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Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands

Pretty Sharma et al.

Journal of Advertising Research2026https://doi.org/10.1080/00218499.2025.2610030article
AJG 3ABDC A
Weight
0.50

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No abstract available.

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https://doi.org/https://doi.org/10.1080/00218499.2025.2610030

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@article{pretty2026,
  title        = {{Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands}},
  author       = {Pretty Sharma et al.},
  journal      = {Journal of Advertising Research},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1080/00218499.2025.2610030},
}

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Exploring Celebrity Capital Life Cycle’s Impact on Endorsement Effectiveness: How Stars Rise, Shine, and Fizzle for Familiar and Unfamiliar Brands

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.