Global ETD Search
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Showing 1 to 3 of 3 for “"Brand Endorsement"”.
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Investigating the Marketing Strategies Implemented by Aston Martin and BMW and its Impact on Consumer Behaviour in the UK
The evaluation of the brand marketing strategies of the luxury car companies such as Aston Martin and BMW in the UK is crucial to foster more sales and increase market share. The purpose of this research was to evaluate the various marketing strategies that could be followed by the marketing …
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When virtual (vs. human) celebrity voice matters: Interplay between celebrity type and endorsing message – construal level theory
Submission original under an indefinite embargo labeled 'Open Access'. The submission was exported from vireo on 2025-03-28 without embargo terms
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Enhanced market value of American athletes with international teammates
… whether Chinese consumers’ evaluation of athlete endorsement would differ for sports products and non-sports products. By using scenario design, the author found that Chinese international students felt more attached to the American NBA player with a distinguished Chinese teammate compared to the …