Results 61 to 70 of about 1,375 (253)
The effectiveness of celebrity endorsements: a meta-analysis [PDF]
Journal of the Academy of Marketing Science, 2016 Celebrities frequently endorse products, brands, political candidates, or health campaigns. We investigated the effectiveness of such endorsements by meta-analyzing 46 studies published until April 2016 involving 10,357 participants. Applying multilevel meta-analysis, we analyzed celebrity endorsements in the context of for-profit and non-profit ...
Johannes Knoll, Jörg Matthes
openaire +2 more sources
Agribusiness, EarlyView.ABSTRACT The Cordillera Administrative Region in the Philippines is home to terraced rice embedded in centuries of cultural heritage. However, weak market incentives threaten sustained production, jeopardizing indigenous communities' cultural heritage and the in situ biodiversity of rice genetic resources.
Kofi Britwum, Matty Demont
wiley +1 more source
Jurnal Aplikasi Manajemen, 2018 The growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to
Deandra Vidyanata +2 more
doaj +1 more source
Celebrity endorsers' performance on the “ground” and on the “floor” [PDF]
Marketing Letters, 2012 This article analyzes the relationship between two types of performances, one on the ground (of a tennis court) and the other on the floor (of the stock market). The empirical application looks into the tennis player, Rafael Nadal, and his endorsing firms.
Nicolau, Juan Luis +1 more
openaire +2 more sources
Testing the Marketing Performance of German Wheat Farmers
Agribusiness, EarlyView.ABSTRACT This paper analyses the marketing performance of wheat farmers in Germany. Wheat sales data from 465 individual farms over a 12‐year period are used to test against different market benchmarks. Market benchmarks are constructed by simulating passive trading agents using regional wheat prices.
Franziska Potts, Jens‐Peter Loy
wiley +1 more source
Celebrity Endorsement and Purchase Intention of the Buyer in Clothing Sector
Fashion and Textiles Review, 2019 Companies are continually determined to increase and maintain clients by means of developing their brand reputation and image. Mainly, this calls for better celebrity endorser strategies with targeted markets.
Mohammed Majeed +2 more
doaj +1 more source
On the Prospects for African Philosophy in Australia
Australian Journal of Social Issues, EarlyView.ABSTRACT This paper grapples with the situation of people of African descent in Australia by working through the constitution of the body of academic philosophy in the country. It contends with the parochialism of the Australian philosophical community and the prospects for the cultivation of greater pluralism. Taking African philosophy as one possible
Bryan Mukandi
wiley +1 more source
The Lahore Journal of Business, 2017 Celebrity endorsement is widely used as an advertising technique. This study examines three dimensions of celebrity endorsement, including trustworthiness, expertise and attractiveness, as predictors of positive word of mouth by consumers.
Farida Saleem
doaj
Journal of Management Small and Medium Enterprises (SME's)This paper explores the effect of country of origin on consumer purchase and repeat purchase intention. The moderating impact of celebrity endorsement will also be explored.
Shanzara Khan, Satesh Sookhai
doaj +1 more source
The Brand’s Effect on the Evaluation of Advertising Endorsed by Celebrities: an Experimental Study
BBR: Brazilian Business Review, 2015 Celebrity endorsement aims to influence consumers to buy advertised products. In endorsing products, celebrities transfer their attributes to the objects, making them more desired by consumers.
Leonardo Aureliano-Silva +3 more
doaj