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Celebrity and influencer endorsements affect consumer attitudes, perceived brand credibility, engagement, and purchase intention across contexts and markets. Perceived authenticity increases credibility and long-term consumer engagement. Endorser–brand fit (match-up) and attractiveness influence persuasive impact and favorable brand perceptions. Brand ambassadors function cognitively, affectively, and experientially to support destination and product branding. Influencer marketing exhibits strategic power and has expanded in scope, including concentrated activity in food and beverage campaigns over time. Cultural foundations and market context moderate endorsement effectiveness and determine how endorsement strategies should be deployed for sustained brand outcomes.
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