Mohammadreza Ebrahimi’s scientific contributions

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Publications (1)

Effect of Celebrity Endorsement on Consumer’s Perception of Corporate Image, Corporate Credibility and Corporate Loyalty (Case Study: Novin Charm Company)
  • Article
  • Full-text available

May 2015

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1,192 Reads

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10 Citations

Case Studies in Business and Management

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Masoomeh Hoseinzadehshahri

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Mohammadreza Ebrahimi

Nowadays, the use of celebrity endorsement in product marketing and advertising is one of the major factors in companies' promotion strategies. Celebrities as one of the major tools in advertising can lead to encourage consumers to use specific products and corporate loyalty because of their special and unique abilities or characteristics. Study result show that the celebrity endorsement has a positive effect on corporate image, corporate credibility and corporate loyalty. Moreover corporate image have a positive effect on corporate credibility and corporate credibility have a positive effect on corporate loyalty.

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Citations (1)

... The issue of influencer credibility was also addressed by Audrezeta et al. (2018), who emphasized the need for marketers and influencers to collaborate while maintaining authenticity [9]. Lastly, Ghotbivayghan et al. (2015) demonstrated that young consumers in Hong Kong respond positively to fashion advertisements featuring celebrity endorsers, reinforcing the idea that influencer marketing significantly affects purchasing decisions in various industries [23]. Collectively, these studies underscore the increasing significance of influencer marketing in tourism promotion, consumer engagement, and brand perception, shaping contemporary digital marketing strategies. ...

Reference:

Presenting an Influencer Marketing Model for Attracting Tourists in Iran's Tourism Industry
Effect of Celebrity Endorsement on Consumer’s Perception of Corporate Image, Corporate Credibility and Corporate Loyalty (Case Study: Novin Charm Company)

Case Studies in Business and Management

·

Masoomeh Hoseinzadehshahri

·

Mohammadreza Ebrahimi