Search results for: celebrity endorsements

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endorsements</title> <meta name="description" content="Search results for: celebrity endorsements"> <meta name="keywords" content="celebrity endorsements"> <meta name="viewport" content="width=device-width, initial-scale=1, minimum-scale=1, maximum-scale=1, user-scalable=no"> <meta charset="utf-8"> <link href="https://cdn.waset.org/favicon.ico" type="image/x-icon" rel="shortcut icon"> <link href="https://cdn.waset.org/static/plugins/bootstrap-4.2.1/css/bootstrap.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/plugins/fontawesome/css/all.min.css" rel="stylesheet"> <link href="https://cdn.waset.org/static/css/site.css?v=150220211555" rel="stylesheet"> </head> <body> <header> <div class="container"> <nav class="navbar navbar-expand-lg navbar-light"> <a class="navbar-brand" href="https://waset.org"> <img src="https://cdn.waset.org/static/images/wasetc.png" alt="Open Science Research Excellence" title="Open Science Research Excellence" /> </a> <button class="d-block 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action="https://publications.waset.org/search"> <div id="custom-search-input"> <div class="input-group"> <i class="fas fa-search"></i> <input type="text" class="search-query" name="q" placeholder="Author, Title, Abstract, Keywords" value="celebrity endorsements"> <input type="submit" class="btn_search" value="Search"> </div> </div> </form> </div> </div> <div class="row mt-3"> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Commenced</strong> in January 2007</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Frequency:</strong> Monthly</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Edition:</strong> International</div> </div> </div> <div class="col-sm-3"> <div class="card"> <div class="card-body"><strong>Paper Count:</strong> 5</div> </div> </div> </div> <h1 class="mt-3 mb-3 text-center" style="font-size:1.6rem;">Search results for: celebrity endorsements</h1> <div class="card publication-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">5</span> How Celebrities can be used in Advertising to the Best Advantage?</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/search?q=Laimona%20Sliburyte">Laimona Sliburyte</a> </p> <p class="card-text"><strong>Abstract:</strong></p> <p>The ever increasing product diversity and competition on the market of goods and services has dictated the pace of growth in the number of advertisements. Despite their admittedly diminished effectiveness over the recent years, advertisements remain the favored method of sales promotion. Consequently, the challenge for an advertiser is to explore every possible avenue of making an advertisement more noticeable, attractive and impellent for consumers. One way to achieve this is through invoking celebrity endorsements. On the one hand, the use of a celebrity to endorse a product involves substantial costs, however, on the other hand, it does not immediately guarantee the success of an advertisement. The question of how celebrities can be used in advertising to the best advantage is therefore of utmost importance. Celebrity endorsements have become commonplace: empirical evidence indicates that approximately 20 to 25 per cent of advertisements feature some famous person as a product endorser. The popularity of celebrity endorsements demonstrates the relevance of the topic, especially in the context of the current global economic downturn, when companies are forced to save in order to survive, yet simultaneously to heavily invest in advertising and sales promotion. The issue of the effective use of celebrity endorsements also figures prominently in the academic discourse. The study presented below is thus aimed at exploring what qualities (characteristics) of a celebrity endorser have an impact on the ffectiveness of the advertisement in which he/she appears and how.</p> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Advertising" title="Advertising">Advertising</a>, <a href="https://publications.waset.org/search?q=celebrity" title=" celebrity"> celebrity</a>, <a href="https://publications.waset.org/search?q=celebrity%20endorsements" title=" celebrity endorsements"> celebrity endorsements</a>, <a href="https://publications.waset.org/search?q=effectiveness%20of%20celebrity." title=" effectiveness of celebrity."> effectiveness of celebrity.</a> </p> <a href="https://publications.waset.org/14273/how-celebrities-can-be-used-in-advertising-to-the-best-advantage" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/14273/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/14273/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/14273/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/14273/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/14273/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/14273/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/14273/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/14273/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/14273/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/14273/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/14273.