{"id":"https://openalex.org/W3097405602","doi":null,"title":"Patterns of Celebrity Endorsement in Fashion Magazine \u201cThe MAG\u201d","display_name":"Patterns of Celebrity Endorsement in Fashion Magazine \u201cThe MAG\u201d","publication_year":2020,"publication_date":"2020-06-29","ids":{"openalex":"https://openalex.org/W3097405602","mag":"3097405602"},"language":"en","primary_location":{"id":"pmh:oai:ojs2.sbr.journals.unisel.edu.my:article/54","doi":null,"is_oa":true,"landing_page_url":"http://sbr.journals.unisel.edu.my/index.php/sbr/article/view/54","pdf_url":"https://sbr.journals.unisel.edu.my/index.php/sbr/article/download/54/47","source":{"id":"https://openalex.org/S7407068003","display_name":"Selangor Business Review","issn_l":"2289-7658","issn":["2289-7658","2716-5876"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I188524465","host_organization_name":"University of Selangor","host_organization_lineage":["https://openalex.org/I188524465"],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2289-7658","raw_type":"info:eu-repo/semantics/article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://sbr.journals.unisel.edu.my/index.php/sbr/article/download/54/47","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5022531518","display_name":"Rashid Ali Khuhro","orcid":"https://orcid.org/0000-0003-1514-611X","observed_orcids":["https://orcid.org/0000-0003-1514-611X"]},"institutions":[{"id":"https://openalex.org/I126131087","display_name":"University of Sindh","ror":"https://ror.org/01d692d57","country_code":"PK","type":"education","lineage":["https://openalex.org/I126131087"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Rashid Ali Khuhro","raw_affiliation_strings":["[University of Sindh]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"[University of Sindh]","institution_ids":["https://openalex.org/I126131087"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5111945230","display_name":"Bashir Ahmed Memon","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I126131087","display_name":"University of Sindh","ror":"https://ror.org/01d692d57","country_code":"PK","type":"education","lineage":["https://openalex.org/I126131087"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Bashir Ahmed Memon","raw_affiliation_strings":["[University of Sindh]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"[University of Sindh]","institution_ids":["https://openalex.org/I126131087"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5031445160","display_name":"Sarah Aslam","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I126131087","display_name":"University of Sindh","ror":"https://ror.org/01d692d57","country_code":"PK","type":"education","lineage":["https://openalex.org/I126131087"]}],"countries":["PK"],"is_corresponding":false,"raw_author_name":"Sarah Aslam","raw_affiliation_strings":["[University of Sindh]"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"[University of Sindh]","institution_ids":["https://openalex.org/I126131087"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I126131087"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"18","last_page":"28"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.7221999764442444,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12908","display_name":"Media, Gender, and Advertising","score":0.7221999764442444,"subfield":{"id":"https://openalex.org/subfields/3318","display_name":"Gender Studies"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.13529999554157257,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.045499999076128006,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/celebrity-endorsement","display_name":"celebrity endorsement","score":1.0},{"id":"https://openalex.org/keywords/magazine-advertising","display_name":"magazine advertising","score":0.6230000257492065},{"id":"https://openalex.org/keywords/cosmetic-advertising","display_name":"cosmetics advertising","score":0.7440000176429749},{"id":"https://openalex.org/keywords/female-consumers","display_name":"women