Similar Search Results

Riding the coat‐tails of a positive review: rave reviews and attitude transfer

Chapman, Kenneth J.; Aylesworth, Andrew - In: Journal of Consumer Marketing 16 (1999) 5, pp. 418-440

network. The results suggest several advertising strategies that will allow a firm to accrue benefits from a product that has …

Persistent link: https://www.econbiz.de/10014849250

Consumer perceptions of mentioned product and brand attributes in magazine advertising

Puth, Gustav; Mostert, Pierre; Ewing, Michael - In: Journal of Product & Brand Management 8 (1999) 1, pp. 38-50

advertising for the three selected brands and respondents’ rating of those attributes against evaluative criteria for the product … product attributes in advertising. This study investigates consumer perceptions of mentioned product attributes in magazine … advertising for a specific product category. Results confirm a clear relationship between attributes specifically mentioned in …

Persistent link: https://www.econbiz.de/10014896535

Celebrity Endorsers: Do You Get What You Pay For?

Walker, Mary; Langmeyer, Lynn; Langmeyer, Daniel - In: Journal of Consumer Marketing 9 (1992) 2, pp. 69-76

Considers the results of recent studies of celebrity endorsers in advertisements. Analyses the results of a particular study evaluating three product categories: bath towels, blue jeans, and VCRs; two endorsers: Madonna and Christie Brinkley; and the product when advertised by each celebrity....

Persistent link: https://www.econbiz.de/10014849066

The association endorsement and consumers’ intention to purchase

Daneshvary, Rennae; Schwer, R. Keith - In: Journal of Consumer Marketing 17 (2000) 3, pp. 203-213

Many studies have investigated the impact of celebrity endorsers on consumers’ purchase intention. None, however, has studied the effects of an association endorsement. This research examined the effect of the Professional Rodeo Cowboys Association’s (PRCA) endorsement of products on...

Persistent link: https://www.econbiz.de/10014848226

Attitudes towards offensive advertising: an Australian study

Waller, David S. - In: Journal of Consumer Marketing 16 (1999) 3, pp. 288-295

public perceive as “offensive”. Analyses the responses to a survey of attitudes towards the advertising of particular … potentially controversial/offensive products. The study can be used by advertising agencies to develop an understanding of which … advertising is perceived by some people as offensive, and a list of potentially controversial clients. …

Persistent link: https://www.econbiz.de/10014849244

Female nudity: attitudes towards the ad and the brand, and implications for advertising strategy

LaTour, Michael S.; Henthorne, Tony L. - In: Journal of Consumer Marketing 10 (1993) 3, pp. 25-32

ads. Discusses implications for advertising strategy. …

Persistent link: https://www.econbiz.de/10014849087

Brand celebrities : analysis of celebrity sponsorship posts on Facebook

Greve, Goetz; Schlüschen, Andrea; Fantapié Altobelli, … - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 77-110

Persistent link: https://www.econbiz.de/10014318182

Celebrity endorsement, brand credibility and brand equity

Spry, Amanda; Pappu, Ravi; Bettina Cornwell, T. - In: European Journal of Marketing 45 (2011) 6, pp. 882-909

Purpose – This research aims to examine the impact of celebrity credibility on consumer‐based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub‐brand) employed by the endorsed brand on the endorser...

Persistent link: https://www.econbiz.de/10014722739

The Use of Created Versus Celebrity Spokespersons in Advertisements

Tom, Gail; Clark, Rebecca; Elmer, Laura; Grech, Edward; … - In: Journal of Consumer Marketing 9 (1992) 4, pp. 45-51

male and female spokespersons′ effectiveness by audience gender. Concludes that celebrities can be used to gain attention …

Persistent link: https://www.econbiz.de/10014849070

Magazine advertising : factors influencing the effectiveness of celebrity advertising

Martín-Santana, Josefa D.; Beerli-Palacio, Asunción - In: Journal of promotion management : JPM 19 (2013) 2, pp. 139-166

Persistent link: https://www.econbiz.de/10009754907

1
2
3
4
5
6
7
8
9
10
Next
Last