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【With the same tag:【明星代言】 Found 2 articles】 /Page Order by: Asce Desc

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MARKETING | F270

The Effect of the Match between Celebrity Spokespersons and Victims on Donation

Zhu Huawei, Li Yanni, He Bin

In order to increase the enthusiasm of individuals to participate in donation, it is a common strategy to choose celebrity spokespersons to call for funds in current practice. Compared wit...

First published at: Nov 20, 2024

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doi:10.16538/j.cnki.fem.20240527.301

Foreign Economics & Management, Vol. 46, Issue 11, pp. 68 - 84

| F270

The Value Co-creation Mechanism of Celebrity Endorsement: Netnography of Multiple Fan Communities

Zhou Yijin, Bai Meijiadai

Unlike the passive consumers depicted by the traditional theories of celebrity endorsement, nowadays it is the fan community that plays a crucial role especially in the process of new cele...

First published at: Jan 20, 2021

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doi:10.16538/j.cnki.fem.20200723.301

Foreign Economics & Management, Vol. 43, Issue 01, pp. 3 - 22

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