consumers","score":0.7179999947547913},{"id":"https://openalex.org/keywords/advertising-space","display_name":"advertising space","score":0.40400001406669617}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.8643529415130615},{"id":"https://openalex.org/C201280247","wikidata":"https://www.wikidata.org/wiki/Q11032","display_name":"Newspaper","level":2,"score":0.7720926403999329},{"id":"https://openalex.org/C2778637750","wikidata":"https://www.wikidata.org/wiki/Q1795654","display_name":"Testimonial","level":2,"score":0.7332103252410889},{"id":"https://openalex.org/C523419034","wikidata":"https://www.wikidata.org/wiki/Q25372","display_name":"Drama","level":2,"score":0.46709248423576355},{"id":"https://openalex.org/C2775899829","wikidata":"https://www.wikidata.org/wiki/Q3109007","display_name":"Globe","level":2,"score":0.4598546624183655},{"id":"https://openalex.org/C29595303","wikidata":"https://www.wikidata.org/wiki/Q165650","display_name":"Media studies","level":1,"score":0.33783620595932007},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.2960944175720215},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.2834678888320923},{"id":"https://openalex.org/C144024400","wikidata":"https://www.wikidata.org/wiki/Q21201","display_name":"Sociology","level":0,"score":0.27371692657470703},{"id":"https://openalex.org/C153349607","wikidata":"https://www.wikidata.org/wiki/Q36649","display_name":"Visual arts","level":1,"score":0.14383402466773987},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.14045464992523193},{"id":"https://openalex.org/C169760540","wikidata":"https://www.wikidata.org/wiki/Q207011","display_name":"Neuroscience","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"pmh:oai:ojs2.sbr.journals.unisel.edu.my:article/54","doi":null,"is_oa":true,"landing_page_url":"http://sbr.journals.unisel.edu.my/index.php/sbr/article/view/54","pdf_url":"https://sbr.journals.unisel.edu.my/index.php/sbr/article/download/54/47","source":{"id":"https://openalex.org/S7407068003","display_name":"Selangor Business Review","issn_l":"2289-7658","issn":["2289-7658","2716-5876"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I188524465","host_organization_name":"University of Selangor","host_organization_lineage":["https://openalex.org/I188524465"],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2289-7658","raw_type":"info:eu-repo/semantics/article"},{"id":"mag:3097405602","doi":null,"is_oa":false,"landing_page_url":"http://sbr.journals.unisel.edu.my/ojs/index.php/sbr/article/view/54","pdf_url":null,"source":null,"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":null}],"best_oa_location":{"id":"pmh:oai:ojs2.sbr.journals.unisel.edu.my:article/54","doi":null,"is_oa":true,"landing_page_url":"http://sbr.journals.unisel.edu.my/index.php/sbr/article/view/54","pdf_url":"https://sbr.journals.unisel.edu.my/index.php/sbr/article/download/54/47","source":{"id":"https://openalex.org/S7407068003","display_name":"Selangor Business Review","issn_l":"2289-7658","issn":["2289-7658","2716-5876"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I188524465","host_organization_name":"University of Selangor","host_organization_lineage":["https://openalex.org/I188524465"],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"2289-7658","raw_type":"info:eu-repo/semantics/article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W3097405602.pdf","grobid_xml":"https://content.openalex.org/works/W3097405602.grobid-xml"},"referenced_works_count":43,"referenced_works":["https://openalex.org/W1016449525","https://openalex.org/W1511176351","https://openalex.org/W1558775422","https://openalex.org/W1592411571","https://openalex.org/W1932652616","https://openalex.org/W1964924375","https://openalex.org/W1976839163","https://openalex.org/W2001448778","https://openalex.org/W2002067858","https://openalex.org/W2003350935","https://openalex.org/W2005220226","https://openalex.org/W2008195481","https://openalex.org/W2034271104","https://openalex.org/W2045664030","https://openalex.org/W2056726912","https://openalex.org/W2059715854","https://openalex.org/W2062350780","https://openalex.org/