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This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands.

Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon.

Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation.

This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour.

This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation.

This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Celebrity endorsement is a preferred marketing communication strategy adopted by business firms. The present study suggests theoretical underpinnings for investigating the effect of celebrity endorsement on individual investors' intentions to invest in the shares of companies. The study integrates marketing communication and behavioural finance theories to understand investor behaviour in the stock market.

The study used a questionnaire based on a conjoint analysis technique. The retail investors from India filled out the questionnaire. The authors developed an orthogonal design to generate retail investors' investment intentions and applied the full-profile conjoint method.

The results reveal that investors prefer to invest in technology-related firms when they employ entertainment celebrities to endorse their products. Investors prefer that entertainment celebrities' personalities match the single brand only they are endorsing. Further, investors choose to invest during corrective market trends in emerging economies, such as India.

The study offers practical implications for corporate entities and marketing professionals by analysing retail investors' investment intentions in financial markets.

This paper aims to offer a cultural understanding of investor faith in stock picking despite overwhelming evidence questioning its efficacy. Why, in the face of very widely communicated findings calling into question the advice and assistance offered by financial professionals to help them pick stocks or manage their mutual funds, do so many people persist in these practices? The authors believe that the best way to understand investor faith in the efficacy of stock picking is through teleinvestmentevangelists such as Jim Cramer, whose fusion of celebrity and religion taps into the ritualistic elements of investment that usually lie hidden. Drawing from media, religious and cultural studies theory, the authors flesh out the dynamics of the teleinvestmentevangelist as a powerful character, the understanding of which provides insights on the pre-modern meanings that inhere in mediated global capital.

This conceptual work draws on theoretical perspectives and qualitative experiences of everyday investors to explain why the entire field of stock picking remains so robust and captivating in the face of ample evidence that calls into question the validity of the entire phenomenon.

This paper derives and introduces the hypothetical figure of the “Teleinvestmentevangelist” in an attempt to weave dimensions of celebrity, ritual and religion together to explain investors undeterred faith in the ability to pick individual stocks and “beat the market”.

The primary research implication of this paper is that it exhibits the continued value of integrating interdisciplinary perspectives for understanding investing experience beyond more limited views undergirded by neoclassical economics. One challenge of the paper is that it attempts to merge three disparate perspectives that have not typically been integrated and applied to financial phenomena.

One practical implication of this paper is that it provides a perspective and vocabulary that enables us to understand financial experiences more fully and reflect on these understandings more critically.

Armed with a richer understanding of financial and investing experience, individual investors can better appreciate fundamental cultural misrecognitions that potentially culminate in symbolic violence whereby certain groups of investors are systematically disadvantaged.

The originality of this paper lies in its synthesis of disparate literature bases and application of this synthesis to the financial and investing world. Not only are the individual theoretical perspectives rarely consulted vis-à-vis investing experience but also is their synthesis particularly unique and original in the context of financial and investing phenomena.

The purpose of this study is to examine the impact of multiple brand celebrity endorsement strategies on firms’ performance and different attributes associated with celebrities on firms’ performance. In this regard, the present study specifically explores the role of celebrity reputation and experience, as well as social media as a promotion platform in influencing the economic effectiveness of multiple brand endorsement strategies, i.e. proportion of brands endorsed in a firms’ brand portfolio.

Study is based on instrumental variable regression analysis approach and is conducted in one of the emerging markets, i.e. India.

The findings indicate that firms’ market valuations increase as its proportion of brands endorsed by celebrities increases. Furthermore, popularity reputation of celebrity also influences market valuation, and relationship is positively moderated by celebrity’s experience.

Extant studies have considered one endorsement news of a firm at a time. However, how total proportion of firms’ brand endorsed by celebrities impacts its performance has not been investigated. Furthermore, impact of celebrity traits has been examined only in consumer behavior studies and has been rarely investigated in context of firms’ economic performance.

Despite an increase in businesses started by celebrities, we have limited understanding as to how celebrity entrepreneurs benefit new ventures. Drawing on a reputational capital perspective, we develop the notion of celebrity capital and show how it can be used to uniquely differentiate the venture and to overcome liabilities of newness. We discuss how celebrity capital can negatively influence the venture when negative information about the celebrity surfaces and in terms of limiting the scope of the venture. We discuss the different strategic implications of celebrity capital for ventures using celebrity entrepreneurs versus endorsers.

Quantitative objective studies on the problem of celebrity selection are lacking. Furthermore, existing research does not recognize the group decision-making nature and the possibility of customer involvement in celebrity or influencer selection for social media marketing. This study conceptualizes celebrity selection as a multi-attribute group decision-making problem while deriving the final ranking of celebrities/influencers using interactive and flexible criteria based on the value tradeoff approach. The article thus proposes and demonstrates a quantitative objective method of celebrity selection for a brand or campaign in an interactive manner incorporating customer's preferences as well.

