Pretty Sharma
Biographic Data
| ID | 9506840 |
|---|---|
| NAME | Pretty Sharma |
| GIVEN NAMES | Pretty |
| FAMILY NAME | Sharma |
| SIGNATURE | SHARMA P |
| AFFILIATIONS | Management Development Institute |
| ORCID | 0009-0003-7139-7703 |
| VERIFIED | Yes |
| TOTAL WORKS | 1 |
| TOTAL CITATIONS | 0 |
| AUTHOR COUNT | 1 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2026 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands
Celebrity capital refers to the celebrity’s level and frequency of media visibility and consists of four stages: acquisition, consolidation, decline and resurgence. Two between-subject experiments with non-student respondents find that consolidation-stage endorsers are the most effective in positively influencing consumer evaluations, followed by acquisition-stage endorsers. Advertisements featuring decline-stage celebrities are no different from…
No prominent works on this page.
Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands
Celebrity capital refers to the celebrity’s level and frequency of media visibility and consists of four stages: acquisition, consolidation, decline and resurgence. Two between-subject experiments with non-student respondents find that consolidation-stage endorsers are the most effective in positively influencing consumer evaluations, followed by acquisition-stage endorsers. Advertisements featuring decline-stage celebrities are no different from…
Capital (architecture) (1 works) · Consumer Behavior in Brand Consumption and Identification (1 works) · Consumer behaviour (1 works) · Gender, Feminism, and Media (1 works) · Media Influence and Health (1 works) · Social capital (1 works) · Stars (1 works)