Are multiple brand endorsements economically effective?
نویسندگان
چکیده
منابع مشابه
The Conditioning Effect on Celebrity Multiple Endorsements
This research adapts experimental design to investigate the effect of conditioning or not and pre-exposure or not on brand attitude, so it is a 2×2 4 factorial design. The results show that the brand attitude of conditioning group is significantly higher than that of unconditioning group. The brand attitude with pre-exposure is significantly higher than that without pre-exposure. Conditioning o...
متن کاملEqualitarian Societies are Economically Impossible
The inequality of wealth distribution is a universal phenomenon in civilized nations and it is often imputed to the Matthew effect, that is, the rich get richer and the poor get poorer. Some philosophers unjustified this phenomenon and tried to put the human civilization upon the evenness of wealth. Noticing the facts that 1) the emergence of centralism is the starting point of human civilizati...
متن کاملManipulation through political endorsements
We study elections with three candidates under plurality voting. A candidate is a Condorcet loser if the majority of the voters place that candidate at the bottom of their preference rankings. We rst show that a Condorcet loser might win the election in a three-way race. Next we introduce to the model an endorser who has private information about the true probability distribution of the prefere...
متن کاملAre Facebook Brand Community Members Really Loyal to the Brand?
Although research into consumer participation in online brand communities has grown in recent years, still little is known about how membership in a Facebook brand community is related to brand loyalty. This study tests the direct and indirect effects of brand community engagement, electronic word-of-mouth (eWOM) intention, and community promotion behavior on attitudinal loyalty, repurchase int...
متن کاملSearch for Clinically and Economically Effective Lymphomas Treatment.
There is an acute problem concerning lymphoma treatment in Ukraine. Previously, due to unavailability of up-to-date chemotherapy (CT) regimes, only 20% of lymphoma patients had a chance for persistent remission after the treatment, 4060% of patients had response to treatment and only 35% of patients had 5-year survival rates. Todays clinical protocols of therapy in lymphoma patients take into a...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Product & Brand Management
سال: 2018
ISSN: 1061-0421
DOI: 10.1108/jpbm-08-2017-1549