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">3686</span> </span> </div> </div> <div class="card publication-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">4</span> The Conditioning Effect on Celebrity Multiple Endorsements</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/search?q=Chia-Ching%20Tsai">Chia-Ching Tsai</a> </p> <p class="card-text"><strong>Abstract:</strong></p> This research adapts experimental design to investigate the effect of conditioning or not and pre-exposure or not on brand attitude, so it is a 2脳2=4 factorial design. The results show that the brand attitude of conditioning group is significantly higher than that of unconditioning group. The brand attitude with pre-exposure is significantly higher than that without pre-exposure. Conditioning or not and pre-exposure or not have significant interaction. No matter the celebrity is pre-exposure or not, the brand attitude is higher under conditioning process. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Celebrity" title="Celebrity">Celebrity</a>, <a href="https://publications.waset.org/search?q=Multiple%20endorsements" title=" Multiple endorsements"> Multiple endorsements</a>, <a href="https://publications.waset.org/search?q=Pre-exposure" title=" Pre-exposure"> Pre-exposure</a>, <a href="https://publications.waset.org/search?q=Classical%20condition" title=" Classical condition"> Classical condition</a>, <a href="https://publications.waset.org/search?q=Second-order%20conditioning" title=" Second-order conditioning"> Second-order conditioning</a> </p> <a href="https://publications.waset.org/9818/the-conditioning-effect-on-celebrity-multiple-endorsements" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/9818/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/9818/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/9818/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/9818/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/9818/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/9818/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/9818/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/9818/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/9818/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/9818/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/9818.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">2955</span> </span> </div> </div> <div class="card publication-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">3</span> Celebrity Endorsement: How It Works When a Celebrity Fits the Brand and Advertisement</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/search?q=G%C3%B6ksel%20%C5%9Eim%C5%9Fek">G枚ksel 艦im艧ek</a> </p> <p class="card-text"><strong>Abstract:</strong></p> <p>Celebrities are admired, appreciated and imitated all over the world. As a natural result of this, today many brands choose to work with celebrities for their advertisements. It can be said that the more the brands include celebrities in their marketing communication strategies, the tougher the competition in this field becomes and they allocate a large portion of their marketing budget to this. Brands invest in celebrities who will represent them in order to build the image they want to create.</p> <p>This study aimed to bring under spotlight the perceptions of Turkish customers regarding the use of celebrities in advertisements and marketing communication and try to understand their possible effects on subsequent purchasing decisions. In addition, consumers’ reactions and perceptions were investigated in the context of the product-celebrity match, to what extent the celebrity conforms to the concept of the advertisement and the celebrity-target audience match.</p> <p>In  order  to  achieve  this  purpose, a  quantitative research  was conducted  as a case  study concerning  Mavi Jeans  (textile company). Information was obtained through survey. The results from this case study are supported by relevant theories concerning the main subject. The most valuable result would be that instead of creating an advertisement around a celebrity in demand at the time, using a celebrity that fits the concept of the advertisement and feeds the concept rather than replaces it, that is celebrity endorsement, will lead to more striking and positive results.</p> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Celebrity%20endorsement" title="Celebrity endorsement">Celebrity endorsement</a>, <a href="https://publications.waset.org/search?q=product-celebrity%20match" title=" product-celebrity match"> product-celebrity match</a>, <a href="https://publications.waset.org/search?q=advertising." title=" advertising."> advertising.</a> </p> <a href="https://publications.waset.org/9997953/celebrity-endorsement-how-it-works-when-a-celebrity-fits-the-brand-and-advertisement" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/9997953/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/9997953/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/9997953/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/9997953/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/9997953/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/9997953/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/9997953/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/9997953/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/9997953/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/9997953/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/9997953.