Each decision-maker's preferences for celebrity selection criteria are objectively captured and converted into an overall group preference using a modified generalized fuzzy evaluation method (MGFEM). The final ranking of celebrities is then derived from an interactive and criteria-based value tradeoff approach using the flexible and interactive tradeoff method.

The approach gives a different ranking of celebrities for two campaigns based on group members' perceived importance of the selection criteria in different scenarios. This group includes decision-makers (DMs) from the brand, marketing communication agency and brand's customers. Further, each group member has an almost equal say in the decision-making based on fuzzy evaluation and an interactive and flexible value tradeoff approach to celebrity selection for receiving a rank order.

The approach uses secondary data on celebrities and hypothetical scenarios. Comparison with other methods is difficult, as no other study proposes a multi-criteria group decision-making approach to celebrity selection especially in a social media context.

This approach can help DMs make more informed, objective and effective decisions on celebrity selection for their brands or campaigns. It recognizes that there are multiple stakeholders, including the end customers, each of whose views is objectively considered in the aspects of group decision-making through a fuzzy evaluation method. Further, this study provides a selection mechanism for a given context of endorsement by objectively and interactively encapsulating stakeholder preferences.

This robust and holistic approach to celebrity selection can help DMs objectively make consensual decisions with partial or complete information. This quantitative approach contributes to the literature on selection mechanisms of influencers, celebrities, social media opinion leaders etc. by providing a methodological aid that encompasses aspects of interactive group decision-making for a given context. Moreover, this method is useful to DMs and stakeholders in understanding and incorporating the effect of nature or context of the brand and the campaign type in the selection of a celebrity or an influencer.

Celebrity-themed aircraft campaigns have become a popular tactic that airlines adopt as part of their experiential marketing efforts. The campaign aims at differentiating their airline from competitors through delivering and/or reforming consumers’ flying experience. The paper aims to discuss this issue.

Based on data collected from Taiwan, this study investigated the influence of four antecedents – attitude toward celebrity-themed aircrafts, subjective norms, perceived behavioral control and celebrity worship − on purchase intention.

The results revealed significant positive relationships between all four antecedents and purchase intention. Furthermore, celebrity worship changed the relationships between attitude, subjective norms, as well as perceived behavioral control and intentions.

This study investigates the potential role of marketing program of airlines with a fictional celebrity-themed aircraft that offer immersive flying experience to consumers. The experience starts on the outside where consumers can see the aircraft painted with celebrity-themed livery, and on the inside where the consumers get to experience many celebrity-related products, services, and spirit. According to the results, airlines can influence consumer purchase intention of the airlines services by offering consumers more celebrity related services, including celebrity-themed aircraft, customized products, and limited-amount souvenirs for their patronage. The results also demonstrate that celebrity worship has a significantly moderating effect on consumers’ perception on purchase intention. The results can vary depending on the intensity of celebrity worship.

The use of celebrity endorsers in advertising is wide‐spread – as much as 20 percent of all advertising use some type of celebrity endorser. Marketers invest significant dollars in securing the promotional support of well‐known individuals. Associative learning principles are presented as a useful framework for understanding how celebrity endorsers can be used more effectively. Principles such as repetition, overshadowing, blocking, belongingness, CS pre‐exposure, association set size, and extinction are introduced and linked to specific managerial suggestions for improving the use of celebrity endorsers.

The purpose of this paper is to undertake an exploratory study on mapping the investment fraud methods and tactics used by scammers against the emerging literature on scam compliance.

Qualitative interviews were conducted with victims of investment fraud supported by the engagement of specialist counsellors and allied health professionals who specialise in scam victim support (including investment fraud).

Investment fraud offending in the cases sampled exhibited a number of dominant offending traits and methodological themes. These included a strong reliance or dependency on legitimate service provisioning on the part of the fraudster and the use of key trust measures to lure the victim. The empirical data revealed the presence of a number of scam compliance influences captured in the literature, including trust, social influence and urgency, as well as others not previously documented that pave the way for further research attention.

The research only examined a sample of investment fraud victim experiences that engaged a national victim support service immediately following detection over a 24 month period.

The research found that offending relied upon the participation of trust-building signals and measures. Legitimate economy participants appear to play a dominant role in enabling investment scam activities, further creating efficiencies for criminals. The offending tended to follow a number of distinct but connected phases. Impacts were influenced by specific offending attributes, such as whether remote access was given to offenders of a victim’s device, as well as the nature of the identity credentials access.

The research has practically applied an emerging view of scam compliance influences and vulnerabilities within an investment fraud context. The study is novel in its thematic analysis of the distinct phases and tactics used by scammers.