Celebrity Endorsements and Customer Patronage
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 کاملAn examination of the celebrity endorsements and online customer reviews influence female consumers' shopping behavior
0747-5632/$ see front matter 2012 Elsevier Ltd. A http://dx.doi.org/10.1016/j.chb.2012.08.005 ⇑ Corresponding author. Tel.: +886 2 2737 6764; fa E-mail address: [email protected] (P.-S. Wei). The goal of this study is to compare the influence of celebrity endorsements to online customer reviews on female shopping behavior. Based on AIDMA and AISAS models, we design an experiment to investigate...
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BACKGROUND Food and beverage marketing has been associated with childhood obesity. We quantified the number and type of food or beverage brands promoted by music celebrities, assessed the nutritional quality of the products, and examined Teen Choice Award data to assess the celebrities' popularity among adolescents. METHODS This was a descriptive study. A list of music celebrities associated ...
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We estimate the stock market effects of the Tiger Woods scandal on his sponsors and sponsors’ competitors. In the 10-15 trading days after the onset of the scandal the full portfolio of sponsors lost more than two percent of market value, with losses concentrated among the core three sponsors EA, Nike and PepsiCo (Gatorade). Sponsors’ day-by-day losses correlate strongly with Google search inte...
متن کاملThe Role of Celebrity Endorsements in Politics: Oprah, Obama, and the 2008 Democratic Primary
Candidates in major political contests are commonly endorsed by other politicians, interest groups and celebrities. Prior to the 2008 Democratic Presidential Primary, Barack Obama was endorsed by Oprah Winfrey, a celebrity with a proven track record of influencing her fans’ commercial decisions. In this paper, we use geographic differences in subscriptions to O! – The Oprah Magazine and the sal...
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ژورنال
عنوان ژورنال: Journal of Economics and Management Sciences
سال: 2018
ISSN: 2576-3016,2576-3008
DOI: 10.30560/jems.v1n3p45