Results 111 to 120 of about 169 (163)
Do digital platforms create entrepreneurial opportunities? Evidence from marginal areas
Strategic Entrepreneurship Journal, EarlyView.Abstract Research Summary This article enters the debate on the effects of digital platforms on entrepreneurial opportunities by estimating whether the entry of a home‐sharing platform shapes entrepreneurial decisions in marginal areas. We add a novel perspective to the literature, as we contend that when economic conditions are unfavorable, digital ...
Francesco Luigi Milone +2 more
wiley +1 more source
Strategic framing of novel ideas: How contestation shapes the evolution of novelty
Strategic Entrepreneurship Journal, EarlyView.Abstract Research Summary Entrepreneurs use strategic framing to gain support for their novel ventures, products, and services. A key challenge entrepreneurs face is that audiences often contest frames that introduce novel ideas, especially when these ideas disrupt audiences' mental and business models.
Janina Klein +2 more
wiley +1 more source
Mixed feelings, mixed outcomes? When emotionally ambivalent framing enhances idea appreciation
Strategic Entrepreneurship Journal, EarlyView.Abstract Research Summary Despite growing interest in how linguistic strategies shape audience responses to innovative ideas, prior evidence on the benefits of using emotional language remains mixed. Building on research on emotional ambivalence and social evaluation, we introduce the concept of emotionally ambivalent framing (i.e., the combination of ...
Donato Cutolo +2 more
wiley +1 more source
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Celebrity endorsements: Exploring the processes for finding the right celebrity to endorse a brand
Journal of Brand Strategy, 2014Celebrity endorsements are a popular business-to-consumer promotion strategy in the UK as well as internationally. This is with good reason: they provide a very emotional approach to product promotion. The rational explanation for the increasing use of the famous in marketing campaigns is simple.
Hollensen, Svend +1 more
openaire +2 more sources
Journal of Promotion Management, 2005
Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
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Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand.
Paul J. Costanzo, Janelle E. Goodnight
openaire +2 more sources
2014
Die folgende empirische Studie befasst sich mit dem Celebrity Endorsement und dem bewussten Entschluss einen markeninkongruenten prominenten Werbeträger auszuwählen. Die bisherige Forschung fokussierte hauptsächlich auf die Übereinstimmung zwischen Celebrity und Produkt, theoretische Grundgerüste wie das Meaning Transfer Modell oder die Match Up ...
Kerrigan, Finola +2 more
openaire +4 more sources
Die folgende empirische Studie befasst sich mit dem Celebrity Endorsement und dem bewussten Entschluss einen markeninkongruenten prominenten Werbeträger auszuwählen. Die bisherige Forschung fokussierte hauptsächlich auf die Übereinstimmung zwischen Celebrity und Produkt, theoretische Grundgerüste wie das Meaning Transfer Modell oder die Match Up ...
Kerrigan, Finola +2 more
openaire +4 more sources
Multiple Celebrity Endorsement
2016The use of multiple celebrity endorsers, to advertise a single brand, is becoming increasingly common. While the idea of using multiple endorsers is not entirely new, research on the topic is scant. This research contributes to the celebrity endorsement literature by introducing a previously unexplored dimension of source congruence: portfolio-brand ...
Yu, Sik Chuen (Max), Pappu, Ravi
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Who is the Celebrity Endorser? A Content Analysis of Celebrity Endorsements
Journal of International Consumer Marketing, 2018Much of the academic literature suggests that 25%–30% of all advertising in western countries uses celebrities.
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“Fitness” marketing: Celebrity or non-celebrity endorsement?
Services Marketing Quarterly, 1997ABSTRACT This paper makes a beginning in the comparison of real ads on source credibility in the context of the marketing of “fitness” related goods and services. While the results establish the greater credibility of celebrity endorsed ads vis a vis non-celebrity endorsed ads in the context of the test product, the authors nevertheless empirically ...
Rajan Nataraajan, Sudhir K. Chawla
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