Celebrity Endorsement and Consumer Buying Intention With Relation to the Television Advertisement for Perfumes

This present paper explores the celebrities appearing on television advertisements. The purpose is to identify the influence of celebrity endorsement on consumer buying intention in Sri Lanka. Television Advertising is one of the marketing communication tools used to receive the attention of the customer and build their loyalty to perfume brands. Celebrity advertisement is an important and frequently used marketing tool to directly influence the consumers＇ purchase intentions. The aim of this study is to determine the effect of celebrity endorsement on customer purchasing intention for perfume brands. The survey method was used as the research method. Questionnaire was utilized in gathering information from the respondents in Colombo and Gampaha in Sri Lanka. Cluster sampling was used to select a sample size of 100 and collected data were analyzed descriptively using the SPSS 20.0 version. Correlation analysis was conducted to establish the nature of the relationship between the celebrity endorsers and consumer purchasing intention. Results showed significant relationship between the celebrity endorsement （likability, credibility, personality, attractiveness, and expertise） and consumer purchasing intention, so that all five hypotheses were accepted by this exploration.

An Analysis of Celebrity Endorsements in Magazine Advertisements

The effectiveness of celebrity endorsements has been a topic that has interested many advertising researchers. It has been long debated on which advertising method is most effective. The purpose of this study was to conclude whether or not advertising agencies and social cause organizations are obtaining the results of these studies and using them in magazine advertisement campaigns and which one of these advertisements is more prevalent in magazines. Advertisements were examined from two American magazines, W Magazine and Good Housekeeping. The results of the study showed that celebrtiy endoresments have been featured in magazine advertisements more in recent years that products are endorsed by celebrities more than social causes and a majority of these endoresments are for products that affect a consumer＇s self-image.

Digital Influencer's choice of product endorsement:A perspective of congruence

To infer product fitness information,consumers often consult digital influencers who exert effort to learn and evaluate product features and then propagate information to their followers.However,influencers'recommendations are not limited to products that exactly match their expertise,which may lead followers to unfollow them.This study investigates which product(high or low congruence)an influencer should endorse and how much endorsement effort should be exerted.Using a theoretical model,we obtain several interesting results.First,endorsing a low-congruence product can surprisingly benefit the influencer if the penalty per lost follower is moderate or if the influencer has sufficiently high efficiency in reducing the perception error of this product.Second,although the influencer has high expertise in the high-congruence product,she will lose more followers when endorsing it than when endorsing the low-congruence product if a particularly small or large proportion of her followers are potential consumers of the low-congruence product.Third,when the influencer endorses the low-congruence product,the number of new followers increases with the size of the influencer's follower base only when the follower base is small and a large proportion of followers are potential consumers of the low-congruence product.Interestingly,as the size of the follower base increases,the influencer always exerts more effort when endorsing the high-congruence product but will exert less effort in learning about the low-congruence product if a sufficiently small proportion of followers are potential consumers.Finally,after taking consumers'knowledge about product features into account,the main results still hold,and when considering the competition between influencers,we uncover the conditions under which both influencers will choose to endorse the high-congruence product.

Reporting guidelines of Chinese medicine:Current situation and future development

Objective:Reporting research is as important a part of a study as its design or analysis.Reporting guidelines(RGs)provide structured advice on how to report research studies clearly and adequately.This study aimed to review the development of RGs of Chinese medicine(CM)and to provide recommen-dations for improvement.Methods:Through a systematic search of the Enhancing the QUAlity and Transparency Of health Research(EQUATOR)Network and electronic databases up to January 1,2022,we identified a total of 15 RGs of CM,and further summarized their characteristics and applications.In addition,we reviewed the development of international RGs and analyzed its impact for CM.Results:Compared with the generic RGs,the reporting standards of CM have been rapidly developed over the last 10 years,of which 57%were issued in recent 3 years(2019-2021).Currently,the system of RGs of CM has been established,especially for clinical trials,including various CM interventions and covering the guidelines from trial registration,protocol,results publication to the evidence synthesis and clinical practice guideline.However,the application of RGs of CM is suboptimal.Conclusion:It is necessary to take further measures to promote practical application,improve journals’endorsement,and establish quality monitoring procedures for RGs of CM in the future.

