Celebrity endorsers: do you get what you pay for?
Article Abstract:
The results of several celebrity endorser studies are analyzed and their implications for marketing managers are discussed. An important insight for marketing managers is the transference of unintended meanings to a product through a celebrity endorsement. This implies that devastating results can occur when a mismatch takes place between product attributes and celebrity endorser attributes. Thus, the need to fully understand how a celebrity affects product meaning is stressed.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1992
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Interactive marketing: the influence of participation on positive word-of-mouth and referrals
Article Abstract:
Four dimensions of salient participation that are highly predictive of both positive word-of-mouth and even direct referrals are identified. These are tangibility, empathy, attendance and meaningful interaction. Service providers who are dependent on word of mouth for new business generation can use these four dimensions of interactive marketing management as basis for the development of a specific service delivery system.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1992
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Advertising appeals used by services marketers: a comparison between Hong Kong and the United States
Article Abstract:
Comparison of the methods service industries in the US and Hong Kong employ reveal the differences in methods used. Service oriented industries must employ a marketing strategy which centers on emotional appeal through visual and not verbal means to capitalize on the intangible quality of their products. However, in order to establish such claims made by images used, informative advertising copies must be made.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1998
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