W2077393633","https://openalex.org/W2094139619","https://openalex.org/W2098783758","https://openalex.org/W2106815883","https://openalex.org/W2108271512","https://openalex.org/W2108867285","https://openalex.org/W2110282444","https://openalex.org/W2123551388","https://openalex.org/W2148151286","https://openalex.org/W2298824189","https://openalex.org/W2318358854","https://openalex.org/W2341413164","https://openalex.org/W2386188707","https://openalex.org/W2460716226","https://openalex.org/W2531871136","https://openalex.org/W2546810071","https://openalex.org/W2592143978","https://openalex.org/W2750575675","https://openalex.org/W2807194386","https://openalex.org/W2898298415","https://openalex.org/W2923266204","https://openalex.org/W2999589538","https://openalex.org/W3122354189","https://openalex.org/W3122511627","https://openalex.org/W3124358607","https://openalex.org/W3125916972"],"related_works":["https://openalex.org/W2059715854","https://openalex.org/W7036678866","https://openalex.org/W903846707","https://openalex.org/W2008644281","https://openalex.org/W928492381","https://openalex.org/W6907684074","https://openalex.org/W2031295041","https://openalex.org/W2156587064","https://openalex.org/W2414156535","https://openalex.org/W197348754"],"abstract_inverted_index":{"The":[0,95,126,138],"practice":[1],"of":[2,45,60,83,106,109,120,132,140,158,169,179,191,199,213,221],"celebrity":[3,84],"endorsement,":[4],"precisely":[5],"the":[6,18,81,115,133,141,159,173,180,188,197,209,214,233,236],"testimonial":[7],"method,":[8],"has":[9],"become":[10],"an":[11],"essential":[12],"tool":[13],"in":[14,40,57,86,93,124,172,239],"modern":[15],"advertising":[16],"around":[17],"globe.":[19],"In":[20],"this":[21,53,76,204],"technique,":[22],"celebrities":[23,170,181,192],"like":[24],"film":[25],"and":[26,34,72,148,187,201,230],"drama":[27],"actors,":[28],"actresses,":[29],"models,":[30],"sports":[31],"celebrities,":[32],"politicians,":[33],"religious":[35],"scholars":[36],"are":[37,194],"widely":[38],"portrayed":[39,171,193],"advertisements":[41,61,111,134,174,238],"to":[42,50,79,151],"attract":[43],"masses":[44],"consumer":[46],"products":[47,143],"advertised.":[48],"According":[49],"previous":[51],"studies,":[52],"technique":[54],"is":[55,206],"used":[56],"all":[58],"sorts":[59],"(ads)":[62],"such":[63,219],"as":[64],"radio":[65],"commercials,":[66],"Television,":[67],"cinema,":[68],"billboards,":[69],"online,":[70],"newspapers,":[71],"magazine":[73,91,123],"ads.":[74],"Therefore,":[75],"study":[77,205],"aims":[78],"examine":[80],"patterns":[82],"endorsement":[85],"\u201cThe":[87,121,215],"MAG\u201d":[88,122,216],"weekly":[89],"fashion":[90,217],"published":[92],"Pakistan.":[94,240],"researchers":[96],"collected":[97],"data":[98],"by":[99],"applying":[100],"a":[101,107,166,183],"quantitative":[102],"content":[103],"analysis":[104],"approach":[105],"total":[108],"218":[110],"selected":[112],"purposively":[113],"from":[114],"last":[116],"six":[117,210],"months'":[118],"publication":[119],"2018.":[125],"overall":[127],"results":[128],"revealed":[129],"that":[130,156],"most":[131,157,178],"occupied":[135],"full-page":[136],"space.":[137],"majority":[139],"advertised":[142],"were":[144,149,175],"for":[145,235],"females":[146],"consumers":[147],"related":[150],"cosmetics.":[152],"Significantly,":[153],"findings":[154],"showed":[155],"ads":[160],"do":[161],"not":[162],"portray":[163],"celebrities.":[164],"However,":[165],"significant":[167],"quantity":[168],"females.":[176],"Besides,":[177],"have":[182],"national":[184],"geographical":[185],"location,":[186],"higher":[189],"number":[190],"associated":[195],"with":[196],"profession":[198],"acting":[200],"modeling.":[202],"Though":[203],"conducted":[207,225],"about":[208],"months":[211],"publications":[212],"magazines,":[218],"types":[220],"studies":[222],"should":[223],"be":[224],"on":[226,232],"general":[227],"category":[228],"magazines":[229],"also":[231],"advertisement":[234],"newspaper":[237]},"counts_by_year":[],"updated_date":"2026-10-07T09:51:55.459714","created_date":"2020-11-09T00:00:00"}