …

In their article, Bergkvist and Rossiter (Journal of Marketing Research, 44, 175–184, 2007 )
recommended marketing academics to use single-item instead of multiple-item measures for …

This paper proposes three criteria for evaluating advertising measurement practice: item
validity, scale validity, and comparability. A review of the measurement literature is combined …

This paper presents an integrative review of the literature on cause-related marketing (CRM)
persuasion research (ie studies of how CRM influences evaluations of the partner brand). …

This study investigated whether sponsorships can have negative brand effects in some
subgroups in the target market. The study focused on European football (soccer), and results …