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">6315</span> </span> </div> </div> <div class="card publication-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">2</span> An Overview on the Effectiveness of Brand Mascot and Celebrity Endorsement</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/search?q=Isari%20Pairoa">Isari Pairoa</a>, <a href="https://publications.waset.org/search?q=Proud%20Arunrangsiwed"> Proud Arunrangsiwed</a> </p> <p class="card-text"><strong>Abstract:</strong></p> <p>Celebrity and brand mascot endorsement have been explored for more than three decades. Both endorsers can effectively transfer their reputation to corporate image and can influence the customers to purchase the product. However, there was little known about the mediators between the level of endorsement and its effect on buying behavior. The objective of the current study is to identify the gab of the previous studies and to seek possible mediators. It was found that consumer’s memory and identification are the mediators, of source credibility and endorsement effect. A future study should confirm the model of endorsement, which was established in the current study.</p> <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Product%20endorsement" title="Product endorsement">Product endorsement</a>, <a href="https://publications.waset.org/search?q=memory" title=" memory"> memory</a>, <a href="https://publications.waset.org/search?q=identification%20theory" title=" identification theory"> identification theory</a>, <a href="https://publications.waset.org/search?q=source%20credibility" title=" source credibility"> source credibility</a>, <a href="https://publications.waset.org/search?q=unintentional%20effect." title=" unintentional effect."> unintentional effect.</a> </p> <a href="https://publications.waset.org/10005850/an-overview-on-the-effectiveness-of-brand-mascot-and-celebrity-endorsement" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/10005850/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a href="https://publications.waset.org/10005850/bibtex" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">BibTeX</a> <a href="https://publications.waset.org/10005850/chicago" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Chicago</a> <a href="https://publications.waset.org/10005850/endnote" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">EndNote</a> <a href="https://publications.waset.org/10005850/harvard" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">Harvard</a> <a href="https://publications.waset.org/10005850/json" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">JSON</a> <a href="https://publications.waset.org/10005850/mla" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">MLA</a> <a href="https://publications.waset.org/10005850/ris" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">RIS</a> <a href="https://publications.waset.org/10005850/xml" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">XML</a> <a href="https://publications.waset.org/10005850/iso690" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">ISO 690</a> <a href="https://publications.waset.org/10005850.pdf" target="_blank" class="btn btn-primary btn-sm">PDF</a> <span class="bg-info text-light px-1 py-1 float-right rounded"> Downloads <span class="badge badge-light">2666</span> </span> </div> </div> <div class="card publication-listing mb-3 mt-3"> <h5 class="card-header" style="font-size:.9rem"><span class="badge badge-info">1</span> Dynamic Anonymity</h5> <div class="card-body"> <p class="card-text"><strong>Authors:</strong> <a href="https://publications.waset.org/search?q=Emin%20Islam%20Tatl%C4%B1">Emin Islam Tatl谋</a>, <a href="https://publications.waset.org/search?q=Dirk%20Stegemann"> Dirk Stegemann</a>, <a href="https://publications.waset.org/search?q=Stefan%20Lucks"> Stefan Lucks</a> </p> <p class="card-text"><strong>Abstract:</strong></p> Encryption protects communication partners from disclosure of their secret messages but cannot prevent traffic analysis and the leakage of information about 鈥渨ho communicates with whom". In the presence of collaborating adversaries, this linkability of actions can danger anonymity. However, reliably providing anonymity is crucial in many applications. Especially in contextaware mobile business, where mobile users equipped with PDAs request and receive services from service providers, providing anonymous communication is mission-critical and challenging at the same time. Firstly, the limited performance of mobile devices does not allow for heavy use of expensive public-key operations which are commonly used in anonymity protocols. Moreover, the demands for security depend on the application (e.g., mobile dating vs. pizza delivery service), but different users (e.g., a celebrity vs. a normal person) may even require different security levels for the same application. Considering both hardware limitations of mobile devices and different sensitivity of users, we propose an anonymity framework that is dynamically configurable according to user and application preferences. Our framework is based on Chaum-s mixnet. We explain the proposed framework, its configuration parameters for the dynamic behavior and the algorithm to enforce dynamic anonymity. <p class="card-text"><strong>Keywords:</strong> <a href="https://publications.waset.org/search?q=Anonymity" title="Anonymity">Anonymity</a>, <a href="https://publications.waset.org/search?q=context-awareness" title=" context-awareness"> context-awareness</a>, <a href="https://publications.waset.org/search?q=mix-net" title=" mix-net"> mix-net</a>, <a href="https://publications.waset.org/search?q=mobile%0Abusiness" title=" mobile business"> mobile business</a>, <a href="https://publications.waset.org/search?q=policy%20management" title=" policy management"> policy management</a> </p> <a href="https://publications.waset.org/14374/dynamic-anonymity" class="btn btn-primary btn-sm">Procedia</a> <a href="https://publications.waset.org/14374/apa" target="_blank" rel="nofollow" class="btn btn-primary btn-sm">APA</a> <a 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