This work draws upon Hiphop feminism, studies of Black girlhood, and women girls' literacies to illuminate the layered violent narratives that shape society's treatment girls, what these look like in everyday life, how they are taken up negotiated different social spheres, such as an afterschool club for middle school girls platforms artistry artists creatives. Richardson considers activism is ...

Purpose This empirical research conceptualises the impact of celebrity effectiveness on consumer purchase intention, with customer perception and attitude as mediators. A cross-cultural approach is adopted to analyse response branding across Britain Pakistan containing non-explicit explicit sex appeals. Design/methodology/approach within-subject experimental design (2 countries × 2 ad designs) ...

Mrs.V.Perathu Selvi Assistant Professor, Department of Computer Science, Francis Xavier Engineering College, Tirunelveli Email: [email protected] Ms.K.Raja Sundari Assistant Professor, Department of Computer Science, Francis Xavier Engineering College, Tirunelveli Email: [email protected] Mrs.P.J.Beslin Pajila Assistant Professor, Department of Computer Science, Francis Xavier Eng...

This study investigates the time-varying effects of celebrity endorsements on consumer purchase attitudes toward promoted products using a novel dynamic hierarchical multi-attribute attitude forecast model. The induced direct and indirect effects via constructs of product attributes and net product value are then incorporated into the proposed conceptual model, which is formulated with a discre...

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...

Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...


 Skin care products or skincare using public figures are considered to have power over the general who see these and can make offers so that people interested in them even a decision buy product being promoted. This study aims find out how celebrity endorser relationship influences products. The company's strategy taking advantage of promotions is establish relationships with endorsers. W...