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.

Endorsement advertising

---

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.

Marketing, New business enterprises, Startups, Participation

---

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.

Advertising Management, Advertising, Hong Kong, Services industry, Service industries

Similar abstracts:

• Abstracts: Intent to compensate for personal services is a necessary component for deductibility. Payments for sickness and injury are not always excludable from taxpayer's income
• Abstracts: Partnership procedure. Liquidating the partnership: an analysis of the issues and opportunities. How to exploit the interaction between Subchapter K and the alternative minimum tax
• Abstracts: Receipt of partnership interest in exchange for services: still polishing the diamond. Selling a partnership interest after an election out of subchapter K
• Abstracts: Acreage stability and resource allocation before and after the implementation of a marketing order. Organizational structures and strategic management of produce marketing in retail supermarkets
• Abstracts: Analyzing technical trade barriers in agricultural markets: challenges and priorities. The Southern Hemisphere and the expansion of world trade in temperate fruits

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.