Demand Spillovers, Combative Advertising, and Celebrity Endorsements
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 کاملA Theory of Combative Advertising
Yuxin Chen • Yogesh V. Joshi2∗ • Jagmohan S. Raju • Z. John Zhang The Leonard N. Stern School of Business, New York University, New York, NY. (E-mail: [email protected]) The Wharton School, University of Pennsylvania, 3730 Walnut St, Philadelphia, PA 19104. (E-mail: [email protected], [email protected], [email protected]) ∗Corresponding Author: Phone: 215 573 0541, Fax: 2...
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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 ...
متن کاملPrint advertising: Celebrity presenters
a r t i c l e i n f o Keywords: Celebrity presenter characteristics Hook versus linear conceptualization of characteristics Persuasion and dissuasion This study validates Rossiter and Percy's (1987) hook theory of presenter characteristics, for celebrity presenters. Firstly, by employing a product-alone control group, the study demonstrates that some celebrity-product pairings have a good fit a...
متن کاملIs Persuasive Advertising Always Combative in a Distribution Channel?
The existing marketing literature suggests that persuasive advertising elicits counteractions from competing manufacturers and consequently leads to wasteful cancellation of the advertising effects. Thus, persuasive advertising is widely perceived to be combative in nature. A series of papers by Shaffer and Zettelmeyer (2002, 2004a,b) demonstrate that appropriate targeting may partially mitigat...
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ژورنال
عنوان ژورنال: American Economic Journal: Applied Economics
سال: 2014
ISSN: 1945-7782,1945-7790
DOI: 10.1257/app.6.2.76