Dance if It Rains

Since the last two decades of 20th century,logic of imperatives has been given a commendable shape as an independent system of logic.The present paper attempts to focus on some areas concerning validity of imperative arguments with special reference to the writings of Peter B.M.Vranas.Peter B.M.Vranas has written extensively about the foundations of imperative logic.Validity of imperatives is arguably defined by him in terms of meriting endorsement.But it is hard to endorse the general definition of argument validity applied in the case of imperative arguments as suggested by Vranas,though I consider it good to start with its suggested interpretation.As I have some reservation regarding the interpretation,I intend to show that the process of arriving at it can be more direct.The different senses of the criterion of validity have been discussed in this present essay.A note of dissent is expressed regarding the necessary condition of the said validity.Another point to note is that,though there are different types of imperative arguments,viz.pure and mixed-premise arguments including cross-species ones,this present essay will focus only on the last variety which is a combination of imperatives and declaratives in an argument.In this venture,I have taken help from some counter-examples to suggest some amendments ultimately in his definition of validity for imperative arguments.

TLCR is endorsed by the Spanish Lung Cancer Group(SLCG): new horizons for strong academic collaboration in lung cancer

From November 1,2013, Translational Lung Cancer Research （TLCR） is officially endorsed by the Spanish Lung Cancer Group （Figure 1）. This is a meaningful milestone for TLCR as an acknowledgment of its expansion and dedication to lung cancer research and will tremendously advance its continued exploration in the field.

NCTO Endorses Mexican Anti-dumping Case With China

The president of the National Council of Textile Organizations(NCTO )has written a letter to the Mexican Economic Secretary Hugo Diaz strongly endorsing his country’s decision to seek a World Trade Organization(WTO)

Taking FAIR on the ChIN:The Chemistry Implementation Network

The Chemistry Implementation Network(ChIN)is focused on supporting the FAIR Data needs of the research community regarding chemical related data.An Implementation Network is a consortium drawn from a community,in this case the chemistry discipline,committed to defining and constructing standards,materials and software in the spirit of the FAIR data principles and under the structure of the GO FAIR project.Furthermore,as a core science the ChIN has to reach beyond the chemistry community and support the use of chemical information in other disciplines.This will be facilitated through connections in the GO FAIR ecosystem of Implementation Networks.Examples of the FAIR chemical concepts that need to be supported include molecular and materials structures,chemical reactions,nomenclature and other chemical terminology and conventions.The ChIN aims to drive forward the application of the FAIR Data Principles relating to the full range of chemistry concepts that are key to the transparent and efficient communication of chemical information.Realizing the goal of FAIR chemistry data will require a culture change across the discipline.However this is best addressed once a critical mass of tools and approaches has been developed.

Tianjin Biosecurity Guidelines for codes of conduct for scientists:Promoting responsible sciences and strengthening biosecurity governance

Formulated and endorsed by the international scientific community,the Tianjin Biosecurity Guidelines are a set of ten guiding principles and standards of conduct designed to promote responsible sciences and strengthen biosecurity governance at national and institutional levels.It may be used to develop new or enhance,supplement,and update the existing codes of conduct adaptive to a specific context and responsive to the bio-risks arising from the rapid advances in biological sciences.

Want to make me emotional？ The influence of emotional advertisements on women＇s consumption behavior

A wide difference of opinion exists about the content and composition of emotions. Advertising may influence an audience and their buying decisions about products and services. The objective of this study is to better conceptualize how women emotionally respond to emotional advertisements （EAs）. The variant views are integrated into an ACE model, composed of subordinate levels of emotions （E）, celebrity endorsements （C）, and appeal drivers （A）. This empirical study examines women＇s emotional response using data from 240 Chinese women respondents. The study participants were invited to develop ACE mix based advertisements and fill out questionnaires. PLS-SEM analysis, a novel approach in ACE advertisement development and its applicability to consumer behavior, was used. The results show that showbiz celebrities expressing the emotion of happiness with music and color make the most effective ACE mix to influence the consumption behavior of women. The results are significantly mediated by attention levels and are widely applicable in the burgeoning advertising industry. The study also calls for further research with different ACE mixes in different contexts and on different audiences. It also opens doors for policy making and an appropriate understanding of women＇s consumption behavior in the Chinese context.

Global Community of Disaster Risk Reduction Scientists and Decision Makers Endorse a Science and Technology Partnership to Support the Implementation of the Sendai Framework for Disaster Risk Reduction 2015–2030

At the first gathering of its kind on the role of science in implementing the Sendai Framework for Disaster Risk Reduction 2015–2030,over 750 scientists,policymakers,business people,and practitioners met in Geneva from January 27–29,2016.The UNISDR Science and Technology Conference on the Implementation of the Sendai Framework for Disaster Risk Reduction 2015–2030 fea-