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The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In…
The purpose of this paper is to test empirically the impact of negative information about a celebrity spokesperson on consumers' perceptions of the endorsed brand. In addition, it is the first study to examine the reverse relationship: the impact of negative information about the brand on the celebrity endorser.
A two‐group, post‐test‐only, randomized experimental design was utilized to test the hypotheses. Data were collected by a survey of 247 college students.
The results of an experiment indicate that when respondents are exposed to negative information about a celebrity endorser, a negative transference of affect in the endorsement relationship will occur. However, when the situation is reversed and the respondents are exposed to negative information about the brand, the transference of affect is mitigated.
The present study provides a starting‐point for further research on negative information transference in the celebrity endorsement relationship.
It is crucial that retailers be aware of the risks associated with using celebrities to endorse their stores and products. Given that these results provide tentative support for the commonly held belief that a decline in the celebrity's image can impact the image of the brand, it is important that retailers carefully choose an endorser who currently has a good image and will likely be able to uphold this image in the future.
The paper introduces and empirically examines one explanation of how negative information may impact the celebrity advertising process.
The purpose of this paper is to identify distinguishing term characteristics from among the information of term appearance situations (tas) residing in the…
The purpose of this paper is to identify distinguishing term characteristics from among the information of term appearance situations (tas) residing in the relevant/irrelevant documents retrieved for use. Terms with specific characteristics could be used in the distinguishing of user profiles, documents, pages or concepts to assist in information retrieval.
First, a method to apply the potential term characteristics in the distinguishing of user profiles in the information retrieval environment is designed. Then, an information retrieval system is developed to demonstrate the realisation and sustain the study of the method. Formal tests are conducted to examine the distinguishing capability of the potential term characteristics proposed in the method.
The results of the tests show that the potential term characteristics proposed in this study are successfully applied in the distinguishing of user profiles in the information retrieval environment.
Identification of distinguishing term characteristics would expand the ground for the IR community in the design of feature‐extraction algorithms or systems that try to cull information from structured or unstructured documents.
The following bibliography focuses mainly on programs which can run on IBM microcomputers and compatibles under the operating system PC DOS/MS DOS, and which can be used…
The following bibliography focuses mainly on programs which can run on IBM microcomputers and compatibles under the operating system PC DOS/MS DOS, and which can be used in online information and documentation work. They fall into the following categories:
In the 1970s, the United States Congress enacted two statutes that have had dramatic and far‐reaching effects on the education of handicapped children by public schools…
In the 1970s, the United States Congress enacted two statutes that have had dramatic and far‐reaching effects on the education of handicapped children by public schools. These two laws, Section 504 of the Rehabilitation Act of 1973 and the Education For All Handicapped Children Act of 1975 (known as Public Law 94–142), have required local public school agencies to provide new eductional programs for thousands of handicapped children not previously served by the public schools. Counselors, principals, and teachers were quickly informed of the law's requirements and willingly began the task of main‐streaming and assimilating these children into various curricula. Their physical needs were attended to rapidly; their societal and emotional needs, unfortunately, lagged behind. Within the past seven years, there has been an increase in books, articles, and films specifically addressed to counseling the handicapped. Unlike past literature which focused only on the vocational aspect of rehabilitation counseling, current writing emphasizes personal counseling meant to assist a disabled child to participate fully in the problems and joys of daily living.
Based on fifteen years of data on the annual Academy of International Business (AIB) best dissertation Farmer Award finalists, we find that these dissertations were done…
Based on fifteen years of data on the annual Academy of International Business (AIB) best dissertation Farmer Award finalists, we find that these dissertations were done at a range of North American universities. Interestingly, dissertation topics differed from the topics covered in the three top IB journals with five‐sixths of the topics in management, organization, economics, or finance and two‐thirds set in a single country or region (U.S., Japan, North America, and Western Europe). Survey research is the most common methodology but analysis of secondary data is growing. As expected, the finalists are on average an extraordinarily prolific group.
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