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The purpose of this study is to investigate the needs of potential end-users of a database dedicated to Swedish lesbian, gay, bisexual, transgender, queer, and intersex (LGBTQI) literature (e.g. prose, poetry, drama, graphic novels/comics, and illustrated books), in order to inform the development of a database, search interface functionalities, and an LGBTQI thesaurus for fiction.

A web questionnaire was distributed in autumn 2021 to potential end-users. The questions covered people's reasons for reading LGBTQI fiction, ways of finding LGBTQI fiction, experience of searching for LGBTQI fiction, usual search elements applied, latest search for LGBTQI fiction, desired subjects to search for, and ideal search functionalities.

The 101 completed questionnaires showed that most respondents found relevant literature through social media or friends and that most obtained copies of literature from a library. Regarding desirable search functionalities, most respondents would like to see suggestions for related terms to support broader search results (i.e. higher recall). Many also wanted search support that would enable retrieving more specific results based on narrower terms when too many results are retrieved (i.e. higher precision). Over half would also appreciate the option to browse by hierarchically arranged subjects.

This study is the first to show how readers of LGBTQI fiction in Sweden search for and obtain relevant literature. The authors have identified end-user needs that can inform the development of a new database and a thesaurus dedicated to LGBTQI fiction.

While the branding of individuals has attracted increasing attention from practitioners in recent decades, understanding of personal branding still remains limited, especially with regard to the branding of celebrity CEOs. To contribute to this debate, this paper aims to explore the co-branding of celebrity CEOs and corporate brands, integrating endorsement theory and the concept of meaning transfer at a level of brand attributes.

A between-subjects true experimental design was chosen for each of the two empirical studies with a total of 268 participants, using mock newspaper articles about a succession scenario at the CEO level of different companies. The study is designed to analyse the meaning transfer from celebrity CEO to corporate brand and vice versa using 16 personality attributes.

This study gives empirical support for meaning transfer effects at the brand attribute level in both the celebrity-CEO-to-corporate-brand and corporate-brand-to-celebrity-CEO direction, which confirms the applicability of the concept of brand endorsement to celebrity CEOs and the mutuality in co-branding models. Furthermore, a more detailed and expansive perspective on the definition of endorsement is provided as well as managerial guidance for building celebrity CEOs and corporate brands in consideration of meaning transfer effects.

This study is one of only few analysing the phenomenon of meaning transfer between brands that focus on non-evaluative associations (i.e. personality attributes). It is unique in its scope, insofar as the partnering relationship between celebrity CEOs and corporate brands have not been analysed empirically from this perspective yet. It bridges the gap between application in practice and the academic foundations, and it contributes to a broader understanding and definition of celebrity endorsement.