Celebrity Endorsements of Cancer Screening

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...

Popular Music Celebrity Endorsements in Food and Nonalcoholic Beverage Marketing.

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 ...

Impact of Australian celebrity diagnoses on prostate cancer screening.

Economic Value of Celebrity Endorsements: Tiger Woods' Impact on Sales of Nike Golf Balls

In this paper, we quantify the economic worth of celebrity endorsements by studying the sales of endorsed products. We do so with the use of two unique data sets consisting of monthly golf ball sales and professional golfer (celebrity) quality levels. In particular, we specifically look at the impact Tiger Woods has had on sales of Nike golf balls. Our identification of the causal effect of cel...

Celebrity Endorsements, Firm Value, and Reputation Risk: Evidence from the Tiger Woods Scandal

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...