Consumer attitudes: Response to endorsement, recomme...

 

This study provides a quantitative summary of the relationship between celebrity endorser source effects and effectiveness in advertising. The Kruskal-Wallis nonparametric test is used to identify the ...

Rising consumer concern over long-standing guidelines for testimonials and endorsements may spell trouble for advertisers. Currently, a testimonial or endorsement is defined broadly to mean any market ...

In this article we investigated whether a company’s recommendation factor can be increased by opt-in e-zines. A sample of 817 railway travelers was interviewed on the train. Using Reichheld’s (2001) r ...

This study examines the process by which audiences integrate expert and consumer endorsements into their product evaluations and how endorsement consensus affects this process. The results suggest tha ...

Being famous - having a high reputation - is important for brands as for people, and we all recognise it as correlated with wealth and success. But can an accountable value be put of `fame'? To solve ...

David Rankin, kae:marketing intelligence, argues that a product's customers can be split into 'innovators', early adopters who react to advertising/promotion alone, and 'imitators', who additionally r ...

Tim Wragg and Michael Lowenstein, from the Customer Management Centre of Excellence at NOP World, explain the importance of customer advocacy to brand success. They see this as more than merely word- ...

David Iddiols describes recent research which attempts to define what is 'successful' when using celebrities in advertising campaigns. He identifies five types of endorsement:-testimonial, imported, ...

The authors discuss the importance of assessing advertising effectiveness and relating this to return on investment. They feel that measures must relate to the stage a brand occupies in the brand lif ...