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1 – 10 of 75Michael Bull, Rory Ridley-Duff, Geoffrey Whittam and Susan Baines
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Jens Seiffert-Brockmann, Christopher Ruppel and Sabine Einwiller
The purpose of this paper is to explore the impact of critical, journalistic documentaries on viewers. More precisely, it investigates the effects of responsibility attribution…
Abstract
Purpose
The purpose of this paper is to explore the impact of critical, journalistic documentaries on viewers. More precisely, it investigates the effects of responsibility attribution and surprise on stakeholder attitude, trust and identification.
Design/methodology/approach
In a quasi-experimental pre-post setting, 127 participants viewed a documentary about Austrian beverage and marketing company Red Bull. The film inquired into the deaths of six extreme athletes sponsored by the company. As a critical, investigative piece, the documentary was designed to give viewers the impression that Red Bull was, at least partially, responsible for the athletes’ deaths.
Findings
Results show that responsibility attribution, the feeling of being surprised and being in a state of negative affect, had a significant impact on viewers’ attitude and trust toward, and identification with Red Bull.
Originality/value
The study adds insights on surprise as a factor in viewers’ assessment of responsibility. The study is original in terms of methodology by using real-time rating to ascertain which sequences trigger changes in responsibility attribution among viewers. Furthermore, implications of the study’s findings with regard to inoculation theory are discussed.
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Maria-Teresa Gordillo-Rodriguez, Joaquín Marín-Montín and Jorge David Fernández Gómez
The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and…
Abstract
Purpose
The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.
Design/methodology/approach
To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.
Findings
The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.
Research limitations/implications
The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.
Originality/value
An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.
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Michael R. Melton, Xuan (Susan) Nguyen and Michael Simeone
The purpose of this paper is to introduce instruction of technical analysis on the undergraduate level that can coincide with traditional teachings of fundamental analysis.
Abstract
Purpose
The purpose of this paper is to introduce instruction of technical analysis on the undergraduate level that can coincide with traditional teachings of fundamental analysis.
Design/methodology/approach
Through examples using the latest in security analysis technology, this paper illustrates the importance of technical security analysis.
Findings
This research illustrates how technical analysis techniques may be used to make more significant investment decisions.
Originality value
Kirkpatrick and Dahlquist define technical analysis as a security analysis discipline for forecasting future direction of prices through the study of past market data primarily price and volume This form of analysis has stood in direct contrast to the fundamental analysis approach whereby actual facts of the company its industry and sector may be ignored. Understanding this contrast, much of academia has chosen to continue to focus its finance curricula on fundamental analysis techniques. As more universities implement trading rooms to reflect that of industry, they must recognize that any large brokerage trading group or financial institution will typically have both a technical analysis and fundamental analysis team. Thus, the need to incorporate technical analysis into undergraduate finance curricula.
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Michael Shaw, Priyantha Bandara and Sardana Islam Khan
This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South…
Abstract
Purpose
This study is an attempt to apply the techniques of semiotics in conjunction with quantitative analysis to decode and interpret an advertisement which promotes the South Australian Barossa Valley as a tourist destination.
Design/methodology/approach
A survey was submitted to a Southeast Asian student and postgraduate sample. Regression analysis and qualitative analysis were carried out, which suggested that the advertisement was engaging the majority of the audience.
Findings
Most respondents expressed a desire to visit the location and used language which was evocative and connective. Those who did not or who were turned off by the advertisement's content expressed themselves in language which terminated further engagement.
Research limitations/implications
The sample was a non-target group, but this is an advantage because it provides a base level of unconditioned response.
Practical implications
A better understanding of semiotics may reinforce other areas of marketing endeavour such as social marketing approaches which are gaining more importance in the still developing COVID-19 economy. This methodology can be extended to other marketing communication contexts.
Social implications
Once campaigns have been aimed at target audiences, there may be potential to orientate another campaign at non-target audiences using the same advertisement. In terms of global marketing, this is extension rather than adaptation.
Originality/value
This study provides an example of how marketing could use semiotics in conjunction with quantitative methods to determine an audience's response and the intention to purchase a product or service.
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