Trust me, I am famous: legitimating attractive celebrities as credible endorsers for charitable organisations - Leclercq, Thomas; Denis, Etienne; Hoornaert, Steven (Journal of marketing management, 2024)
Keywords: Business administration; Celebrities; charitable giving; Charities; Communication strategies; Congruence; Credibility; Donations; Endorsement; experimental design; fundraising campaigns; Humanities and Social Sciences; legitimacy; Legitimation; Meaning; Nonprofit organizations; Philanthropy; Endorsement; legitimacy; charitable giving; fundraising campaigns; experimental design